How 'Kult' set a new trend in personalised skincare among Gen Z

India is witnessing a growing shift in how consumers approach beauty and skincare. They are no longer satisfied with ‘one-size-fits-all solutions’. Today’s buyers, especially Gen Z, who are more aware of their aesthetic needs, are seeking products that speak directly to their skin types, hair textures, and personal aesthetics. As awareness grows around individual needs, so does the demand for personalisation in the beauty industry.

 

This changing landscape is rooted in a larger trend: the fusion of technology, global access, and self-care. International beauty products, particularly from Korean skincare lines, are gaining immense popularity. However, the abundance of choices can often leave consumers feeling overwhelmed. Amid this saturation, customised solutions are emerging as the answer.

 

Addressing this challenge, Kult, a new app-first beauty platform, aims to simplify beauty shopping through a highly personalised, tech-enabled experience. Founded by Karishma Singh and Ruchika Pallavi, Kult has been operating in test mode for over the past year and is now expanding, with Payal Kanodia and Aishwarya Bansal from the M3M family joining its brand board.

 

Rather than manufacturing its own products, Kult plans to source over 700 premium offerings from around the world—including international labels, Indian favourites, and exclusive brands not typically available to Indian consumers. The goal is not just to cater to skincare enthusiasts, but to make beauty feel more relevant and accessible.

 

Speaking about the platform’s philosophy, co-founder Singh said, “We’ve built Kult to be a technology-first solution that makes beauty easier to navigate and more inclusive for the Indian user. This is about simplifying discovery through personalisation—because beauty should work for you, not the other way around.”

 

India’s diverse population brings with it a wide range of skin types and hair textures—from oily to dry, straight to curly—each with its own specific care needs. While many Indie brands cater effectively to this diversity, they often struggle to gain visibility in a crowded market. Kult intends to highlight these lesser-known Indian products alongside global bestsellers, giving users a curated selection based on their profiles.

 

With the advent of AI technology, customisation and personalisation are not just limited to content but are now deeply ingrained in beauty choices as well. Hence, Kult is leveraging AI to offer personalised recommendations that go beyond standard filters. The app will provide a catalogue that will suit the needs of the consumer, making discovery relevant and intuitive. Moreover, a panel of beauty experts will be brought in as well to help vet products, ensuring quality before they’re listed on the app.

 

As the world becomes more aware of their needs, the need for personalisation increases as well. Kult addresses the same need, one where innovation, inclusivity, and personal agency take centre stage. 

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