StartupTalky

Tag: Cosmetic Industry

  • Nykaa Marketing Strategy: How It Managed to Target Audience in Beauty Market

    Today, there are tons of startups that have evolved in India in various industries and verticals. One such industry that has seen immense growth in the last decade is the Indian cosmetics industry. 8 years back, when e-commerce platforms were emerging in various sectors, people started to give importance to shopping for skincare and healthcare products online. There was a rise in the awareness of the skincare products and getting them was simple as they could be delivered at the consumers’ doorstep. This gave birth to one of the prominent brands of skincare industries, the online beauty retailer, Nykaa.

    Nykaa is a brand that we have all heard of from different media and advertisement. Some of us would have heard it from our friends who have used it. After all, word of mouth is a good marketing method that is proving to be widely successful. Nykaa is one of the best beauty and personal care product brand. Nykaa has now gained an excellent customer base. Nykaa’s marketing strategy has been very successful for them. It has cosmetics, haircare, bath and body, skincare, luxury and other wellness products for men and women.

    Nykaa works on an omnichannel model where they have established a strong presence online as well as have opened up more than 68 stores across the city. They work with more than 1500+ brands and have been successful in becoming one of the most prominent brands in India. Their reason for success and growth has been their effective and enthralling marketing strategies. The following are the Top Marketing Strategies used by Nykaa:

    Nykaa – The Beginning
    Nykaa Marketing Mix
    Nykaa – Marketing Strategy

    Nykaa Business Model and Nykaa Marketing Strategy 

    Nykaa – The Beginning

    Falguni Nyar, the founder and CEO of Nykaa
    Falguni Nyar, the founder and CEO of Nykaa

    Nykaa was founded by Falguni Nayar, who was an investment banker. She along with her husband, Sanjay Nayar, invested $2 million in 2012 and controlled about 95% of the stakes. Being amazed by the variety of branded cosmetics that were available in the market, she turned to entrepreneurship at the age of 50.

    The initial plan was to sell products directly from warehouses located in Delhi, Mumbai, and Bangalore. Without using the store format, they were able to gain better margins with the products. The initial marketing was done online and through various social media platforms.

    Within 5 years, the company was able to break even the initial investment. Major marketing initiatives included hosting the Femina beauty awards in 2015 and 2016. It gained Unicorn status in 2020.

    Nykaa Marketing Mix

    Marketing mix of Nykaa focuses on delivering high-quality beauty products, competitive pricing, and effective promotions to attract and retain customers. With a strong presence across multiple channels, Nykaa has become one of India’s leading beauty retailers, offering a blend of value and customer-centric strategies.

    Product

    Nykaa’s marketing strategy focuses a lot on product quality. They spend heavily on research and brand development to ensure they get the best products. This strong focus on quality has helped them gain trust from customers and industry experts.

    Because of this, along with strong promotions, Nykaa has become one of India’s top beauty retailers. Their products are now available in over 1,000 stores across India, and they plan to expand globally soon.

    Pricing

    • Cost-Based Pricing: Nykaa decides its prices based on how much it costs to make a product, adding a profit margin accordingly.
    • Value-Based Pricing: Since 2014, Nykaa has kept its prices competitive, which has helped them grow fast as customers love good deals. They also offer free shipping on orders over ₹500, attracting more buyers. Nykaa uses cost-effective sourcing methods to keep prices low so that customers can shop affordably.

    Offers and Discounts

    Nykaa provides seasonal discounts and special sales for online shoppers. Their Pink Friday Sale is the biggest event, offering huge discounts on many brands. This attracts more customers and boosts sales.

    Promotion

    Nykaa uses social media and TV ads to promote its brand. This has helped them connect with more people and keep their audience highly engaged.

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    Nykaa – Marketing Strategy

    With the situation here, the best way to market a product is to use the digital platforms. Even when you market it digitally, it is important to keep it perfect to be able to attract more audience. Social media interaction is extremely important to keep the customers proper and in a track. They knew the right way to get into the minds of the target audience and also to retain the customers. Their main target audience were the people who were students and professionals who do not have enough time to go to a physical shop and buy the required cosmetic.

    Marketing Through YouTube Channel

    Youtube is the media where people go to while away their time by watching videos. They have a segment known as “Nykaa TV” which was made by seeing the emergence and importance of the advertising market by the means of videography. Nykaa has a whopping 1.24 million subscribers on its YouTube channel. This channel on YouTube helps the viewers to know more about beauty and wellness products and their “how-to” videos also provide a lot of information on products related to this sector.

