Urban Company brings Forest Essentials treatments to at-home beauty services
Urban Company is testing luxury-led at-home beauty services in NCR and Mumbai, pricing Forest Essentials treatments at ₹4,999-5,999. The move aims to lift spend per user and margins as GetLook, Yes Madam, Snabbit and NoBroker’s Zivora intensify competition.
What happened
Urban Company is premiumizing at-home beauty through luxury skincare partnerships, led by Forest Essentials treatments in NCR and Mumbai. The move targets
Key facts
- ₹4,999-5,999 price for Forest Essentials treatments
- ₹2,000-2,400 price for Japanese rituals
- ₹300-500 starting price for regular salon services
- ₹49 starting price for Snabbit Blush services
- ₹29 threading price on Zivora
- ₹1,499 Japanese Cherry Blossom facial price on Zivora
- ₹1,799 Korean Glass Skin facial price on Zivora
- 7% year-on-year increase in NTV per annual transacting user to about ₹1,293 in June quarter
- 29% growth in core India consumer-services NTV to ₹1,056 crore
- 21% rise in users
- Adjusted operating profit margin rose to 6.9% from 5.2%
- Forest Essentials treatments rated 4.91-5 out of 5
- GetLook says in-house products add 5-10% overall margins
Why this matters
Forest Essentials shows how Urban Company can use prestige-brand partnerships to build a defensible premium beauty vertical, creating potential for additional alliances across skincare, wellness and salon categories.
What to watch
- Pilot expansion beyond NCR and Mumbai, especially into Bengaluru, Hyderabad or Pune.
- Repeat-booking rates and evidence of membership/package adoption at premium price points.
- Whether Urban Company discloses higher beauty average order value, improved service margins or premium-category contribution.
- Availability, retention and compensation changes for trained premium beauty professionals.
- Competitive launches, luxury-brand partnerships or deep discounting by GetLook, Yes Madam, Snabbit and Zivora.
- Customer reviews focused on therapist consistency, product authenticity, punctuality and salon-like experience quality.
- Expand the pilot through premium residential clusters, corporate wellness partnerships and high-end hotel/apartment communities before entering additional cities.
- Create tiered luxury service bundles, memberships and pre-paid packages to increase repeat frequency and reduce customer-acquisition dependence.
- Train and certify a dedicated premium therapist cohort, with tighter grooming, hygiene, consultation and quality-control standards than mass-market salon services.
- Add adjacent premium beauty brands and categories such as advanced facials, hair spa, bridal preparation, grooming and post-treatment product sales.
- Use premium services to segment affluent users and cross-sell high-margin home maintenance, wellness and subscription offerings.