What Pilgrim does

Pilgrim is a Mumbai-based direct-to-consumer beauty and personal care brand founded in 2019 and operated by Heavenly Secrets Pvt. Ltd. The company sells clean, science-backed skincare, haircare, makeup, body care, and fragrances to Indian consumers under a 'Clean Compatible' formulation philosophy that excludes parabens, sulphates, mineral oils, and other toxic ingredients. Its portfolio is organized around both themed ingredient collections (Korean Beauty Secrets, French Vinotherapy, Spanish Secrets, Amazonian Rainforest, Australian Beauty) and ingredient-focused lines (Vitamin C, Niacinamide, Salicylic Acid, Squalane, Ceramides, Retinol, Red Vine). Hero SKUs include the Advanced Hair Growth Serum (3% Redensyl + 4% Anagain + 5% Capilia Stem Cell Complex, clinically proven for new hair growth in 28 days), the Korean Rice Water Hydra Glow Moisturizer, the 10% Niacinamide Face Serum, and the 25% AHA / 2% BHA / 5% PHA Peeling Solution, each supported by consumer study results and thousands of verified reviews.

Pilgrim monetizes through one-time product sales priced in INR with frequent promotional tiers (Buy 2 at INR 699, Buy 3 at INR 999, FLAT 20-35% discounts). Its primary distribution channel is its own e-commerce platform discoverpilgrim.com, augmented by quick commerce aggregators (Zepto, Blinkit, Instamart, Flipkart Minutes) and an emerging offline footprint of 5 owned retail stores and 300 partner stores. Marketing leans on celebrity endorsement (Rashmika Mandanna 'Nani Ka Secret' campaign), influencer partnerships, social media, and review-led content. In FY25, Pilgrim reported operating revenue of INR 408.3 crore (up 105.4% YoY) and crossed INR 1,000 crore in gross ARR, but consolidated net loss widened 2.6x to INR 68.7 crore against total expenditure of INR 486.4 crore. The company has raised over $54 million across Series A (INR 13 crore, June 2021), Series B ($9M, August 2024), and a INR 200 crore round in March 2025 at a INR 3,000 crore pre-money valuation led by Narotam Sekhsaria Family Office, with Vertex Ventures indicating an IPO within two years.

Name

Pilgrim

Legal name

Heavenly Secrets Pvt. Ltd.

Website

https://discoverpilgrim.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Pilgrim is a Mumbai-based direct-to-consumer beauty and personal care brand founded in 2019, selling clean, science-backed skincare, haircare, makeup, and fragrances to Indian consumers through its e-commerce platform, quick commerce channels, and an expanding offline retail footprint.

Ownership category

akta.pro rank

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (D2C): Direct-to-consumer sales of beauty and personal care products including skincare, haircare, makeup, body care, and fragrances through their e-commerce platform discoverpilgrim.com. The company reports operating revenue of INR 408.3 Cr in FY25 with 105.4% YoY growth.
2. Offline Retail: Expansion into physical retail with five own retail stores and 300 partner stores to complement online D2C sales.
3. Quick Commerce: Sales through quick commerce platforms like Zepto, Blinkit, and Instamart. Pilgrim reported 5-6X sales growth during Christmas 2025 on quick commerce and 4X revenue spikes during Valentine's period.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Pilgrim is a direct-to-consumer (D2C) beauty and personal care brand that develops, manufactures and sells its own clean, science-backed skincare, haircare, makeup, body care and fragrance products under the "Clean Compatible" formulation philosophy. The portfolio is anchored on clinically tested actives such as 3% Redensyl, 4% Anagain, 5% Capilia Stem Cell Complex, Niacinamide, Vitamin C, Ceramides, Retinol, AHA/BHA/PHA and globally sourced ingredients (Korean Rice Water, French Red Vine, Spanish Rosemary, Australian Tea Tree and Kakadu Plum, Amazonian Patuá). Products are sold primarily through the brand's own e-commerce site (discoverpilgrim.com), supplemented by quick commerce platforms (Zepto, Blinkit, Instamart, Flipkart Minutes), Amazon India, and an expanding offline network of owned and partner retail stores in India.

