Kaya Science (3)

Kayascience.com is a beauty startup that started operating during the pandemic and went online for the first time only a few months after the peak of the third wave of Covid-19. They are now one of the most recognizable and successful new brands in the Indian beauty sector today, more than any other new brands in the sector have done. This demonstrates how digital channels have helped drive this rapid growth and demonstrate that while growth may be the goal of a startup, it isn't always the primary aim or objective. When Kayascience.com began to come together and launch products, the founders dreamed of creating a successful brand that operated within the beauty industry. Unfortunately, the industry has been marred with difficulties such as confusion amongst brands, distrust towards consumers and a plethora of mediocre products. Kayascience.com was built on the foundation of the founders understanding the market, consumer's needs and their expertise in formulation science to create a product that consumers were comfortable using and receiving from a trusted source. The brand is straightforward, the product line is complicated due to the brands bold claim of it being a 'truly' effective skin care line. The emotional trajectory of Kayascience.com is similar to that of the growth of the start-up.