Himalaya Wellness is reworking its skincare playbook around its flagship Neem line, hoping to strengthen relevance among Gen Z consumers while pushing into premium categories and faster delivery formats.
The company, which launched its Neem facewash nearly 25 years ago, says the variant remains its lead contributor, accounting for over 30 percent of its face care portfolio. Rajesh Krishnamurthy, Business Director for Consumer Products, said the reformulated facewash now carries a five-part Neem extract designed to address recurring acne, an issue increasingly common among young urban consumers. The expansion will also see new extensions including scrubs, packs and a Neem serum set to roll out shortly.
India’s facewash penetration is currently just 25 to 30 percent, leaving room for significant headroom. Himalaya holds between 20 and 30 percent share by volume in this category and is targeting a 300 to 400 basis points gain over the next two to three years.
Premiumisation is another priority. Alongside Neem, Himalaya is introducing Turmeric-based facewash for dark spots and Vitamin C formulations aimed at skin brightening, supported by Aloe Vera and men’s skincare ranges. “Urban markets are showing clear signals of consumers trading up, and we will place sharper bets where the opportunity exists,” Krishnamurthy said.
Distribution continues to remain a strength with Neem products available across 95 percent of outlets nationwide. Online, the channel now contributes 12 to 14 percent of sales, with quick commerce emerging as the fastest-growing lever, making up 30 percent of digital revenues. The brand says the format is particularly well-suited for metro consumers willing to spend on premium launches.
By leaning on influencer-driven campaigns, digital-first communication, and a science-backed positioning, Himalaya is betting on Neem’s legacy while chasing a more style-conscious generation of skincare buyers.
