Why Does This Episode Matter?
Why Does This Episode Matter?
The personal care industry is evolving rapidly, but one category that has long been overlooked is kids’ personal care.
The skincare market itself is already worth over $115 billion and is projected to reach nearly $194 billion by 2032, showing how strongly consumers are investing in skin health and self-care.
At the same time, rising awareness around ingredient safety, sensitive skin, and preventive care is pushing brands to create more specialized products, especially for younger consumers.
Parents today are more conscious than ever about what goes on their child’s skin, driving demand for safer and age-appropriate formulations.
Recently, Aishvarya Murali, founder of Tuco Kids, joined our podcast DilSe Omni for a thoughtful conversation about building products specially designed for children.
Our discussion went beyond entrepreneurship as she explored parenting, product design, and why children need care designed uniquely for them.
The personal care industry is evolving rapidly, but one category that has long been overlooked is kids’ personal care.
The skincare market itself is already worth over $115 billion and is projected to reach nearly $194 billion by 2032, showing how strongly consumers are investing in skin health and self-care.
At the same time, rising awareness around ingredient safety, sensitive skin, and preventive care is pushing brands to create more specialized products, especially for younger consumers.
Parents today are more conscious than ever about what goes on their child’s skin, driving demand for safer and age-appropriate formulations.
Recently, Aishvarya Murali, founder of Tuco Kids, joined our podcast DilSe Omni for a thoughtful conversation about building products specially designed for children.
Our discussion went beyond entrepreneurship as she explored parenting, product design, and why children need care designed uniquely for them.
Aishvarya Murali
Founder @Tuco Kids
Topic discussed
Topic discussed
This podcast explores why children need dedicated personal care products instead of using baby or adult formulations, highlighting the emerging gap in India’s beauty and skincare market.
Through insights shared by Aishvarya Murali, founder of Tuco Kids, the discussion covers category creation, evolving parenting awareness, product design for kids, and the unique challenge of balancing parental trust with children’s product experience.
This podcast explores why children need dedicated personal care products instead of using baby or adult formulations, highlighting the emerging gap in India’s beauty and skincare market.
Through insights shared by Aishvarya Murali, founder of Tuco Kids, the discussion covers category creation, evolving parenting awareness, product design for kids, and the unique challenge of balancing parental trust with children’s product experience.
Building India’s Missing Kids’ Personal Care Category
India’s beauty and personal care market is large and fast growing, yet one important segment remained largely ignored — children between the ages of 3 and 13. While baby care products are widely available and adult personal care dominates shelves, kids were often expected to use “family products” designed for completely different skin and hair needs.
Aishvarya Murali recognized this gap early.
Indian supermarkets never truly had a dedicated kids’ aisle for personal care. Parents worried about sun damage, rashes, dandruff, and skin sensitivity in children, but lacked products specifically built for them.
Tuco Kids was created to solve this exact problem, building a category rather than just launching another brand. The idea was simple but powerful: children deserve personal care designed for their age, lifestyle, and developing skin.
By focusing on safety, efficacy, and trust, Tuco Kids began addressing an unmet need among modern parents who increasingly understand that kids are not just smaller adults, their care requirements are fundamentally different.
Building India’s Missing Kids’ Personal Care Category
India’s beauty and personal care market is large and fast growing, yet one important segment remained largely ignored — children between the ages of 3 and 13. While baby care products are widely available and adult personal care dominates shelves, kids were often expected to use “family products” designed for completely different skin and hair needs.
Aishvarya Murali recognized this gap early.
Indian supermarkets never truly had a dedicated kids’ aisle for personal care. Parents worried about sun damage, rashes, dandruff, and skin sensitivity in children, but lacked products specifically built for them.
Tuco Kids was created to solve this exact problem, building a category rather than just launching another brand. The idea was simple but powerful: children deserve personal care designed for their age, lifestyle, and developing skin.
By focusing on safety, efficacy, and trust, Tuco Kids began addressing an unmet need among modern parents who increasingly understand that kids are not just smaller adults, their care requirements are fundamentally different.
Building India’s Missing Kids’ Personal Care Category
India’s beauty and personal care market is large and fast growing, yet one important segment remained largely ignored — children between the ages of 3 and 13. While baby care products are widely available and adult personal care dominates shelves, kids were often expected to use “family products” designed for completely different skin and hair needs.
Aishvarya Murali recognized this gap early.
Indian supermarkets never truly had a dedicated kids’ aisle for personal care. Parents worried about sun damage, rashes, dandruff, and skin sensitivity in children, but lacked products specifically built for them.
Tuco Kids was created to solve this exact problem, building a category rather than just launching another brand. The idea was simple but powerful: children deserve personal care designed for their age, lifestyle, and developing skin.
