A Dubai-based impact-driven beauty tech platform is looking to meaningfully disrupt the beauty landscape with a unique triple-pronged framework committed to ‘People, Planet and Purpose’. Recently launched online in the UAE, Secret Skin will open doors to a more holistic beauty experience for the UAE audience that focuses on making beauty a part of a larger conversation on Women’s health and wellness. Sustainability practices and the benefits of switching to ‘Clean’ will be a big focus area in creating awareness about conscious consumption in the region. The digital platform will be powered with interactive tech innovations (AR/VR) in its roadmap to enable consumers towards making better purchase decisions that suit their individual preferences.
With more and more studies showing links between chemicals widely used in cosmetic and personal care products, and changes in reproductive hormones, there has been an increasing shift in consumer preferences trending more towards the ‘Conscious beauty’ movement led by ‘indie’ or independent brands that are committed to social and environmental impact in their offering of organic or natural products. Projected to generate nearly $22 billion globally in 2024, Clean Beauty is a new era that promises no nasties for a chemical-free, non-toxic yet high-performance skincare regime.
Secret Skin is the brainchild of ex-Amazon executive and recently-turned entrepreneur Anisha Oberoi, a cancer survivor with a strong vision to foster meaning and positivity in the lives of others. The digital platform promises to connect global, high-performance clean beauty brands with mindful consumers with an opportunity to give back to the community. Brands in the Secret Skin portfolio maintain high standards of product integrity, use ethically sourced ingredients (often through fair trade), are cruelty-free and gender-neutral with sustainability practices across sourcing, packaging and shipping. Through its Eco-Rewards program, Secret Skin strives to curb single-use plastic consumption and offers an advantage to consumers to reduce their carbon footprint on the planet through recycling.
“I knew very little about the clean skincare industry when I was battling breast carcinoma in 2010. There were hardly any natural/organic toxin-free products available in the market that I could use. Given the toxicity of the medication I was being administered, I experienced drastic changes in my appearance. I was unable to use conventional beauty products that contained harmful ingredients as camouflage, causing me to experience severe self-esteem issues. It was this desperation that inspired me to do something value-driven and entrepreneurial around beauty and wellness so that I could make a difference to the lives of women who face the same issues, by building a brand they could trust.” says Anisha Oberoi, Founder & CEO of Secret Skin.
Key USPs of Secret Skin include:
Reduction of single use plastic consumption through partnership with ZeLoop recycling app
Exclusive retail partnerships with ‘first-time in UAE’ global brands towards “Clean World of Beauty” value proposition
Lower carbon footprint via local Robotics fulfillment, faster and free shipping
Competitive and affordable pricing
Flexible Payment options (Payfort powered by Amazon and Shop Now Pay Later by SPOTII)
Focus on Women’s’ health and wellness, collaborations with FemTech start-ups to spread education and awareness
www.thesecretskin.com currently showcases over 1,200 products curated from brands around the world including England, USA, Australia, India, South Africa and UAE in keeping with its promise to support small businesses across all personal care categories of Bath & Body, Hair, Face, Vegan Nail Colors and Beard Grooming, with makeup and kids-centric categories soon to be available as part of the portfolio. To enhance customer shopping experience, products will also be made available on an AI enabled mobile app later this year. Secret Skin is also in the process of onboarding brands from New Zealand, Japan, Canada and Thailand.
At present, Secret Skin fulfills locally and ships to consumers in UAE and India, with plans to expand operations to the rest of the GCC region by 2021.