Product overview

Pilgrim is an Indian clean beauty brand (operated by Heavenly Secrets Pvt. Ltd., Mumbai, founded 2019) that combines global ingredient traditions with science-led formulations. The brand operates across four core product verticals — Skin Care (face serums, moisturizers, sunscreens, face washes, peels, masks, eye creams, toners), Hair Care (growth serums, shampoos, conditioners, masks, oils, scalp treatments), Makeup (lip, face, and eye products), and Fragrances — organized around themed ingredient collections (Korean Beauty Secrets, French Beauty Secrets, Spanish Beauty Secrets, Amazonian Rainforest, Australian Beauty Secrets) and ingredient-specific lines (Vitamin C, Niacinamide, Salicylic Acid, Squalane, Ceramides, Retinol, Red Vine Extracts). Key hero products include the Advanced Hair Growth Serum (3% Redensyl + 4% Anagain + 5% Capilia Stem Cell Complex), the Korean Rice Water Hydra Glow Moisturizer, the 10% Niacinamide Face Serum, and the 10% Vitamin C Face Serum. The brand sells direct-to-consumer online (website and quick commerce platforms) and is expanding into offline retail with owned stores and partner outlets.

Differentiator

Problem solved

Functional benefit

Products and services

• Advanced Hair Growth Serum (3% Redensyl & 4% Anagain) Clinically proven hair growth serum powered by 3% Redensyl, 4% Anagain and 5% Capilia Stem Cell Complex, designed to promote new hair growth in 28 days and reduce hair fall in 14 days for men and women experiencing hair thinning, hair loss, widening parting, bald patches and hair breakage.
• Korean Rice Water Hydra Glow Moisturizer Lightweight gel moisturizer powered by Korean Rice Water that delivers glass-skin glow and deep hydration through 5 types of Hyaluronic Acids, with 3% Niacinamide for brightening and 5 Ceramides for skin barrier strengthening; suitable for all skin types and seasons.
• 10% Vitamin C Face Serum Brightening serum formulated with 10% Vitamin C (3-0 Ethyl Ascorbic Acid), Glutathione, 5% Niacinamide and Australian Kakadu Plum; designed to fade dark spots, firm skin, even out skin tone and deliver a noticeable glow in 5 days.
• 10% Niacinamide Face Serum with Kojic Acid & Korean Rice Water Upgraded acne-mark fading serum combining 10% Niacinamide with 1% Zinc PCA, Kojic Acid and Korean Rice Water Exosomes; targets acne marks, uneven tone, excess oil and enlarged pores while strengthening the skin barrier.
• 25% AHA 2% BHA 5% PHA Peeling Solution Advanced at-home exfoliating solution combining Glycolic Acid, Salicylic Acid and Lactic Acid with Aloe and Hyaluronic Acid; gently exfoliates dead skin cells, minimizes pores, fades spots and discolourations, and refines overall skin texture in 10 minutes.
• Non-Drying Anti-Dandruff Shampoo (Australian Tea Tree) Australian Tea Tree oil-based anti-dandruff shampoo formulated to reduce visible flakes from the first wash while remaining non-drying and supporting scalp health.
• Retinol Night Cream with Vitamin C & Hyaluronic Acid Anti-aging night cream combining Retinol, Vitamin C and Hyaluronic Acid to nourish, repair and reduce signs of aging while providing deep hydration overnight.
• Makeup Range (lip, face and eye products) Skincare-infused makeup range including lip products (bullet lipsticks, liquid lipsticks, lip tints, lip crayons), face products (foundation, concealer, BB cream, blush, highlighter, powder, primer) and eye products (eyeshadow, mascara, eyeliner).
• Fragrances (The French Love Collection and others) Fragrance collection including The French Love Collection featuring miniaturized perfumes, positioned as part of Pilgrim's broader lifestyle and beauty assortment.
• Body Care Range Body care range including body lotions and body serum lotions formulated with Vitamin C, French Red Vine, Hyaluronic Acid and Squalane for skin hydration, glow and even toning.
• Kits & Combos Curated multi-product kits and combos addressing specific concerns such as hair regrowth, anti-acne, detan & protect, brightening and gift sets at various price points.
• Corporate and Festive Gifting Program Dedicated gifting program including tiered gift options (under Rs 499 to Rs 1,499), combo kits and a corporate gifting service for businesses purchasing Pilgrim products for festive and corporate occasions.

