PHADE
Reinventing the Ways skincare Products are Prepared
By Smita Kumar
WHEN IT COMES TO SKINCARE, PEOPLE START THINKING IT IS ABOUT THEIR FACE.
THAT’S NOT SO!
“It’s not just what substances you put on your skin. Inappropriate inflammation is rooted in diet, how you handle stress, how you rest, and your exposure to environmental toxins.” Andrew Weil says
Skincare is something that deals with every part of your body since it covers them all. It is best to keep the skin properly nourished. Healthy skincare is essential because it brings you a step closer to radiant and glowing skin. In fact, keeping your focus on good skincare boosts your confidence level, and you begin to love your mirror reflection. And, then comes the journey of confidence and beauty! Despite all such facts, the universal fact is skincare requires your time and effort.
There is no miracle cure to it. Be it naturally or sometimes by putting on beauty products, skincare is needed and even at times, to prevent before some problems actually occur. The time when you start feeling the requirement of some beauty or skincare product is when the names of different brands take instant space in your mind.
As we craft the outside beauty, a name that is ‘Phade’ is no behind. When it is about skin care and especially, stretch marks, this brand new company is there for you! The multi-tasking founder Hardik Varia from Ahmedabad describes here how the idea came to his mind that he should try this venture, though he already had ‘Whiskers’, men’s grooming products’ brand. Let us get to know more-
ABOUT THE COMPANY
The brand Phade was established in the spring of 2021 by Hardik Varia who is also the founder of brand Whiskers. As mentioned above, Whiskers serves luxurious men’s grooming products. Phade was born to create commendable skincare products using plant extracts, sustainable farming, and green practices which results in producing a dynamic range of skincare products.
The team believes in providing the best skincare products possible. Continuing to use hand-picked fresh ingredients to create products that contain potent healing and beautifying properties, many of these ingredients are combined with the purest plant extracts containing minerals and trace elements found nowhere else.
The products are made without any severe heating or hydrogenating processes that can affect the nutritional content and potency of natural ingredients. Vitamins are captured in their all-natural fresh base, offering dramatic results as actual seeds, pulps and peels impart regenerative and healing powers that only nature can produce.
The products would include stretch mark lotion/cream, psoriasis cleansers, and creams, eczema creams, diabetes lotions, and creams.
THE TALE OF INCEPTION
It was for the first time that Varia thought of having a skincare company when his wife was pregnant in 2018. He witnessed how she used to spend several hours online searching for good products just to prevent stretch marks. This gave him an idea to start a skincare company of his own. Since he could hardly find any appropriate products required and he was already in the men’s grooming products (owner of Whiskers brand) industry, he could differentiate between ingredients easily. Not finding satisfying products, his idea of starting a new company became intense.
Varia used to have discussions with his wife regarding hormonal changes and how the body used to react during and post-pregnancy.
Finally, he decided to have a skincare company that could honestly serve other problems like itchy skin due to diabetes, eczema, psoriasis, etc. too. These were the ones that he saw in his family members and relatives.
Vision & Mission
Phade visualizes itself as the first choice for skincare and well-being, in the coming days. The founder and team members want people to feel and be more confident as far as their appearance is concerned.
Varia asserts, “Captivating the customer experience that drives long-term loyalty and delivers sustained growth to our company, is our motive.”
Further talking about their mission, the confident founder says, “We have already come up with the products that will not only make your skin look gorgeous but also boost your confidence regarding looks.”
- Values
- Professionalism and innovation
- Beauty
- Quality and a rich variety of advanced skincare treatment
- Social responsibility
- Reliability and integrity
- Sustainability
- Authenticity and Honesty
TECHNOLOGY AND PHADE
“There is a non-stop growing interest in cosmeceutical products (combining cosmetics and pharmaceuticals). Technology is simplifying consumers’ purchase journeys both in-store and online. Phade utilizes a combination of dermatology and data to decipher individual skin needs.
Environmental factors, lifestyle, mood, stress, pH, oil measurements, hydration levels are closely examined to determine and create consumers’ most ideal stretch mark cream. We are also planning to launch a mobile app shortly where consumers will be able to test their skin conditions by submitting skin concern pictures”, THE AMBITIOUS FOUNDER SAYS
QUALITY OF SERVICES
It’s not all about reinventing grooming and personal care products. Phade would be happier if they reinvent how these products are prepared. Here, the key suppliers and manufacturers are invited to work together towards zero-waste manufacturing. To ensure a cleaner and safer environment, the domestic shipments are performed with GOGREEN Carbon Neutral Service.
The company does not intend to do any compromise with the quality of services rendered.
