In the age where we admit that every skin is different, there has never been a greater need for personalization. The number of beauty and health conscious people investing in professional skin care products that are made from reliable, natural ingredients and deliver effective results sees a promising increase. It is safe to say that personalized skin care is now having a big moment in the Indian beauty landscape.

Personalization is an emerging trend in skin care today Amway is a leader in its innovative solutions that meet the specific and evolving skin care needs of consumers. We are seeing a significant shift in consumer decisions and consumption habits, especially in the skin care category. The skin care segment continues to evolve and there is increasing interest in high performing, ingredient based skin care solutions. In line with this, ARTISTRY ™ has been continuously developed to deliver personalized skin care solutions that marry the best of nature and the best of science.

A premium skin care brand, ARTISTRY ™is now one of the ten best-selling skin care brands in the world. The brand was founded in 1958 out of a love of beauty and wellbeing. It has a trusted legacy of more than 50 years that made it a pioneer in the beauty and skin care industry. ARTThe essence lies in the belief that beauty is alive, stimulating and uplifting, which results from three attributes – fulfilled by nature, perfected by science and equipped with personalized products for you.


To recognize brands like this, Femina and ET Edge came together for the first edition of Femina Power Brands 2021, a virtual meeting of distinguished guests and executives from the lifestyle, media and entertainment industries to introduce the most sought-after lifestyle brands of the past year.

The winner, ARTISTRY ™, is India’s # 1 undisputed premium skin care brand that has received phenomenal consumer response and love. Over the years, the brand has been instrumental in strengthening the premium skin care category in India by offering differentiated and innovative offerings. In the past two years, ARTISTRY ™ has revolutionized products such as: Artistry Intensive Skincare Advanced Vitamin C + HA Formula and Artistry Signature Choose Personalized Serumand make innovative and personalized skin care accessible to the Indian consumer.


Vision and mission

Artistry ™, a premium skin care brand, is now one of the top ten best-selling skin care brands in the world. The brand was founded in 1958 and has more than 50 years of legacy that has made it a pioneer in the beauty and skin care industry. Today it offers a groundbreaking, holistic approach to beauty that has evolved in a variety of ways to meet the changing preferences of its customers. The essence of Artistry ™ lies in the ‘Living Beauty’ belief that beauty is alive, energizing and uplifting. This is based on three attributes: true to nature, perfected by science and with personalized products for you.


How does art relate to its consumers?

Artistry ™ in India has received phenomenal feedback and love from consumers over the years. Today it offers a groundbreaking, holistic approach to beauty with the belief that “every woman is an individual like no other, a self-made work of art”.

The product portfolio ranges from cleansers, toners, moisturizers, eye creams, serums, peelings and masks to specialized skin care. This makes Artistry ™ the perfect one-stop solution for all skin care requirements. Over the years, the brand has been instrumental in strengthening the premium skin care category in India by offering differentiated and innovative offerings. In the past two years, Artistry ™ has launched revolutionary products such as Artistry Intensive Skincare Advanced Vitamin C + HA Formula and Artistry Signature Select PersonalizedSerum that bring innovative and personalized skin care to the Indian consumer. The high demand and love for Artistry ™ from Amway’s direct sellers / retailers and their consumers is testament to the brand’s superior quality products.


In addition, Amways Nutrilite is a brand of choice among health enthusiasts as it continues to meet the evolving demands of consumers through product innovations in nutrition and herbal nutrition. Similarly, Amway plans to leverage nutritional skills in the Beauty and Skin Care category in line with customer trends to focus on Healthy Beauty products that promise cleaner, healthier looking skin. With Artistry ™, Amway continues to develop innovative skin care solutions that meet the changing needs of consumers, with an emphasis on specialized, personalized, clinically tested and performance-driven products. In line with the trend towards personalization in beauty, Artistry ™ has launched the Virtual Beauty App alongside the recent launch of Signature Select Personalized Serum. One of the main functions of this app is to offer personalized skin care and beauty recommendations to consumers.


Artistry ™ has been continuously developed to offer performance-based beauty and skin care solutions that combine the best of nature and the best of science. With our recent product launches, we are offering the Indian consumer differentiated offers of high quality beauty and skin care products from Artistry ™.


Value Proposition for Consumers

Today, consumers in India have traveled widely and are exposed to global trends and products. The availability of various international beauty brands in India continues to make the market very competitive. However, the void lies in the treatment of skin care issues that are unique to the Indian consumer. Amway, with its marquee skincare brand Artistry, bridges this gap by developing products that are suitable for different skin types. Aligning the trend of personalization in beauty, we launched Artistry Signature Select Personalized Serum in 2020. In addition, Amway aims to respond to evolving consumer and market trends in India with its skin care portfolio. The brand offers a portfolio of products made with high quality ingredients using the latest technology. The brand takes a holistic and innovative approach to offering unparalleled products and meeting the changing demands of consumers.

With the increasing emphasis on the digital, which has been a top priority for Amway, the company has made significant strides towards a “digital first” approach worldwide, including in India. In our quest to bring innovative and customized experiences to our direct sellers / retailers and their consumers, we have also launched a unique Artistry Virtual Beauty app. This new offering is in line with Amway’s digital transformation journey and is a step in strengthening its leadership position in the beauty and skin care category in the country. The app enables our direct sellers / retailers to both shop and do business through gamification, engagement and personalization tools.

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