    Nykaa’s YouTube channel has videos that help customers understand how each cosmetic is to be used. Also, some people do not know what product to use and which brand will suit them best. These videos help them identify what they need and buy them from Nykaa. They keep posting videos regularly to make sure the subscribers get useful information often.

    Moreover they have celebrities and their stylists make short videos on make-up and skincare as well!

    Influencer Marketing

    This is also quite common with Nykaa’s marketing. Influencer marketing is usually used by Nykaa while launching a new product. Nykaa has the belief that it is easier to maintain customer loyalty when they are able to maintain a proper relationship with the influencer. Also, it can increase customer engagement.

    Nykaa has always believed in collaborating with big names because collaborations have proven to be very successful for them. Be it the collaboration with Femina Beauty Awards or the recent collaborations with Katrina Kaif – Kaif with Kay beauty and Masaba – Masaba with Nykaa, all such collaborations help Nykaa to get popularity as well as target a wider audience.

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    Nykaa Offers and Discounts

    Offers and coupon codes are the best ways to attract customers in a very short time. Nykaa has been offering many discounts and coupons to its customers on purchasing branded beauty and skincare products from their portal. This has been one of their very successful strategies in marketing their e-commerce business. They use various coupon codes and offer various discounts so that they attract a maximum number of customers on various occasions and festivals. This has proved to attract a lot of customers for them and they hence have a good sale during the offer periods.

    Content Marketing Strategy

    Nykaa’s digital marketing strategy leverages social media, influencer partnerships, content marketing, and targeted online ads to engage and connect with its audience, driving brand awareness and sales. Nykaa’s digital marketing strategy is yet another awesome marketing strategy of Nykaa that has proved to be successful. Generally, the challenge in content marketing is that most people don’t see or read it unless it is extremely interesting. To make it a point to attract new customers and retain old customers, the content team has to make the content very creative. They have a team of young and enthusiastic professionals for creating the best possible content. They make sure the content in all the platforms like websites, blogs, other articles, tutorials are all made in a very creative and understandable way.

    Nykaa believes that by showing high-end content on their website, app and social media handles they can showcase global trends by which they can establish their own brand name. It is often said that content is king and is highly consumed by people; hence they have established a qualified team for its content strategy. Nykaa has very appealing social media portals and websites because that is how they keep their users engaged by providing interesting content. They have active blogs where users can get expert advice from professionals on beauty and wellness as well as can get many tips on makeup.

    Nykaa also uses SEO strategy in its contents to rank higher. When people need something, they search for it on the search engine before reaching out to the website or YouTube. It is hence important to make sure that the page, blog, or post from Nykaa’s website contains the perfect keywords. They keep in mind the trend in the industry and update themselves according to them. They are perfect at optimizing their content according to the latest trends and keywords. Their blogs and products show up at the top of the search engine.

    Social Media Marketing Strategy

    Social media platforms used by Nykaa for marketing
    Social media platforms used by Nykaa for marketing

    Today, the world is running on social media. Everyone has an account on almost all the social media pages. Instagram and Facebook are widely used to display advertisement. Nykaa’s social media marketing is also excellent. Instagram page of Nykaa has a lot of new followers each day and the same goes for Twitter and Facebook. They have integrated some social media pages with the ‘shop now’ button, which helps the customers go to the website and order the required product.

    It has a very strong social presence and is hence able to have a personal touch with the customers.

    Other than the above-mentioned techniques, they also use Email marketing. Wherein, the customers who are registered with them will get updates through Emails. This is sent out only to regular and highly engaged shoppers.

    On the whole, the social media marketing strategy of Nykaa is extremely customer-centric. Nykaa has understood who their target customers are and hence they find it very easy to tap that particular segment and work on attracting them. Nykaa is now one of the leading websites with the number of visitors on the website increasing day-by-day.

    Nykaa marketing strategy approach towards customers has made it one of the best brands of its kind and helped it become a unicorn startup reaching a valuation of approx $14 billion.

    For promoting the social media platforms and also for keeping the audience engaged, Nykaa launches various offers and discounts on social media platforms in the form of contests, giveaways, and many such activities. This helps them in generating customer leads and also connecting huge masses spread across various different geographical locations. People can also shop Nykaa products from their Facebook Page which redirects them to their e-commerce website.

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    Nykaa Beauty Book

    The brand has launched its magazine that includes the news related to the field, various articles with advice on the skincare and wellness lines. The formats in this magazine include the FB live, educative brand collaborations, web series, and OTT platforms, etc. Their magazine 7.5 million page views and unique 4 lakh visits per month. Nykaa also releases these magazines in various regional languages.

