A slew of innovations are driving a wave of change, making skincare inclusive accessible, empowering, and personalised for all
Words by Karan Karayi
In a world brimming with choice, clutter, and constant change, personalisation has become the holy grail of modern marketing—and nowhere is that more apparent than in the beauty and skincare industry. For Nishant Nayyar, Vice President and Head of Marketing at Kaya Limited, the future of skincare isn’t just about glowing skin—it’s about transparency, trust, and tech-powered personalisation.
“The beauty space has changed radically over the past few years,” he says. “Consumers today want to start with self-diagnosis. They want their skincare journey to be theirs, from the first insight to the final outcome.”
This shift has emerged at the intersection of increased awareness, digital fluency, and rising consumer affluence—especially in India’s urban and semi-urban markets. Fuelled by social media, the proliferation of content around skin health and well-being has created a new-age customer: curious, informed, and deeply invested in what goes onto—and into—their skin.
At Kaya, this transformation is being embraced wholeheartedly. The brand recently rolled out KlearAI, a proprietary AI-based skin analysis tool designed specifically for Indian skin types. “What makes it special is that the language model behind it has been trained on thousands of real Indian skin photographs. It’s not a Western import—it’s designed with our customers in mind,” Nishant explains. “It’s not just about telling people what products to use. It’s about showing them results in a transparent, interactive way.”
This idea of transparency, he believes, is no longer optional—it’s fundamental. And the numbers back it up. “A McKinsey study showed that 71% of consumers stay loyal to brands that offer transparency, while 80% are more likely to purchase when products are personalised. That’s a strong signal.”
A Clean, Conscious Future
As the skincare sector continues to evolve, clean beauty and sustainability are emerging as critical decision-making factors—particularly for Gen Z and millennial consumers. But interestingly, this mindset is no longer limited to the young. “We’re seeing a cross-generational shift,” Nishant observes. “People are increasingly choosing products and brands that minimise harm to the environment and use natural ingredients.”
Kaya itself has taken meaningful strides in this direction. “We recently won an award for sustainable product development—our packaging was recognised by a platform co-led by NID and a sustainability innovation foundation,” he shares. “Consumers are watching, and brands that lead in these areas will win in the long run.”
Building Brands That Breathe
With a background spanning media, journalism, and brand communications, Nishant’s storytelling roots are deeply embedded in how he builds brands. “It’s about more than just selling a product. It’s about giving the brand a voice, a soul, and a purpose,” he says. “Narratives matter, especially in a market that’s saturated with options.”
His key advice for marketers? Humanise the brand. “Too many brands talk at consumers, not with them. We need dialogue, not monologue. If you want loyalty, your brand needs to be approachable, transparent, and connected across touchpoints.”
And in a data-rich age, marketers must look beyond surface-level analytics. “Dig deeper into the data. Find the story. Start small—convert one customer into a champion, and let that ripple effect create community-driven momentum.”
A Lesson That Stuck
Reflecting on his own career, Nishant credits one piece of advice that has stayed with him: “You’re not the hero you think you are.” Delivered early in his journey by a mentor, it was a lesson in humility—and one that shaped his leadership style. “Marketing isn’t about one function in isolation. It’s about how your work impacts every other function. Only then can it drive real, sustainable business growth.”
