As beauty and wellness sector expands, hiring strategy embraces competition to find talent

Fashion, beauty, fitness and wellness — the demand for products and services in these areas is increasing by the day. The market is expanding in different ways: neighborhood stores and ecommerce stores are selling the latest products and influencers are used to tap niche categories.

According to a 2023 skill gap study conducted by KPMG, the Indian beauty & wellness sector grew at a compound annual growth rate (CAGR) of 18.2% between 2018 and 2022, more than the global CAGR of 17.6% during the period. The sector is now expected to reach Rs 5 lakh crore by 2030, with women constituting 70% of the workforce. And as it does, the career choices are also expanding.

Growth in careers

Naukri data shows that there was some flattening in fitness and wellness numbers over the previous months. The growth for beauty and personal care dipped in April but a positive hiring sentiment was seen again in May.

Hiring in fitness and wellness
Industry	Dec'23 vs Nov'23	Jan'24 vs Dec'23	Feb'24 vs Jan'24	Mar'24 vs Feb'24	Apr'24 vs Mar'24	May'24 vs Apr'24
Beauty & Personal Care	10%	8%	3%	4%	-2%	8%
Fitness & Wellness	11%	2%	14%	5%	-7%	1%

As the sector expands, there is a need to re-look at the right hiring methods.

Innovative hiring methods

Ankit Aggarwal, Founder & CEO, Unstop, says beauty and wellness brands are embracing innovative hiring methods to find talent. Instead of relying solely on academic background, beauty and personal care companies are turning to competitions and challenges to assess a candidate’s true potential.

L'Oréal, for example, partnered with Unstop to host Brandstorm and The Sustainability Challenge. These competitions showcase students’ ability to solve real-world problems and develop innovative ideas that shape the future of the beauty industry. Similarly, Johnson & Johnson uses challenges to connect with talent. It presents students with real-life business scenarios, and offers mentorship from in-house experts. This allows students to showcase their problem-solving skills and gain valuable industry insights.

Kenvue takes a unique approach with their Future Leader Identification Program. This utilises a treasure hunt format to assess a candidate's skills, quick thinking and brand understanding. By focusing on practical skills, Kenvue finds candidates who can not only contribute to their current offerings but also understand the future trajectory of the company.

Road to skill-based hiring

Ankit adds that the shift towards skill-based hiring ensures brands find well-rounded candidates. These students possess a deep understanding of the beauty and wellness landscape, coupled with the innovative thinking required to shape a brighter future for the industry.

The government skilling programmes also play a critical role in enabling this shift.

At the 3rd convocation ceremony organised by the Beauty and Wellness Sector Skill Council (B&WSSC) — which has trained more than 13 lakh candidates under the mission — Jayant Chaudhary, Minister of State (Independent Charge), Ministry of Skill Development and Entrepreneurship (MSDE), said, “The sector's exponential growth is a testament to India's demographic dividend, set to provide opportunities for close to 3 crore people by 2030 and contribute to a Rs 5 lakh crore industry with significant prospects across the Asia-Pacific region.”

Under the Pradhan Mantri Kaushal Vikas Yojana (PMKVY), B&WSSC has trained 4.89 lakh individuals, with 1.34 lakh certified under Recognition of Prior Learning and 2.54 lakh certified under Short Term Training and Special Projects. It has seen a placement rate of 49%.

The top job roles under RPL include yoga instructor, yoga trainer and assistant beauty therapist, while under STT and SPL, the top roles are assistant beauty therapist, pedicurist & manicurist, and beauty therapist.