Indian direct-to-consumer beauty and personal care brand Pilgrim has achieved a major business milestone by crossing ₹400 crore in revenue in FY25, underlining its fast-paced growth in the highly competitive beauty and skincare market.
According to the company’s latest financial performance, Pilgrim’s operating revenue more than doubled year-on-year, rising to ₹408 crore in FY25 from under ₹200 crore in the previous fiscal. Including other income, the company’s total income for the year stood at over ₹417 crore, marking one of the strongest growth phases since its inception.
Pilgrim’s Strong Product Demand Drives Revenue Surge
Founded in 2019, Pilgrim has built its identity around globally inspired beauty formulations tailored for Indian consumers. The brand offers a wide range of skincare, haircare, makeup and fragrance products, many of which are positioned as clean, vegan and free from harsh chemicals.
This clear product positioning, combined with rising consumer awareness around ingredient transparency and self-care, has helped Pilgrim attract repeat customers across urban and semi-urban India. The brand’s digital-first strategy has also played a key role in expanding its reach among younger consumers who prefer online discovery and shopping.
Offline Expansion Adds to Growth Momentum
While online sales continue to remain Pilgrim’s backbone, FY25 also saw the brand deepen its offline presence. The company expanded its physical retail footprint with exclusive brand outlets as well as partnerships with multi-brand beauty and lifestyle stores across major cities.
This omni-channel approach has allowed Pilgrim to tap into walk-in customers, improve brand visibility, and create a more immersive shopping experience. Industry observers note that offline expansion is increasingly important for D2C brands aiming to build long-term trust and scale.
Rising Expenses Impact Bottom Line
Despite its impressive revenue growth, Pilgrim reported higher net losses in FY25, reflecting the cost of rapid expansion. The company’s losses widened to nearly ₹69 crore, compared to around ₹26 crore in the previous year.
A significant portion of the increased spending was directed toward marketing, brand promotions and customer acquisition, as Pilgrim aggressively invested in digital advertising and influencer-led campaigns. Higher employee costs and product procurement expenses also contributed to the rise in overall expenditure.
Investor Confidence Remains Strong
Pilgrim’s growth journey continues to be backed by strong investor confidence. During FY25, the company raised ₹200 crore in fresh funding, valuing the brand at approximately ₹3,000 crore before investment. The capital is expected to support further product innovation, offline expansion and strengthening of supply chain capabilities.
Over the years, the brand has attracted backing from several prominent investment firms and family offices, enabling it to compete with both Indian and global beauty players.
What Pilgrim’s Growth Signals for India’s D2C Market
Pilgrim crossing the ₹400 crore revenue mark highlights the growing maturity of India’s D2C beauty sector. Homegrown brands are no longer niche players and are increasingly scaling at speed by combining strong branding, digital reach and offline presence.
While profitability remains a work in progress, Pilgrim’s FY25 performance positions it as one of the key names to watch in India’s evolving beauty and personal care landscape. As the brand focuses on balancing growth with cost discipline, its next phase will be closely followed by both consumers and industry experts.