Chennai: India’s Gen Z consumers continue to redefine the convergence of beauty, identity and technology. Despite accounting for nearly 40 per cent of online beauty and personal-care purchases, this generation has long lacked skincare solutions crafted around their biology, behaviour and dynamic lifestyles. Addressing this gap, NXTFACE, India’s first AI-driven Gen Z skincare brand, was officially launched today, introducing a powerful new category built around the concept of the ‘second-face’ transition — the shift from adolescence to young adulthood.
Founded by Dhamyanthi Kumaravel, the next-generation entrepreneur from the CK Kumaravel family behind Naturals Salon, NXTFACE aims to redefine the youth skincare space with intelligence-led innovation. Inspired by her personal journey through post-teenage skin changes, Dhamyanthi spent nearly two years travelling globally, meeting scientists, and understanding how hormones, stress, and environmental factors shape young skin.
To create scientifically advanced, performance-driven formulations suited for Indian skin tones and climates, NXTFACE partnered with Connell R&D, a global leader in skincare innovation.
Speaking about the launch, Dhamyanthi Kumaravel, Founder-CEO of NXTFACE, said, “When I came back, I told my parents that the future of beauty won’t come from experience alone. It has to come from intelligence and an understanding of Gen Z. Our generation doesn’t need what our parents used; we need something that understands our transforming skin. NXTFACE does exactly that. It talks about change, not just glow or radiance. Your skin goes through another transformation as you step into young adulthood, and that’s your second face. NXTFACE was created to help our generation understand that phase, not fear it.”
NXTFACE has also introduced India’s first real-time, camera-activated AI skincare interface, which scans and interprets skin instantly—moving far beyond traditional prompt-based beauty tech. Built using AI, ML and LLM technologies, the proprietary system analyses visual data to offer unbiased skin insights and personalised lifestyle recommendations.
Commenting on the technology, she added, “Our AI doesn’t rate beauty, it explains biology. It helps users see their skin clearly, not filtered, not judged, but understood. I’m excited about what AI can do. It’s like a supreme human brain that can analyse millions of data points in minutes to deliver unbiased and authentic information. This is incredibly important for consumers today, and that’s why I decided to make AI the heart of our innovation. By leveraging AI across our R&D and digital platforms, we stay laser-focused on understanding Gen Z’s evolving needs across a country as diverse as India, where every region brings its own skin tones, lifestyles, and climates.”
She further added, “NXTFACE harnesses advanced small molecule technology to enable deeper penetration and faster absorption, ensuring every ingredient performs at its highest potential. Our formulations are proactive, adaptive, and transformative — designed not just to treat today’s skin, but to prepare it for tomorrow. Select products feature Exosomes, celebrated for their exceptional cell-repair and rejuvenation properties, bringing cutting-edge biotechnology into the masstige skincare space. By merging innovation with accessibility, NXTFACE delivers next-generation skincare that evolves with your lifestyle — intelligent, results-driven, and made for skin that never settles. And with today’s launch, we’re not just introducing a brand—we’re unveiling a vision. We aim to scale NXTFACE to ₹500 crore in revenue by 2030, driven by innovation, intelligence and a deep understanding of Gen Z.”
The launch portfolio includes serums, face washes, day creams, sleeping masks, lip balms, and an extensive sunscreen range featuring gels, sprays, and sticks. All products are vegan, cruelty-free, toxin-free, and priced at an accessible average of ₹550—reinforcing the brand’s masstige positioning.
Brand Ambassador Kayadu Lohar shared her thoughts on the association, stating, “I connected with NXTFACE instantly because it speaks to what we all experience – change. It’s not about hiding it or fighting it, but embracing it with confidence. That’s what makes it more than just skincare. It’s self-understanding.”
NXTFACE also sets a new industry benchmark with its three-pronged distribution strategy spanning retail shelves, website, leading e-commerce platforms, and over 800 Naturals Salons. Through this, consumers will be able to discover, test, and experience the brand across physical, digital, and experiential touchpoints simultaneously—making it one of India’s first skincare brands to exist cohesively across store, salon, and screen.
