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Quality-focused consumer app FirstClub is expanding into beauty and personal care, following nearly 18 months of building a grocery business centred on ingredient transparency. Having prohibited more than 200 ingredients in packaged foods, including artificial colours, preservatives and palm oil, the company is extending the same philosophy to the new category through its “Filtered for Good” label, aimed at helping consumers make informed choices amid complex ingredient lists and product claims.
Initially focused on quality-led grocery offerings, FirstClub has since diversified into pet care and home and kitchen products. Its move into beauty and personal care follows a consumer poll conducted by the platform to identify the next category customers wanted it to address, with beauty emerging as the most popular choice.
Over the past year, FirstClub has developed an ingredient-first framework covering shampoos, cleansers, moisturisers and sunscreens. Products are evaluated against global benchmarks, including the Environmental Working Group’s Skin Deep database, EU regulations and Indian standards. The company has also established category-specific criteria, such as mandatory pH testing for cleansers, in vivo testing for sunscreens and a prohibition on mineral oil in hair oils.
In addition to ingredient screening, FirstClub applies a customer-rating benchmark, listing only products with a minimum rating of four stars. For instance, the platform has shortlisted select offerings from among nearly 500 moisturiser brands available in India.
“While the industry focuses on offering more choices, we believe in offering better ones,” said Ayyappan R, Founder and CEO of FirstClub. “At FirstClub, curation and quality have always come before catalogue size. It’s not your job to figure out what goes into your products; it’s our job at FirstClub.”
The beauty and personal care category debuts with over 80 brands spanning skincare, haircare, body care and personal care, with products priced from ₹300 to ₹3,500. The portfolio features FirstClub’s exclusive labels, including Chosen by Dermatology, Flout and LNGVTY, alongside brands such as The Bare Bar, &Done, Sereko and Manetain.
Product pages provide detailed ingredient disclosures in simple language, explaining the role of each ingredient. They also outline key ingredients, skin concerns addressed, suitable skin types and customer reviews, enabling shoppers to make informed decisions on the platform. For instance, a moisturiser listing may highlight its suitability for dry skin, vitamin B5 as a key ingredient and customer feedback.
Beyond product discovery, FirstClub is introducing a Samples Selector that allows customers to try products before purchasing full-size versions. Its “Complete the Regime” feature recommends complementary products, helping shoppers put together a comprehensive skincare routine.
