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FirstClub crosses 3.5 million orders, enters beauty and personal care segment

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FirstClub crosses 3.5 million orders, enters beauty and personal care segment

The quality-focused commerce platform is launching the category with 80-plus brands and over 700 products, as it looks to build on its grocery-led consumer base.

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Bengaluru: FirstClub , the quality-focused commerce platform founded by former Flipkart executive Ayyappan R has crossed 3.5 million cumulative orders and is expanding into beauty and personal care , taking its ingredient-led approach beyond grocery into a category where it sees growing consumer interest in product safety and transparency.

The company has banned more than 100 ingredients from its beauty and personal care assortment, including those it identifies as carcinogens , hormone disruptors, skin sensitizers, and allergens. The category is launching with 80-plus brands and over 700 products across skincare, haircare, body care and personal care, priced between Rs 300 and Rs 3,500.

“Since day one, the objective of FirstClub has not been to build another quick commerce platform or a grocery-only platform. We've always believed that ‘quick’ doesn't have to exist just because of speed. We bring quick and quality together, and hence it's quality commerce that we are trying to build,” Ayyappan told ETRetail.

FirstClub's beauty foray is built around an ingredient-screening framework developed over the past year. The company uses the Environmental Working Group's (EWG) Skin Deep database to identify ingredients of concern and benchmarks them against global standards, including EU regulations, opinions of the Scientific Committee on Consumer Safety, Indian regulations and international retailer standards.


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