Auraine is a conglomerate with a bouquet of the most revolutionary, innovative, premium and luxury hair, beauty and personal care products under its umbrella. With the belief of empowering definition of beauty that embraces women, catering to all age group and background, we aim at spreading beauty worldwide.
Arpit Jain, Founder & MD of Maison D’Auraine interacted with IANSlife
Maison D’ Auraine is in the premium luxury beauty segment. How is the company different from existing players in the industry?
Arpit : At Maison D’ Auraine, we pride ourselves on being more than just a player in the beauty and personal care industry. It is our endeavor to bring leading international beauty, hair, and personal care brands to the Indian masses while delivering an exceptional experience to our valued customers. Every brand that we onboard is vetted for months from a quality and sustainability standpoint. Alongside partnering with iconic international brands, we bring a touch of luxury and excellence that is unmatched in the industry.
We have established a strong retail outreach through salons, allowing us to directly connect with our customers and provide an extraordinary hair care experience. With over a decade of experience in both offline and online channels, we have gained a deep understanding of the market and are able to anticipate and cater to evolving customer needs. Our dedication to customer journey mapping ensures that every interaction with our brand is meaningful and tailored to their preferences. Moreover, we go beyond the conventional norms of the industry by elevating it through our training academy.
You are soon about to complete a decade in the industry. How has been the company’s journey so far and what are the roadblocks or challenges that you’ve encountered over the years?
Arpit : As Maison D’ Auraine approaches a decade in the industry, our journey has been nothing short of remarkable. Over the years, we have strengthened our presence as the largest player in the premium luxury beauty segment, with a strong foothold in over 10,000 salons across the length and breadth of the country. With a vision to bring the highest quality hair care products and services to India, Arpit is on a mission to make Maison D’ Auraine the go-to choice for all hair, beauty, and personal care needs. However, our path has not been one without challenges. Having started out as a small company back in 2014, operating in India’s dynamic market has required us to navigate regulatory complexities and manage intricate supply chain logistics while facing challenges from global giants. Yet we embrace these challenges as opportunities for growth and innovation. Our journey so far has been marked by determination and a relentless pursuit of excellence. As we continue to expand our presence in the industry, we envision India as a global destination for beauty and grooming. Through the introduction of iconic international brands and strategic collaborations, we actively contribute to this transformative vision. Our deep market understanding, robust customer journey mapping, and unwavering commitment to elevating the industry set us apart from competitors, solidifying Maison D’ Auraine’s position as a frontrunner in the industry.
How do you envision the future of the luxury beauty and haircare industry in terms of market trends and consumer preferences?
Arpit : India is becoming a hotbed for luxury brands all over the world. In this growing phygital landscape, renowned beauty and personal care brands are looking at India to set up a base. Henceforth, I believe that the premiumisation trend is expected to continue its upward trajectory. In fact, consumers are increasingly seeking luxurious, high-quality products that offer a unique and indulgent experience. This trend is driven by the desire for exceptional ingredients, innovative formulations, and personalised solutions tailored to individual needs. Secondly, sustainability and ethical practices will play a pivotal role in shaping the industry’s future. Consumers are becoming more conscious of the environmental and social impact of their purchasing decisions. They seek brands that prioritise sustainability, eco-friendly packaging, cruelty-free practices, and ethically sourced ingredients. In fact, we at Maison D’ Auraine, are committed to integrating sustainable practices throughout our entire value chain, from ingredient sourcing to product manufacturing and packaging and are launching many more eco-friendly and vegan brands this year.
Additionally, the digital revolution will continue to influence consumer behavior and reshape the industry landscape. E-commerce, social media, and digital platforms have transformed the way consumers discover, research, and purchase beauty and haircare products. Moreover, inclusivity and diversity will be vital considerations for the luxury beauty and haircare industry. Consumers are increasingly seeking products that cater to a diverse range of skin tones, hair types, and cultural backgrounds.
Which international luxury and homegrown brands are you planning to launch this year? What new will we see in terms of portfolio addition?
Arpit : We first strengthened our foothold in India by partnering with the world’s biggest keratin-based hair care brand “GK Hair”, the only brand to possess the hidden treasure of patented ingredient Juvexin. After the roaring launch of GK Hair, we launched pH in 2021, and now we are gearing up for Keune, a 100-year-old legacy brand that is big on sustainability and is a millennial-focused brand. At Maison D’Auraine, we believe in combining the best of science and beauty. In line with this vision, our plans for this year include launching some exciting international luxury and homegrown brands that resonate with our company ethos.
One notable addition to our portfolio is Keune, a renowned 100-year-old legacy brand known for its commitment to sustainability. We are thrilled to bring their high-quality and sustainable products to our discerning customers. In addition to that, we are exploring partnerships with millennial-focused beauty and personal care brands that prioritise innovation and sustainability. These new additions will enhance our already impressive lineup and cater to the evolving needs and preferences of our customers.
Can you tell us more about the exclusive launch of Keune in India in partnership with Maison D’ Auraine?
Arpit : We are excited to launch Keune, a 100-year-old Dutch legacy haircosmetics brand in India. Our excitement about launching Keune in India stems from its alignment with our values. Keune’s commitment to sustainability and ethical business practices resonates with us. This collaboration allows us to offer Indian consumers and our salon partners a range of hair essentials that are both innovative and effective. Their avant-garde progressive hair solutions, developed using the latest technology, cater to unique needs. The entire range of Keune products is exclusively available through Maison D’ Auraine at over 25,000 premium salons across India.
