With over a decade of marketing expertise, Pavneet has played a pivotal role in enhancing dermo-cosmetic company, Ceuticoz’s market presence, driving product innovation, and building strong consumer trust through impactful brand strategies and customer-focused initiatives.
In an insightful interaction with Women Entrepreneurs Review Magazine, Pavneet talks about reframing narratives in the beauty industry to align with the evolving norms of the society. Talking about Ceuticoz’s approach to beauty and the narratives around it, she shares her thoughts on key themes.
From talking about how women leaders in personal care are reshaping beauty narratives to highlighting inclusive approaches that balance traditional expectations with modern conscious consumer demands, Pavneet sheds light on important topics.
How have women leaders in personal care reframed beauty narratives from appearance-focused ideals to wellness-oriented approaches?
Women leaders have been instrumental in reframing beauty narratives. Instead of chasing appearance-focused ideals, we’re placing skin health and self-confidence at the center.
Women leaders across this industry have been the ones to say: beauty is not just about appearance, it’s about how healthy, confident, and comfortable you feel in your own skin.
At Ceuticoz too, our mission is inspiring better health for all. We see beauty through the lens of healthy skin, science-backed, affordable, and globally accessible. This resonates deeply with today’s Indian consumer, who values authenticity and long-term results over temporary fixes.
Could you share a campaign or product innovation from your organisation that reflects this new definition of beauty? How did it impact brand perception and customer engagement?
One campaign that really reflects our philosophy is around our anti-acne range. The easy route would have been to show a clear, flawless face as the ‘after’ picture. But that’s not how real skin works. Instead, we built our campaign around education, we explained what causes acne, from hormones to lifestyle, and how it can be prevented and managed with the right products. Most importantly, we treated acne not as a flaw, but simply as another skin type.
That small but powerful change in narrative made people feel understood. Especially younger consumers, who are tired of unrealistic promises, saw that Ceuticoz was different. We weren’t pushing perfection; we were offering science-led, affordable solutions and the reassurance that their skin journey is valid.
As for product innovations- one of our key innovations has been developing products that truly address melanin-rich skin something global brands often overlooked. We focused on concerns like pigmentation, sensitivity, and long-term skin resilience, not quick cosmetic results. This approach resonated deeply with both clinics and consumers and helped us build both trust and long-term engagement with the brand.
How do you balance traditional beauty expectations deeply rooted in Indian culture with the modern wellness-focused, inclusive definitions that younger consumers are demanding?
In India, beauty rituals have always had wellness at their heart, whether it’s Ayurveda or simple home remedies passed through generations. So for me, it’s never about rejecting tradition, but reframing it with science. At Ceuticoz, we respect those cultural practices but also recognize that today’s younger consumer wants inclusivity, transparency, and clinically proven results.
So, we merge the two; our brand message is skin health for all.
We honor the cultural idea that beauty comes from care, but we translate that into modern, affordable, science-driven solutions.
That way, we bridge the old and the new, while making skincare globally relevant but locally meaningful.”
In your journey, what role has women-led leadership played in making product development more empathetic, inclusive, and relevant for diverse needs across India?
As women leaders, we live the diversity of skin journeys ourselves, and that gives us a more empathetic lens. At Ceuticoz, that empathy is embedded in every formula. For example, I often think about the young professional dealing with city pollution, the teenager struggling with hormonal acne, or the busy mother who needs something effective yet simple. These are not just ‘target audiences’, they’re real people with real needs, and I can relate to many of them personally.
That’s why our product philosophy is globally accessible skin health for all—science-led, affordable, and designed with inclusivity in mind. Unlike one-size-fits-all solutions, we consciously consider melanin-rich skin, varied lifestyles, and regional climates in India. That perspective has helped Ceuticoz stay relevant and trusted.
LAST WORD: Advice for Women Leaders in Beauty & Wellness
My advice would be, lead with purpose, not just products. In my case, that purpose is to inspire better skin health for all. If you anchor your brand in something authentic—whether that’s inclusivity, wellness, or accessibility growth will follow.
I also draw inspiration from global leaders like SkinCeuticals and Paula’s Choice, who have built brands on education and science rather than hype. I’ve tried to bring that global perspective into the Indian market, but in an affordable, accessible way. As women leaders, we have the unique ability to combine empathy with resilience—use that strength not only to build a business, but to create cultural change that lasts.”