By focusing on safety, efficacy, and trust, Tuco Kids began addressing an unmet need among modern parents who increasingly understand that kids are not just smaller adults, their care requirements are fundamentally different.
Why Do Kids Need Their Own Personal Care?
Many people believe skincare begins only in adulthood. But, as Aishvarya said, kids need personal care just as much as adults do.In fact, children’s skin is nearly 20–30% thinner than adult skin, which makes it more sensitive and vulnerable to irritation, dryness, and environmental damage.
The skin barrier is still developing during childhood, meaning it loses moisture faster and reacts more strongly to harsh ingredients. Other than this, here are some other key factors that play a role in determining:
Environmental skin damage: Children today spend significant time outdoors — playing, commuting to school, or participating in activities — leading to daily exposure to sunlight, dust, sweat, and urban pollution. According to dermatology studies, pollution particles can weaken the skin barrier early, increasing risks of dryness, allergies, and long-term skin sensitivity.
Puberty: An important factor is early hormonal changes. Dermatologists observe that signs of pre-teen skin concerns such as oil imbalance, body odour, and mild acne are now appearing earlier than before due to lifestyle and environmental changes.
Adult Skincare is Not Mild: Adult skincare products are designed for mature skin concerns like aging, pigmentation, or strong cleansing needs. These formulations often contain active ingredients, fragrances, or chemicals that may be too strong for children’s delicate skin.
This growing awareness is creating the need for a dedicated kids’ personal care category — products that are gentle, safe, age-appropriate, and designed specifically for young, growing skin rather than adapted from adult or baby care products.
Why Do Kids Need Their Own Personal Care?
Many people believe skincare begins only in adulthood. But, as Aishvarya said, kids need personal care just as much as adults do.In fact, children’s skin is nearly 20–30% thinner than adult skin, which makes it more sensitive and vulnerable to irritation, dryness, and environmental damage.
The skin barrier is still developing during childhood, meaning it loses moisture faster and reacts more strongly to harsh ingredients. Other than this, here are some other key factors that play a role in determining:
Environmental skin damage: Children today spend significant time outdoors — playing, commuting to school, or participating in activities — leading to daily exposure to sunlight, dust, sweat, and urban pollution. According to dermatology studies, pollution particles can weaken the skin barrier early, increasing risks of dryness, allergies, and long-term skin sensitivity.
Puberty: An important factor is early hormonal changes. Dermatologists observe that signs of pre-teen skin concerns such as oil imbalance, body odour, and mild acne are now appearing earlier than before due to lifestyle and environmental changes.
Adult Skincare is Not Mild: Adult skincare products are designed for mature skin concerns like aging, pigmentation, or strong cleansing needs. These formulations often contain active ingredients, fragrances, or chemicals that may be too strong for children’s delicate skin.
This growing awareness is creating the need for a dedicated kids’ personal care category — products that are gentle, safe, age-appropriate, and designed specifically for young, growing skin rather than adapted from adult or baby care products.
Designing Personal Care for Kids
Kids’ personal care is fundamentally a high-trust category. Unlike fashion or gadgets, parents do not experiment easily when it comes to products used on their children’s skin.
Tuco Kids focuses on children aged 3–13, offering natural, safe-to-use products built around real problems parents observe daily — dull skin, dandruff, sun exposure, dryness, and scalp issues.
Instead of positioning products as beauty solutions, the brand follows a problem-solution approach. Parents often discover Tuco through functional “entry products” such as sunscreen, dull skin lotions, or treatment gels. Over time, maintenance products help build habit formation, repeat usage, and long-term trust.
What differentiates Tuco Kids is its combination of modern formulation science with familiar traditional ingredients like turmeric, mint, and plant-based extracts — ingredients parents already trust from home remedies.
Beyond products, the brand reflects Aishvarya’s long-standing commitment to sustainability. Using 100% recycled plastic packaging and certified safe, vegan formulations, Tuco integrates responsible consumption with child-focused innovation — reinforcing its larger mission of building India’s first truly dedicated kids’ personal care ecosystem.
Designing Personal Care for Kids
Kids’ personal care is fundamentally a high-trust category. Unlike fashion or gadgets, parents do not experiment easily when it comes to products used on their children’s skin.
Tuco Kids focuses on children aged 3–13, offering natural, safe-to-use products built around real problems parents observe daily — dull skin, dandruff, sun exposure, dryness, and scalp issues.
Instead of positioning products as beauty solutions, the brand follows a problem-solution approach. Parents often discover Tuco through functional “entry products” such as sunscreen, dull skin lotions, or treatment gels. Over time, maintenance products help build habit formation, repeat usage, and long-term trust.
What differentiates Tuco Kids is its combination of modern formulation science with familiar traditional ingredients like turmeric, mint, and plant-based extracts — ingredients parents already trust from home remedies.