At every stage, the quality team ensures that the standards characterizing the brand are complied with and achieved. Quality covers several sectors of business such as design, compliance, and distribution. In terms of design, the quality team ensures that the quality of the finished product (formula, packaging, and process) complies with the quality set by the brand. It is also made certain that the product complies with specifications.
THE FLAGSHIP PRODUCT AND TRUST OF THE CLIENTS
The 36-year old young founder of the young company talks about his flagship product and says, “With our flagship stretch mark cream, we will be serving pregnant women, bodybuilders, obesity, puberty stretch marks. We will be explaining and providing an indepth study of how the secret formula is going to work on their skin. We are also in a mood to educate our customers through social media and our website i.e. www.phade.in, so that they can fully rely upon us.”
Research & Development
The role of skincare cosmetics is to guide users to fresh and healthy beautiful skin. At Phade, formulation development is worked on, focusing not only on skin effects for that purpose but also on sensibility values such as security and comfort to keep using it with satisfaction. The research area is based on colloidal surface chemistry, such as emulsification technology and dispersion technology, but we have also developed more effective formulations by combining dermatological knowledge.
The basic function of skincare cosmetics is moisturizing, but it also plays a major role in responding to various skin problems such as stretch marks, psoriasis, eczema. Phade’s strength is in the technology for stably blending the active ingredients that fulfill those requirements and in the encapsulation technology for maximizing the effectiveness of the ingredients.
SECRET RECIPE
Varia describes his marketing approach as a ‘Secret Recipe’.
NO COMPETITION
Varia confidently speaks, “As such, we don’t have any competition in the market because of the breakthrough formulation that we have developed. No such brands are focusing on the appearance of stretch marks instead, they are selling products to lighten or cure the existing stretch marks. The formulation and process from which we derive our actives are registered trademarks and so, it’s not only difficult but impossible to copy and even if any other brand is trying to do that, the results will vary.”
THE FOUNDER HARDIK VARIA
Acquiring education at L J College of Commerce (BBA) and NAEMD (PG in Event Management), Varia saw himself as an entrepreneur later. Being multi-tasking, he likes to do all the work on his own. Also, he received appreciation from IIM, Ahmedabad for his management skills. Varia enthusiastically boasts about his work and passion which was to organize gigs.
He used to promote international artists and music with the motive to develop an excellent music scenario in India and build a gateway. Norman Doray, Chris Montana, Dave Kurtis, Jaytech, Tom Fall, Peter Brown, Stan Kolev are some of the artists Varia has worked with. He got an opportunity to work closely with Nikhil Chinapa, to develop quite a good music scenario in India. In fact, he wishes to start own record label one day.
VARIA SAYS, “I founded Whiskers (mens’ grooming brand) in 2017. I used to attend a lot of music festivals around the world where I noticed all the men focusing a lot on grooming i.e. from bodybuilding, hair styling, maintaining a good beard, and of course, smelling good. Everyone was looking dapper. I also observed what the shops were selling in terms of men’s grooming products and that was when I figured out the gap and desperately wanted to start this trend in India.
One of my friends also asked me to get a tattoo after-care product from Europe as there was no Indian brand fulfilling his necessity. I researched for a short time and saw that there were actually no Indian brands serving this virgin category.”
AN IMPACT NEEDS TO BE MADE
The company believes that it’s your product or service that inspires people to think outside the box. Your secret ingredient recipe is of top quality and result-oriented. Your service is top-notch. When customers describe your company, they speak in superlatives. You are always there for your customers. You give them peace of mind.
They know they can reckon you. Today, there are an infinite number of ways that people access information about products they wish to purchase. The challenge for businesses is to maintain a consistent unique selling proposition whether their messages are on television, in print, or online. Your objective is to have all your customers using the same few words when describing your brand to other people.
IN THE FUTURE
“I do not have a precise role in mind, but my aim over the next five years is to be at a place where I can make a difference. I will also be looking for opportunities to expand my responsibilities within this role to work towards my goal”, Varia who started Phade in August 2021, affirms.
A BEAUTIFUL MESSAGE
Varia boosts the morale of others by simple and beautiful words,
“Start by doing what’s necessary, then do what’s possible, and suddenly, you are doing the impossible.”
Undoubtedly, it has been witnessed that the beauty industry is continuously adapting to changes. Camillo Pane, the CEO of Coty talked about speed once in ‘Forbes’, “Brands are created at the speed of light.” He added, “The beauty industry is becoming increasingly complex. Our instinct is to dislike complexity. But we either embrace it, or we’re not going to be around.”
On the other hand, globally, the industry is strong and only getting stronger.
How big is the beauty industry? Up from $483B in 2020 to $511B in 2021 — and with an annual compounded growth rate of 4.75% worldwide — it’s predicted to exceed $716B by 2025. And $784.6B by 2027…
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