“Sustainability is a patient and progressive activity”

Sukirti Patnaik, Founder, Indulge Salons, Bhubaneshwar, discusses the importance of skincare in salon business, while highlighting the need for top-class education.

Skincare is a crucial part of any salon’s service offerings. Yet amidst the buzz of hairstyling, this art of exceptional care often takes the backseat. As a skincare and makeup expert, Sukirti Patnaik, Founder, Indulge Salons, has ensured that skincare remains at the forefront of all the premium treatments at her salon. Her achievements also instil in skin therapists the confidence to be proud of their vocation and to scale newer heights. She believes in focussing on delivering optimum results to her client – a philosophy that has enabled her to establish a strong presence in Orissa with her brand.

Patnaik is a core member of the Sector Skill Council under the Ministry of Skill, Government of India. She is also the Founder and past Chairperson of INWEC, an entrepreneurship platform for women entrepreneurs within the Indian Chamber of Commerce. Her work in the sphere of education includes supporting first-generation women entrepreneurs and imparting skill training to prison inmates.

Read on to know about her inspiring journey in the world of beauty.

Tell us about your sojourn in the niche of professional skincare and makeup.

The journey started in the United Kingdom with my first training at SAKS, London. The UK and continental Europe provided me a great deal of exposure to skincare, skin treatments and professional makeup. I trained with the best industry veterans and institutes for two years, before embarking on my entrepreneurial journey. Initially, I sourced products and machinery from Europe. As the Indian beauty industry evolved, I had the opportunity to work with several passionate individuals from our industry, and this collaboration helped us access international brands in India.

My journey has been incredibly fulfilling, allowing me to explore diverse aspects of skincare – from Ayurveda to chemical peels and now to advanced treatments like exosomes. Makeup has also transformed from a powdery finish to an all-natural, glowing look. The industry is fast-paced, constantly evolving and full of learning opportunities.

For the past several years, I have had to educate clients and spread awareness. Today, with increased awareness, my role is to de-clutter the information overload and provide optimum solutions.

Which trends are you looking forward to in skincare in 2025?

The future of skincare is all about combining natural beauty with effective treatments. With makeup, the trend is to conceal flaws while enhancing natural features. On the skincare front, people are increasingly incorporating supplements, including IV drips with glutathione and vitamin C. Anti-ageing routines are starting earlier, with individuals in their mid-20s adopting preventive measures to look younger for longer. Even teenagers are embracing skincare regimes that are either holistic or targeted. This age group will become a major driver for the skincare industry.

What innovations are you incorporating in your salon in terms of services and technologies?

Innovation is crucial for staying relevant in the beauty industry, which has been highly competitive for the past 15 years. Operating from tier II cities throws a multitude of challenges that require solutions through service and technology innovations that encompass the full spectrum of salon operations. This includes innovative products, the latest tools, constant education, customer service procedure upgrades, and enhanced customer experiences. Social media trends and the latest innovations across geographies and industries also play a vital role in making operational changes. This is supported by software tools, data analysis and research to stay ahead and deliver results while enhancing the overall experience.

How has the business of skincare evolved over the years? What challenges do you face in this segment?

Skincare has progressed in line with the industry transformation from home-based solutions to beauty parlours, professional salons, cosmetology clinics and specialised solutions by hospitals, while the retail skincare industry has also evolved from generic to targeted solutions. The lines between salons, cosmetology centres, doctors and retail solutions are blurring. This trend will accelerate, leading to churn and innovations in all these segments. While the growth will be exponential, it will also come with challenges -consumer awareness, affordability and the need to balance luxury with practicality.

In the coming years, Innovation, globalisation, and new entrants from other sectors will be the challenges to watch out for.

Tell us about your bridal offerings.

At Indulge, we operate a bridal mall—a one-stop solution for all bridal needs. We start the bridal journey six months in advance, focusing on skincare, hair care and overall grooming of the bride to make her feel confident on her big day. Bridal requirements have evolved with increased exposure to national and international trends. This has meant dynamic bridal offerings, looks, and solutions change every season. We emphasise on creating a natural, radiant look using premium products sourced globally.

How important is training and continued education in beauty?

Training is key. I’m personally trained in the UK and Europe, and my technical expertise has been instrumental in leading the business. Continuous education ensures that we stay ahead in the game, and it is of utmost priority for us. Education is even more important today with the advent of social media and AI tools. Continuous training is a no longer an upgradation, it has become a requisite for survival in today’s industry.

How have you integrated technology, sustainability and an eco-friendly approach in your work?

Technology aids us in diagnosis, research and reaching out to a broader audience. We use tools like social media, WhatsApp and software for customer management. Sustainability is a patient and progressive activity that needs all stakeholders and touch points to work closely. We’re moving towards eco-friendly products and packaging, partnering with brands that prioritise environmental responsibility.

Which global beauty trends do you wish to see in India?

Korean skincare is unmatched in its scientific approach, and I’d love to see more of it in India. Globally, natural and understated beauty is becoming a preference, and I believe India will embrace this trend.

What are your plans for 2025?

Our focus for 2025 is on innovation and expansion. We aim to grow organically in the next two years while maintaining high standards. We cater to mass premium markets, delivering affordable beauty through the right awareness and this will remain our focus.

What advice would you like to give to aspiring beauty professionals?

Aspiring beauty professionals need a clear understanding of the beauty industry before diving in. It is crucial to be well-trained and skilled—not just passionate about beauty treatments. Simply enjoying salon visits isn’t enough; mastering techniques, understanding the business and knowing the industry’s intricacies are vital. Today, the challenge is not in the availability of beauty professionals but the availability of professionals who are self-motivated and are constantly upgrading themselves. Customers are also well informed through social media and the new AI tools, which makes knowledge and skills even more important for aspiring professionals.