    Nykaa Routine Finder

    Nykaa has built a very intriguing tool that is comprehensive of skin, hair, and wellness parameters. The tool allows getting a set skincare routine according to the choices made by the customer and the routine finder helps the customer by showing or suggesting the products that will help them to improve the problem that they face. On average around 15000 people visit this routine finder of which 90% of the people use it from the mobile application and 10% of users use it on the website.

    Conclusion

    Nykaa has proven itself by establishing a very successful business in the Indian market. With its balanced and slow & steady approach, it has become one of the most liked beauty and wellness giants and will continue to grow in the years to come. Nykaa has proven to be loyal to its customers and has been prosperous enough to get their trust in return. With such excellent marketing strategies, the brand will further continue to proliferate and earn huge profits.

    FAQs

    Who is the owner of Nykaa company?

    Falguni Nayar founded Nykaa in 2012.

    How does Nykaa make money?

    They sell beauty products both online and offline. They have also added clothing to their product catalogue and they target both men and women as well as children as their target audience.

    What is Nykaa’s marketing strategy?

    The marketing strategy of Nykaa is mainly dependent on influencers. They market through

    • Marketing Through YouTube Channel
    • Influencer Marketing
    • Nykaa Offers and Discounts
    • Content Marketing Strategy
    • Social Media Marketing Strategy
    • Nykaa Beauty Book
    • Nykaa Routine Finder

    What is Nykaa Target audience?

    The target audience of Nykaa primarily includes women aged 18-45, who are interested in beauty, skincare, and wellness products. They focus on both urban and semi-urban customers, particularly those who are tech-savvy and fashion-conscious.

  • Top Cosmetic Brands in India

    From ancient times to today, cosmetics have always been a part of our lives. Back then, they were all about natural sources, but now, it’s a mix of natural and chemical compounds.

    Cosmetics cover everything from personal care to fragrances, helping us look and feel our best.

    Nowadays, makeup isn’t just about a touch-up; it holds the ability to completely transform ourselves. With so many products like contour kits and lip plumpers available, we have endless ways to alter or enhance our appearance.

    We’ve become pretty reliant on cosmetics in our daily routines. It’s no wonder the cosmetic industry is booming! There are many Indian makeup brands like Lakmé, Sugar Cosmetics, Renee Cosmetics, MyGlamm, Mamaearth, Colorbar, and Maybelline, offering a variety of beauty products.

    Here, in this article, let’s explore the list of top cosmetics brands in India.

    The Cosmetics Industry
    The Growth of the Cosmetic Industry in India
    Top Cosmetics Brands in India

    The Cosmetics Industry

    Cosmetics is no longer a want; it is now a need. It has become an essential part of fashion and appearance statements. One can hide any flaws with a wide variety of makeup products available. One can also enhance their natural beauty with a range of skincare.

    The cosmetics industry has a solution for almost every problem related to appearances. Your skin looks dull; there are instant sheet masks for the glow. You look pale; there are blush and tints. If body odor is bothering you, you have mists, perfumes, and more. A pimple pops up before an event, and concealer is there for the rescue.

    Cosmetics began with natural products. With time, it shifted to chemical compounds. At present, we are again visiting our roots and looking for natural organic products.

    Now, we can find international and Indian products in the same stores. This has made the cosmetic industry super competitive. Every brand opts for the latest marketing strategies to get their products to reach the most customers.

    15 Things About Cosmetics Industry

    The Growth of the Cosmetic Industry in India

    There is no doubt that India has a huge population and, thus, a huge customer market. With growing consciousness and changes in lifestyles, the cosmetic industry is seeing rapid growth in India.

    The rise of beauty influencers is a huge contribution to the popularity of cosmetics. The growing need for experimentation encourages more customers and promotes the establishment of new cosmetic brands. The rise of the digitized world and the increasing purchasing power have also contributed to cosmetics’ growth.

    Market Size of the Cosmetics Industry Across India From 2010 to 2025
    Market Size of the Cosmetics Industry Across India From 2010 to 2025

    The data shows that India’s cosmetics and beauty market is growing rapidly. In 2015, the total market size was $6.5 billion; by 2025, the total market size is projected to reach $20 billion. The projected revenue in the cosmetics market for 2024 is anticipated to reach US$583.50 million. It is forecasted to exhibit an annual growth rate (CAGR 2024-2029) of 11.42%, resulting in a projected market size of US$1,002.00 million by 2029.

