Being beautiful always is one of the desires of every individual. To fulfill the wants of staying beautiful, various top cosmetics brands have developed various beauty regimes such as anti-aging, toning, skin tightening, masks, and much more readily available in the market, making an individual stay beautiful and young. Before the western cosmetics products were manufactured in labs with adding chemicals, the olden age people used to prepare cosmetics stuff at home using the kitchen garden and the knowledge of Ayurveda for their skincare regime.
Today as well, there are a considerable number of people who demand herbal and all-natural products instead of chemical-based cosmetics brands. Finding any product claiming a no-chemical composition present is also difficult. Besides, today's busy life has made it difficult to separate time for the home remedy beauty regime. To bridge the gap, Bhopal-based mother and son duo, Manjula and Gaurav Tiwari have started Mystique Earth, an all-natural beauty product brand.
In 2018, Manjula Tiwari and Gaurav Tiwari founded Mystique Earth as herbal ayurvedic skin, hair, and body care cosmetics products brand, which has extracted the essence of herbs, metals, flowers, minerals, and clay from the tribal lands of Madhya Pradesh — Vindhya, Satpura, and Mahadeo.
The co-founder Gaurav Tiwari is a Computer Science Engineer by profession and also completed his M.Tech from Bhopal-based Gandhi Technical Institute in 2014. After his studies, he worked at Deloitte as a Business Analyst. Later he joined his family business, Mansarovar Group, which has vastly expanded into seven institutions. Efforts to the Noble cause, Gaurav has instituted the Sri Sai Institute of Ayurvedic Research and Medicine in 2017, accompanying his father, KK Tiwari. The institute offers a Bachelor of Medical Sciences course under the Central Council of Indian Medicine.
Gaurav crossed his next milestone by following his passion for Ayurveda and founded Mystique Earth in 2018. He mentioned that the inspiration for alchemy has made him start Mystique Earth. Gaurav says that the startup was a long-cherished dream. While growing up, he was attracted to the natural ingredients, and home remedies as his mother and his grandmother, Damyanti Tiwari, used to prepare kadas (herbal decoctions), tulsi swarasa, and various other home-made remedies in powders and pastes forms. Alongside this, Gaurav was always enchanted by culture, art, and central India's local tribes- Maheshwar, Sanchi, and the Central Plateau of India.
Mystique Earth is the product of devotion to the traditions of tribal alchemy. He says that Mystique Earth is inspired by mineral deposits, natural flora, and fauna. The startup functions through 6 departments such as design, research, and development (R&D), marketing, and public relations (PR), fulfillment center, sales, and logistics. Currently, the startup has a team of 10 employees of formulators, botanists, and doctors.
Gaurav says that the most important and expensive part of building Mystique Earth is R&D. Once the product is made, Mystique Earth's in-house dedicated design cell applies the brand's theme and inspiration on the product's primary and secondary packaging, banners, posters, corrugated boxes, and even adhesive tapes.
Mystique Earth's marketing and PR teams make sure that the products are supplied and advertised in the right market, targeting potential customers. On the other hand, the sales team administers the demands and grievances. The packaging is done in its Bhopal-based fulfillment center.
Gaurav says that due to the pandemic shutdown, they have initially faced various challenges in managing raw material procurement, supply chain, and deliveries. However, they patiently observed and planned to overcome the situation.
The startup majorly targets the customers between the age of 18 to 45, irrespective of their gender. The brand currently offers products under 3 broad segments: skincare, body care, and hair care. The prices range between INR 549 and INR 999.
From February 2020, the startup has started selling its products on its official website through Amazon. Mystique Earth acquired its first set of customers after the launch of the website in February. In spite of the restrictions due to the coronavirus outbreak, the startup had effectively recorded the growth of up to 80% since March.
In the first quarter, Mystique Earth recorded INR 20 lakh's gross revenue, and Gaurav expects to cross the target revenue of INR 1 crore by FY2020-21. The average revenue month-on-month is around 7.5%. The market overview and Statista's reports suggest that the natural cosmetics segment revenue accounts for $803.8 million in 2020.
Mystique Earth's same line competitors include Forest Essentials, Mamaearth, Juicy Chemistry, Kama Ayurveda, SOVA, and many more. Gaurav is planning to expand Mystique Earth's product line, adding more products to its portfolio.
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