Published
Mar 12, 2019
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Pureplay Skin Sciences to scale up men’s grooming brand Phy

Published
Mar 12, 2019

Skincare start-up Pureplay Skin Sciences (India) Pvt Ltd, which sells skin and hair care products under brand Plum, will soon be launching its men’s grooming brand, Phy.
 

Pureplay Skin Sciences to scale up men’s grooming brand ‘Phy’ - Thephylife


Pureplay will be expanding its product portfolio and launch around 10 products this year under the brand name 'Phy' to tap the lucrative men’s grooming segment in the country.
 
The Unilever Ventures-backed skincare start-up will also be strengthening its offline presence in the coming months and expects strong omnichannel sales going forward.

“Plans are afoot to launch some 8-10 products over the next eight months under the Phy brand, focussing primarily on categories such as shaving solutions, hair care, and beard grooming. Skincare will continue to be a dominant category in its portfolio,” Shankar Prasad, founder and director of Pureplay Skin Sciences (India) Pvt Ltd told Businessline.
 
“In another couple of months, the offline retailing strategy for Phy should be worked out. Once the brand stabilises, there could be a 70:30 revenue split between online and offline. We have to see if Plum makes enough money to cover for Phy. With Phy, we are in an investment phase and the investments are likely to continue for some time, say another year or so,” he added.
 
The company is looking to expand its retail presence across India and looks to reach around 800 stores over the next three years.
 
Pureplay was launched in 2013 as a small-scale skincare start-up and retails natural beauty products such as facial washes and scrubs, cleansers, shampoos, face masks, and more.

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