Skift: Introducing India’s First Athleisure Skincare and Haircare Brand for Active Lifestyles

Mumbai (Maharashtra) [India], August 2: India’s booming beauty market is projected to reach $31.51 billion in 2024, with 40% growth expected by 2026. As more and more Indians embrace the new norm of fitness and active lifestyles, the need for specialised skincare products tailored to withstand sweat, sun, friction and constant movement has become increasingly apparent.

In this landscape, athleisure skincare emerges as a critical trend. At the intersection of fitness and skincare, Skift, a home-grown skincare brand, emerges as India’s first Athleisure Personal care brand.

Skift is ushering in a new era of skin health for fitness enthusiasts by dedicating itself to meeting the unique skin care needs of athletic people. Founded by Dhanvee and Jay Mehta, the brand is a movement empowering people to take up their fitness activities without compromising on skin health.

Blending fitness and skincare, Skift isn’t merely filling a market gap—it’s igniting a movement. This brand empowers everyone to confidently follow their active lifestyles, maintaining radiant and healthy skin effortlessly. People with an active lifestyle have active skin that needs active skincare. Basic skincare just doesn’t cut it!

A Solution Born from Personal Struggle

The journey of Skift began with the founders’ passion for fitness and personal challenges. Dhanvee battled persistent blisters and chafing, while Jay grappled with post-workout skin irritations. Their search led them to a startling realisation: the market lacked skincare products specifically designed for active lifestyles.

“We discovered a significant gap in the skincare industry,” says Dhanvee Mehta. “Despite the growing fitness trend in India, no brand addressed the unique skin concerns of people who lead active lives. We saw an opportunity to make a real difference.”

From Workout to Work: Skift’s Multi-functional Skincare Range

Skift’s product range reflects innovation in action. From sweat-resistant formulations to quick-absorbing long-lasting moisturisers, each product is carefully crafted to withstand the rigours of an active lifestyle.

The brand’s unique propositions include:

• Activity-Specific Formulations: Products designed to withstand sweat, heat, friction, and environmental stressors associated with active lifestyles.
• Comprehensive Range: Offers solutions for diverse needs, from pre-workout protection to post-workout recovery to travel-friendly skincare, making it a one-stop solution.
• Convenience-Focused: Easy-to-use, portable products that seamlessly integrate into busy routines.
• Multi-Functional Benefits: Products that offer multiple benefits, reducing the need to use multiple products
• Skin-Health Centric: Focuses on maintaining skin health and hygiene during and after physical activities.
• Science-Backed: Developed based on extensive research and unique technologies for the specific needs of active skin.

Success Stories Recounting The Skift Difference

The impact of Skift’s products is best illustrated through the experiences of its users. The brand has become an all-time favourite for ultra-marathoners, long-distance runners, cyclists, swimmers, trekkers, dancers, yogis and high-intensity training enthusiasts.

The brand’s effectiveness is underscored in its adoption by Olympian winner Saina Nehwal, one of India’s top badminton players, highlighting the multi-functionality of its products to everyday fitness enthusiasts and elite athletes alike.

As Skift continues to grow, the founders set their sights on further innovation and expansion. “We’re just scratching the surface of what’s possible in athleisure skincare,” Jay Mehta explains. “Our goal is to continue developing products that not only meet but anticipate the community’s needs of active individuals.”

Skift is gradually transforming personal care by seamlessly integrating fitness and skincare. It provides young and sporty people the stamina to pursue their passions without compromising skin health. This brand doesn’t just sell products; it celebrates the triathlon of movement, strength, and self-care, training a new generation to sprint towards their goals with glowing confidence.