Sunny outlook: Indian label POPxo innovates with multi-use products, emphasis on sunscreen to hit growth targets

CEO of POPxo-Plixxo and co-founder of The Good Glamm Group, Priyanka Gill, said the platform users preferred multi-use products based on data derived from its channels and focus group discussions conducted on a few hundred users.

An example of a multi-use product under POPxo is the tinted sunscreen. Besides providing broad-spectrum sun care, it could act as a foundation, base colour and moisturiser, said Gill.

The six-SKU sun care range is its first non-makeup product. Its launch is complemented by a continuous campaign named #EkDoTeenApplyPOPxoSunscreen (loosely translated from Hindi as ‘One, Two, Three, Apply POPxo Sunscreen).

The two-pronged strategy was executed to bolster the label’s attempt at achieving its target of 100 crores (US$12.6m) within the next 12 months.

“Users like multi-use products, which appeals to the Gen Ys and Gen Zs. They like its value-for-money feature that is effective and put in attractive packaging. It’s an affordable range for young users and young women. The products are ready-to-go and pocket-sized.​

“Another multi-use example is the POPxo H2O Booster Sunscreen Gel, which contains kakadu plum, vitamin C, and probiotics to improve skin barrier and oleosome technology for comfort. The mist POPxo Beach Bum Multi-Use Sunscreen Spray, containing hyaluronic acid and demonstrating water resistance and non-greasiness, could also be sprayed on hair for protection.​

“Users simply need to place one investment and get multiple shades and choices. In this regard, we plan to extend the sunscreen, lip, eye and nail ranges to include more shades to fulfil every need in a user’s life,”​ said Gill.

Launched in 2015, POPxo is among India’s leading online communities built for the millennial woman to read and watch content, shop and ‘hang out’. It blends content and commerce, with the material available in six languages.

The label entered the beauty segment with the POPxo Makeup Collection by MyGlamm in October 2021. It featured 13 curated, all-in-one nail, face, eye and lip kits.

India’s sun protection market​

According to The Good Glamm Group, the Indian sun care market is worth 600 crores (US$75.6m). However, Gill observed two major issues plaguing the market – the users’ perception of sun care and the effects after applying products.

Many consumers perceived sun care as seasonal and applied only during summer. They also think it should be applied when they know they will be exposed to the sun for an extended period.

Second, Indian users are unhappy and uncomfortable that sun care products usually make their skin sticky and oily and seem to create a white cast after application.

“No matter how young you are and wherever you may be, you should wear sunscreen. Sunscreen is a product that must be used every day. It is the first defence against ageing and for maintaining skin health,” ​she said.

Therefore, POPxo took extra caution when formulating its sunscreen range, from the ingredients and packaging to pricing strategies to make it accessible to all users, especially the Gen Zs who might not have disposable income yet. The range retails from 296 rupees (US$3.80).

“We pay attention to how the products feel and make them easy to use, just as we’d use serums or moisturisers. For users, it’s a very challenging time today. Hence, our products are well-priced. Users should not sacrifice anything to get access to sunscreen.​

“The campaign is big and ongoing. It’s a public-need campaign. There’s a lot of work to be done here. We hope the category grows and that we also grow along with it. We’re super excited about what’s going on right now,”​ concluded Gill.