Beyond products, the brand reflects Aishvarya’s long-standing commitment to sustainability. Using 100% recycled plastic packaging and certified safe, vegan formulations, Tuco integrates responsible consumption with child-focused innovation — reinforcing its larger mission of building India’s first truly dedicated kids’ personal care ecosystem.
Designing Personal Care for Kids
Kids’ personal care is fundamentally a high-trust category. Unlike fashion or gadgets, parents do not experiment easily when it comes to products used on their children’s skin.
Tuco Kids focuses on children aged 3–13, offering natural, safe-to-use products built around real problems parents observe daily — dull skin, dandruff, sun exposure, dryness, and scalp issues.
Instead of positioning products as beauty solutions, the brand follows a problem-solution approach. Parents often discover Tuco through functional “entry products” such as sunscreen, dull skin lotions, or treatment gels. Over time, maintenance products help build habit formation, repeat usage, and long-term trust.
What differentiates Tuco Kids is its combination of modern formulation science with familiar traditional ingredients like turmeric, mint, and plant-based extracts — ingredients parents already trust from home remedies.
Beyond products, the brand reflects Aishvarya’s long-standing commitment to sustainability. Using 100% recycled plastic packaging and certified safe, vegan formulations, Tuco integrates responsible consumption with child-focused innovation — reinforcing its larger mission of building India’s first truly dedicated kids’ personal care ecosystem.
Who is the Customer Vs Consumer?
Who is the Customer Vs Consumer?
One of the most important business learnings shared in the conversation was understanding a simple but powerful idea: the customer and the consumer are not the same person — especially in kids’ categories.
In this market, the customer is usually the parent, most often the mother, who purchases the product. Parents make decisions carefully because they are responsible for their child’s health and safety.
They evaluate products based on trust, ingredients, safety standards, brand credibility, and whether the product feels reliable for long-term use. Their buying decision is logical and responsibility-driven.
However, the consumer is the child, the one who actually uses the product every day. Children do not think about ingredients or certifications. Their decision is emotional and experience-led.
One of the most important business learnings shared in the conversation was understanding a simple but powerful idea: the customer and the consumer are not the same person — especially in kids’ categories.
In this market, the customer is usually the parent, most often the mother, who purchases the product. Parents make decisions carefully because they are responsible for their child’s health and safety.
They evaluate products based on trust, ingredients, safety standards, brand credibility, and whether the product feels reliable for long-term use. Their buying decision is logical and responsibility-driven.
However, the consumer is the child, the one who actually uses the product every day. Children do not think about ingredients or certifications. Their decision is emotional and experience-led.
One of the most important business learnings shared in the conversation was understanding a simple but powerful idea: the customer and the consumer are not the same person — especially in kids’ categories.
In this market, the customer is usually the parent, most often the mother, who purchases the product. Parents make decisions carefully because they are responsible for their child’s health and safety.
They evaluate products based on trust, ingredients, safety standards, brand credibility, and whether the product feels reliable for long-term use. Their buying decision is logical and responsibility-driven.
However, the consumer is the child, the one who actually uses the product every day. Children do not think about ingredients or certifications. Their decision is emotional and experience-led.
They care about how the product feels, how it smells, whether it is fun to use, and if the overall experience is enjoyable. If a child dislikes the texture, fragrance, or usage experience, they simply refuse to use it.
This creates a critical business reality. A brand may successfully convince parents to purchase the product once, but repeat purchases depend entirely on the child’s acceptance. If the child stops using the product, consumption stops — and without usage, retention disappears.
That is why successful kids’ brands need to win the parent’s trust and win the child’s love at the same time. Growth happens only when brands balance both audiences — the rational buyer and the emotional user.
"A brand may convince a parent to buy a product once, but repeat purchases depend entirely on the child’s love. If the child dislikes the experience, consumption stops, and retention disappears. You have to win the parent's trust and the child's heart at the same time."
They care about how the product feels, how it smells, whether it is fun to use, and if the overall experience is enjoyable. If a child dislikes the texture, fragrance, or usage experience, they simply refuse to use it.
This creates a critical business reality. A brand may successfully convince parents to purchase the product once, but repeat purchases depend entirely on the child’s acceptance. If the child stops using the product, consumption stops — and without usage, retention disappears.
That is why successful kids’ brands need to win the parent’s trust and win the child’s love at the same time. Growth happens only when brands balance both audiences — the rational buyer and the emotional user.
"A brand may convince a parent to buy a product once, but repeat purchases depend entirely on the child’s love. If the child dislikes the experience, consumption stops, and retention disappears. You have to win the parent's trust and the child's heart at the same time."
They care about how the product feels, how it smells, whether it is fun to use, and if the overall experience is enjoyable. If a child dislikes the texture, fragrance, or usage experience, they simply refuse to use it.