Can you briefly talk about your business model and how is it working for you? Do you wish to expand in the near future to additional distribution channels?
Arpit : Since the company’s inception, we have stayed ahead of the curve by continuously evolving and adapting to the changing market landscape to meet the needs of our discerning customers. Our business model revolves around creating an exceptional customer experience through an omni-channel approach. We have established robust partnerships with salons, serving as our retail outreach points, which enable us to directly connect with customers. This seamless integration of online and offline channels ensures a convenient and hassle-free shopping experience. Our focus remains on expanding our reach and accessibility while upholding the highest standards of quality and service that Maison D’ Auraine is renowned for.
How do you see the beauty and haircare industry in the next 5 years? According to you, what will be the growth drivers of this industry?
Arpit : In the next five years, the beauty and haircare industry is set to undergo remarkable transformations. Technological advancements such as AI and AR/VR will revolutionise customer engagement, with a focus on providing personalised experiences. Content-driven platforms will empower consumers with knowledge, enabling them to make informed decisions. Besides this, sustainability will certainly take the center stage, with a heightened focus on conscious ingredient sourcing and eco-friendly packaging.
Experiential marketing, increased customer engagement, and a holistic approach to well-being will be the driving forces behind the industry’s growth. At Maison D’ Auraine, we are committed to leading the way in these trends, staying at the forefront of innovation, and providing our customers with exceptional, sustainable solutions. Together, we will shape the future of the beauty and haircare industry, delivering unparalleled luxury and excellence.
Where do you see Maison D’ Auraine in the next 5 years? With the onboarding of more international players, are you looking to explore penetration opportunities beyond metros?
Arpit : Going forward, we envision ourselves to become a one-stop-shop for all premium beauty and personal care related needs across India. We intend to penetrate the deeper pockets of the country by bringing luxury brands not only to metropolitan areas but also to Tier 2 and Tier 3 cities across India. Our aim is to establish a strong presence in untapped markets and make luxury beauty accessible to a wider audience. We are dedicated to skilling initiatives in these cities, providing training and support to hairdressers and professionals, thereby uplifting the industry as a whole. By expanding our reach and coverage to 250+ cities, we are creating opportunities for growth and empowerment, while solidifying our position as a frontrunner in the beauty industry. With our commitment to excellence, sustainable practices, and an ever-expanding portfolio of international brands, Maison D’ Auraine is poised to shape the future of beauty and redefine the market.
In your industry expertise, what emerging categories or trends do you foresee shaping the future of the haircare industry?
Arpit : In the ever-evolving world of haircare, the future holds great promise as emerging categories and trends shape the industry landscape. These include the clean beauty movement that has now extended to haircare, with a growing demand for products free from harsh chemicals, sulfates, and parabens. With this rise of clean and natural haircare, consumers are constantly seeking products free from harsh chemicals and embracing plant-based ingredients. Secondly, there is a growing focus on scalp health and care, with an emphasis on addressing scalp issues and promoting overall hair health. Products targeting scalp issues, such as dryness, dandruff, and sensitivity, are gaining popularity, highlighting a holistic approach to haircare.
In addition to this, customisation and personalised solutions are becoming increasingly popular, as consumers seek tailored hair care products. These personalised formulations, based on hair type, texture, and individual preferences, allow for a more targeted and effective approach to haircare and are becoming a category in demand in the entire beauty industry. Technology is also being integrated into hair care to offer cutting-edge solutions to everyday problems. With the advent of smart devices and apps, consumers can now access personalised hair analysis and recommendations. These devices utilise advanced sensors to assess hair health, moisture levels, and even scalp conditions. By providing valuable insights, consumers can make informed decisions about the products and treatments best suited for their specific needs. Lastly, multifunctional products are growing in popularity, providing convenience and efficiency in hair care routines. For example, a single product may offer cleansing, conditioning, and styling properties, eliminating the need for multiple individual products and not only saves time but also reduces clutter in the bathroom, making multifunctional products ideal for those leading busy lifestyles. These emerging categories and trends reflect the evolving preferences of consumers, creating exciting opportunities for innovation and growth in the haircare industry.
You started your entrepreneurial journey at a very young age. What is one key piece of advice for entrepreneurs and young start-up enthusiasts?
Arpit : Ever since my management days, I’ve been deeply fascinated by the entrepreneurial landscape and the opportunity to bring the best of everything to India. Embarking on my entrepreneurial journey at a young age has been an extraordinary experience and has provided me with invaluable insights along the way. If I were to share one crucial piece of advice with fellow entrepreneurs and aspiring startup enthusiasts, it would be this: immerse yourself in understanding your customers, and embrace the power of processes and collaboration while staying focused on the larger objective.
Building a successful business requires adopting a customer-centric approach where you actively listen to their needs, anticipate their desires, and consistently exceed their expectations.
In the pursuit of building a successful business, it is imperative to establish and follow well-defined processes in every function. These processes create a framework that streamline operations, enhance efficiency, and promote seamless collaboration. As an entrepreneur, never stop learning. Be curious and stay updated on industry trends, technological advancements, and business strategies. Seek out mentors who can guide you and provide valuable insights from their own experiences. Attend workshops, seminars, and networking events to broaden your knowledge and expand your professional network. Learn from your mistakes, adapt your strategies, and iterate on your ideas. The most successful entrepreneurs have faced numerous failures before achieving their breakthroughs. Use failures as learning experiences to improve and refine your business.
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