Quantifiable outcome

• 96% saw glass-skin glow, 92% felt skin deeply hydrated (Korean Rice Water Hydra Glow Moisturizer)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• Cashfree PaymentscoreTechnology or Integration · 8 January 2026Pilgrim partnered with fintech company Cashfree Payments to address payment infrastructure challenges during peak sales events, achieving a 90% card success rate and handling over 1,720 transactions per minute. CardLink technology reduced checkout friction by eliminating manual 16-digit card entry.

Scale indicators11 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Minimalist: India-based D2C skincare brand focused on science-backed, ingredient-led formulations (Vitamin C, Niacinamide, Retinol). Closely comparable to Pilgrim in target audience, price band, and D2C-first go-to-market, and frequently cited alongside Pilgrim as a peer in Indian clean beauty.
• Foxtale: Mumbai-based D2C skincare brand offering affordable, science-backed serums, moisturizers, and cleansers with a similar Instagram-led growth playbook. Directly comparable to Pilgrim on product mix, customer segment, and digital-first distribution.
• Plum: Indian vegan, cruelty-free beauty and personal care brand with skincare, haircare, makeup, and body care lines. Directly comparable to Pilgrim on product breadth, clean beauty positioning, omnichannel retail presence, and target Indian consumer.
• mCaffeine: India's largest caffeinated personal care brand covering skincare, haircare, and body care. Comparable to Pilgrim as a digitally native Indian beauty brand with strong D2C presence, similar price points, and growing offline footprint.
• Sugar Cosmetics: Indian D2C color cosmetics brand with strong omnichannel distribution including 40,000+ retail touchpoints. Comparable to Pilgrim on D2C-plus-offline model, India focus, and digitally-led brand building, with overlap in makeup and skincare categories.
• WOW Skin Science: Indian clean beauty brand offering natural and Ayurvedic-inspired skincare, haircare, body care, and wellness products with strong D2C and modern trade presence. Comparable to Pilgrim on clean beauty positioning, broad personal care portfolio, and Indian market focus.
• Honasa Consumer (Mamaearth): Parent of Mamaearth and The Derma Co., India's largest listed D2C beauty and personal care company. Comparable to Pilgrim on product mix (skincare, haircare, baby care), ingredient-led positioning, D2C-plus-offline model, and being a category-defining Indian clean beauty brand.
• Juicy Chemistry: India-based certified organic skincare and haircare brand with strong D2C presence. Comparable to Pilgrim on clean beauty positioning, clinically/ingredient-led storytelling, and target Indian urban consumer seeking clean formulations.
• Dot & Key: Indian D2C skincare brand offering K-beauty and ingredient-led formulations (Vitamin C, Niacinamide, Retinol, Hyaluronic). Closely comparable to Pilgrim on product assortment, ingredient positioning, target consumer, and D2C-first model.

Broad incumbents

• Nykaa (FSN E-Commerce): India's largest beauty and personal care omni-retailer and listed entity, carrying thousands of brands including Pilgrim itself. Comparable as both a channel where Pilgrim products are sold and as a broad incumbent shaping the Indian beauty market Pilgrim competes within.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/discoverpilgrim
• Facebookfacebook.com/pilgrim.discover
• LinkedInlinkedin.com/company/discover-pilgrim

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pilgrim