This creates a critical business reality. A brand may successfully convince parents to purchase the product once, but repeat purchases depend entirely on the child’s acceptance. If the child stops using the product, consumption stops — and without usage, retention disappears.
That is why successful kids’ brands need to win the parent’s trust and win the child’s love at the same time. Growth happens only when brands balance both audiences — the rational buyer and the emotional user.
"A brand may convince a parent to buy a product once, but repeat purchases depend entirely on the child’s love. If the child dislikes the experience, consumption stops, and retention disappears. You have to win the parent's trust and the child's heart at the same time."
The biggest takeaway from this episode?
The biggest takeaway from this episode?
Kids’ personal care is emerging as a distinct category driven by evolving parental awareness and specialized product needs.
Kids’ personal care is emerging as a distinct category driven by evolving parental awareness and specialized product needs.
Building long-term trust early can shape lifelong consumer habits and redefine category growth in India.
Building long-term trust early can shape lifelong consumer habits and redefine category growth in India.
Winning this market requires balancing safety, science-backed formulations, and sustainable innovation.
Winning this market requires balancing safety, science-backed formulations, and sustainable innovation.
https://yt.openinapp.co/storetech_suren_dilseomni
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and hear real stories from people building the future
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and hear real stories from people building the future
Talks with Saurabh Agrawal
Talks with Saurabh Agrawal
Talks with Saurabh Agrawal
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Latest Episodes
How are Drones Disrupting the Logistics | Ankit Kumar X Saurabh Agrawal | Dilse Omni Talks: E12
In this episode, Ankit, who is leading Skye Air Mobility tells about the transform logistics with efficient, reliable, and sustainable drone delivery networks.
Retail Store Tech & AI Strategy | Suren Gounder X Saurabh Agrawal | Dilse Omni Talks: EP11
In this episode, Suren breaks down how offline stores are evolving from gut-feel operations into data-driven businesses — and why the brands that embrace store tech today will be impossible to catch tomorrow.
Decoding Conversational Commerce
Sonakshi Nathani — YC and Sequoia-backed founder who scaled Manifest AI to $4.5M ARR in two years without marketing spend — joins Saurabh to decode how AI chatbots are reshaping modern commerce.
Decoding Martech Playbook | Dr. Ashish Bajaj X Saurabh Agrawal | Dilse Omni Talks: EP9
This episode breaks down why Martech is no longer optional but essential for brands that want to move from fragmented campaigns to connected, data-driven growth.
Omnichannel Growth with Social Media | Sasha Chhetri X Saurabh Agrawal | Dilse Omni Talks: EP8
Saurabh sits down with Sasha, to unpack how social media actually drives real business outcomes when you stop chasing vanity metrics and start designing for omnichannel growth.
Legacy Brand's Omnichannel Transformation | Sridhar Balakrishnan X Saurabh Agrawal | DilSe Omni Talks: EP7
Saurabh sits down with Sridhar, Group CEO - Duroflex, to understand how a legacy brands can build omnichannel with patience and purpose.
Mastering Omnichannel Disruptions | K Ganesh X Saurabh Agrawal | DilSe Omni Talks: EP6
Saurabh sits down with K Ganesh, a serial entrepreneur, author, and one of India’s most respected startup builders, to unpack what really drives sustainable growth in modern businesses.
App Strategy for Omnichannel Brands | Abhijeet Singh X Saurabh Agrawal | DilSe Omni Talks: EP5
Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one.
Unlock Limitless Customer Lifetime Value | Anand Jain X Saurabh Agrawal | DilSe Omni Talks: EP4
Saurabh and Anand talk about resilience, first-principles thinking, and how AI-driven personalization is reshaping retention.
Does Loyalty Program really drives Loyalty | Mahadevann Iyerr x Saurabh Agrawal | DilSe Omni Talks: EP3
Saurabh and Maha talk about how loyalty programs don't create loyalty. Experience creates loyalty. Programs amplify it.
Decoding Omnichannel Marketing | Ganesh Balakrishnan x Saurabh Agrawal | DilSe Omni Talks: EP2
Saurabh and Ganesh decode modern marketing – blending data, retention, and omnichannel strategy to build human, memorable brand experiences.
Top 5 SEO Strategies for Omni Success with AI | Amit Tiwari x Saurabh Agrawal | DilSe Omni Talks: EP1
Discover how AI, data, and Omnichannel thinking are redefining SEO as the heartbeat of modern brands—online, offline, and everywhere in between.
Subscribe on your favourite platform
Subscribe on your favourite platform
Subscribe on your favourite platform
Subscribe for
insider insights
Get monthly newsletter right in your inbox
Subscribe
for insider insights
Get monthly newsletter right in your inbox
