With almost two decades of experience in the export business, Rahul Vinod Chandok went on to venture into the beauty and skincare market to diversify his business and launched Wonderskin, an e-beauty store, along with his wife Mansi Moolchandani Chandok. It was his frequent travels to Japan that piqued his interest in the skincare industry and being an astute businessman, he thereafter went on to do a thorough R&D on the skincare and cosmetics market in the country. Following the market study, he realized the inaccessibility Indian consumers face in procuring genuine and good quality Korean products which are a rage world over. Being well aware and convinced about the goodness of the Japanese and the Korean skincare brands he finally launched renowned K-beauty brands ACCOJE and AROMA YONG in India through his e-beauty store. Passionate about his work, Rahul is enthusiastic to further bring the best of Korean skincare brands and practices to the country, he informs TMM in a detailed conversation. Excerpts from the interview:
Tell us about the core philosophy of Wonderskin as an online beauty store.
It was in Japan when I stumbled upon the world of skincare and then there was no going back. A brand is not simply an entity, but a story of emotion, reason, and wonder. The story of Wonderskin is deeply rooted in all three. My desire to make quality skincare available in India led to the founding of a brand that spans across two countries. Wonderskin originated with a single thought in my mind- Indians must have easy access to good quality natural skincare products. It was during my tours to Japan, that I stumbled upon the skincare industry. I used to marvel at how almost every person there looked kept up. Every woman on the train, on the streets, 
even at exhibition stalls looked fresh and sharp. With time, I realized it was not their makeup or clothes, but skincare. My own history with troubled skin and a general lack of availability and knowledge of skincare products had sensitized me, a garment entrepreneur to the gap in the Indian beauty industry early in my life. As tours to Japan increased, and the realization that superior quality products are available in the geography dawned on me, souvenirs turned into skin-care products and bringing gifts for the friends and family became the act of studying the market. As skins in the family got healthier and smiles got wider, I felt my vision did have potential, and together with my wife Mansi Moolchandani Chandok, we conceived Wonderskin.
You have recently launched the two most popular natural and cruelty-free skincare brands ACOOJE and AROMA YONG in India. How do you see the brands fitting in the Indian market?
Indian K-beauty market is evolving; however, it is still in the nascent stage, especially the skincare category. India is now a social media-driven society & people are showing keen interest in self-care, natural, clean & healthy ways to take care of their skin. Our brands use ingredients which are nature-derived and are backed with extensive research in formulation & testing. With K-beauty in its infancy, our brands are showing a promising future in the Indian market. Accoje & Aroma Yong are being loved by people who have used them and have become our loyal repeat customers.
Both the Korean brands are nature-inspired. Tell us more about the USP of both brands.
Accoje uses more than 10% of its ingredients grown & cultivated in Jeju Island and that gives them a special Jeju Certification. There is a dedicated seaweed complex, growing peptide-rich seaweeds such as Ecklonia Cava, Undaria Pinnatifida used in their popular anti-aging series and another complex growing green tea, cactus, portulaca oleracea, and many more.
Accoje uses extracts from certain plant species which are unique to Jeju such as black radish which is white from inside, wild ginseng tree which contains a large amount of elasticity boosting ingredients found in the reviving series of Accoje. The product packaging has been appreciated a lot as the bottles have a unique shape of the Jeju Island & have been beautifully designed by renowned designer “Kimyunsun”.
Accoje’s products are dermatologically and hypoallergenic tested & does not contain the 7 harmful ingredients which are 6 types of paraben, benzophenone, harmful minerals, artificial coloring, artificial fragrance, phenoxyethanol & animal oil.
Aroma Yong manufactures three variants in aromatherapy based face sheet masks that are made from natural wood raw material cellulose sheets. Each face sheet has a milky serum formulated with therapeutic top graded essential oils extracted from flowers, leaves, stems, fruits, roots and seeds of medicinal plants which carry the pure energy of nature & deliver anti-oxidation, anti-bacterial, and anti-inflammatory benefits deep into the skin.
The Indian skincare market is highly influenced by Bollywood. Do you see the change happening?
I feel Bollywood celebrities endorse the top brands of India to influence the mass market. Our 
products target the niche segment, people who are willing to invest in premium skincare. More than Bollywood, I would say social media channels like YouTube, Facebook, and Instagram are significantly influencing our lives. The best part about this change is that the people are more informed and aware of the expectation from a brand. Also, influencer marketing through social media platforms has a big and effective reach for niche segment products.
E-beauty stores have their own pros and cons. What makes it a promising platform?
Ease of browsing, one-click check out, guidance through chat, efficient logistic support partners who deliver to even the smallest areas in India and a more user-friendly approach makes the platform of e-beauty stores successful. Not everyone needs to visit a dermatologist for small skin issues and we suggest products as per customer’s skin type or any skin issue which does not need medicinal attention. The detailed information about ingredients on packaging & benefits shows the transparency of the brand & helps easy decision-making for the customer.
What makes Wonderskin unique from the contemporaries in the e-commerce market?
Wonderskin India is the sole licensee & distributor for Accoje and Aroma Yong with CDSCO Registration. Since the products are being directly imported to India from the manufacturers, the products are 100% genuine. There are many e-portals that are selling multiple brands & buying from local suppliers which may or may not be genuine. Our vision is to add 2-3 brands every year with CDSCO registration to our umbrella of Wonderskin, so that customers can easily trust us as a genuine seller.
When it comes to skincare, what are your favorites and go-to products on a daily routine?
Our favourite is the Reviving Gel Cream from Accoje’s Reviving series because it is made from extracts of the wild ginseng tree known for its skin elasticity boosting properties & squalene which is plant-derived, having anti-oxidation properties. Also, Accoje’s Protective Dust Mist Spray is a go-getter, for it gives a triple protection barrier from the fine dust particles, which is needed for all living in highly polluted cities of India. The Vital in Jeju Face Wash is a holy grail for people suffering from acne & oily prone skin along with our Best Selling Hydrating Aqua Gel Cream which is a Jar full of Moisturization.
What are your future plans for Wonderskin?
Wonderskin envisions expanding its basket of natural Korean skincare products and bringing in an exquisite mix of ingredients and formulas in the Indian market. Our initial plan was to get 2 more brands to India in 2020 but due to COVID it has been put on hold. We are now hopeful and working on to get at least 2 new K-beauty brands in 2021 to the Indian market.
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