Pilgrim, one of India’s fastest-growing D2C personal care
brands, introduced its first-ever hair care range ambassador – the stunning Yami Gautam.
The brand announced the captivating partnership through a powerful TVC and a compelling
digital campaign #PilgrimNeDhoondNikaale. As a brand that is committed to being toxin-free,
Pilgrims campaign featuring Yami Gautam strives to emphasize on its unwavering promise
of providing the most efficacious solutions for consumers personal care concerns. With this
partnership, the brand further aims to amplify the power of concern-oriented personal care.
Pilgrim’s hair care range includes a variety of popular products, such as the best-selling Hair
Growth Serum, Argan Oil Hair Mask, and Sulfate-free Shampoo. One of the brands most
successful offerings is the Korean range, which was launched in May 2020.
The quirky #PilgrimNeDhoondNikale campaign video features Yami being interrogated by
curious Korean natives about the secrets behind her luscious locks. With a clever twist, Yami
divulges that it’s not her but Pilgrim who has discovered these secrets, and she can be seen
sharing the secret i.e. the Korean Hair Growth Serum with the fascinated natives. The
personal care brand sources these hair care secrets from Jeju Island in South Korea.
Excited about her association with Pilgrim, Yami Gautam said, “Pilgrim haircare products
are the reason behind my good hair days and we all know how important that is. The reason
Pilgrim haircare products absolutely work is because they have been thoughtfully formulated
with the best natural and science-backed ingredients from around the world. That’s why I
was so thrilled to reveal these haircare secrets to everyone, and I am glad to be associated
with Pilgrim.”
Anurag Kedia, Co-founder CEO, Pilgrim said, “Pilgrim is on an upward curve,
continuously gaining consumer trust with our highly efficacious products made with world
ingredients. Yami’s belief in the power of concern-oriented personal care products just made
her the perfect fit for us and it aligns with what we stand for. Our association with Yami
marks an exciting chapter for us as we continue our growth journey in 2023 and beyond.”
Konark Gaur, Chief Marketing and Commercial Officer, Pilgrim said, “Our core brand
philosophy at Pilgrim is about being deeply consumer-centric and we are passionate about
discovering the best ingredients from around the world to offer the best to the Indian
consumer. That’s what differentiates us from the other brands. We are excited to amplify our
message on multiple digital and traditional mediums, which we are confident will make us
the first choice for haircare for millennials and Gen-Z across India.
The beauty and personal care brand witnessed massive growth in the last 12 months. It
crossed ARR 150 Cr mark with 6X growth in sales and revenue. In the year 2023, the brand
is focused on strengthening its research and development ability while building new,
innovative product offerings for consumers across the country.
About Pilgrim:
Founded in 2019, Pilgrim is one of the fastest-growing D2C Beauty and Personal Care brands that offers
skincare, haircare, and bath & body care products. The brand is known to source the world’s best beauty
ingredients to create exciting and efficacious products that deliver results. The company’s R&D and innovation
are driven by an in-house team and partnerships in India and across the globe. All Pilgrim products are mindfully
crafted according to the Pilgrim Code of being non-toxic, 100% vegan and PETA-certified cruelty-free. Each
product is FDA-Approved, dermatologically tested and free from toxins like Parabens, Sulfates, and Mineral Oils,
which are otherwise commonly used in beauty products.
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