    Top Cosmetics Brands in India

    The cosmetic market in India has transformed a lot in the past decades. There is a wide range of skincare, haircare, personal care, and beauty available. Here are some of the top makeup brands in India:

    S.No Brand Products Specialties
    1. Lakme Makeup, Skincare, Haircare Bridal Makeup, Trendy Shades
    2. L’Oreal India Makeup, Skincare, Haircare Premium Quality, Innovative Products
    3. Colorbar Makeup, Skincare Cruelty-Free, Vibrant Colors, Affordable
    4. Maybelline Makeup, Skincare Affordable, Trendy, Wide Range
    5. RENÉE Cosmetics Makeup Cruelty-free, Innovative products
    6. Lotus Skincare, Makeup, Haircare, Babycare Herbal Formulations, Ayurvedic Ingredients
    7. Biotique Skincare, Haircare, Wellness Ayurvedic Formulas, Eco-Friendly
    8. Mamaearth Skincare, Haircare, Baby Care Toxin-Free, Dermatologically Tested
    9. Sugar Makeup Bold Colors, Long-lasting Formulas
    10. MyGlamm Makeup, Skincare, Accessories Innovative Formulas, Celebrity Collaborations
    11. Wow Cosmetic Skincare, Haircare Natural Ingredients, Cruelty-Free
    12. Pilgrim Skincare Vegan, Cruelty-Free, Eco-Friendly

    Lakme

    Brand Name Lakme
    Founded 1952
    Headquarters Mumbai, India
    Website www.lakmeindia.com
    Best Cosmetic Brand in India - Lakme
    Top Beauty Brands in India – Lakme

    Lakme is a popular cosmetic brand, born and brought up in India. It is one of the most tried and tested brands of Indian customers over the years. The brand is under the ownership of Hindustan Unilever. Founded in 1952, it is one of the oldest brands with a relevant current presence and is one of the top 5 cosmetic brands in India.

    They offer various products of beauty and personal care. For example- makeup products, sunscreens, serums, masks, moisturizers, and many more.

    They also have salon chains across India. The brand has Kareena Kapoor Khan, Kajal, Shraddha Kapoor, and Ananya Panday as their brand ambassadors. According to News India Express, Lakme tops the list of the top 10 makeup brands in India.

    L’Oreal India

    Brand Name L’Oreal India
    Founded 1994
    Headquarters Delhi, India
    Website www.loreal.com
    Best Cosmetic Brand in India - L’Oreal India
    Top Cosmetic Brands in India – L’Oreal India

    It is another popular and one of the most trusted makeup brands. It has had its foundation in Paris since 1909. L’Oreal India came into existence in 1994. It is one of the largest cosmetic brands in the world. The brand has products for personal care, skincare, haircare, makeup, and fragrances.

    L’Oreal also has a chain of salons offering many services. Hair colors by L’Oreal are one of their most popular services. It is one of the best beauty products brands in India.

    L’Oreal India has personalities like Aditi Rao Hydari, Shakti Mohan, and Anushka Sharma as their brand ambassadors.

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    Colorbar

    Brand Name Colorbar
    Founded 2004
    Headquarters New Delhi, India
    Website www.colorbarcosmetics.com
    Best Cosmetic Brand in India - Colorbar
    Top Beauty Brands in India – Colorbar

    It is an Indian beauty brand. Samir Modi founded the brand in the year 2004. Colorbar Cosmetics offers the best range of makeup and skincare products. Lipsticks, eyeliners, concealers, nail paints, moisturizers, the brand has got it all. It is one of the top makeup brands in India.

    Colorbar provides cruelty-free products. The brand has also been certified by PETA.

    Jacqueline Fernandez is the brand ambassador of the brand. She represents Colorbar all around the globe.

    Maybelline

    Brand Name Maybelline
    Founded 1915
    Headquarters Chicago, US
    Website www.maybelline.com
    Best Cosmetic Brand in India - Maybelline
    Top Cosmetic Brands in India – Maybelline

    Maybelline was born in New York in 1915. Its venture began in India in 1998. The factor that made the brand so popular in India is its exclusivity at reasonable prices. Maybelline cosmetics and makeup products are a go-to for Indian customers and is one of the top beauty brands in India.

    Color palettes, foundations, lipsticks, and eye makeup are some of the brand’s best products. Various makeup tutorials and tips are available on the website for customers.

    Many Bollywood actresses have been the face of Maybelline. These include Suhana Khan, Ananya Birla, Eksha Subba, and the badminton player PV Sindhu.

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    RENÉE Cosmetics

    Brand Name RENÉE Cosmetics
    Founded 2018
    Headquarters Ahemadabad, India
    Website www.reneecosmetics.in
    Best Cosmetic Brand in India - RENÉE Cosmetics
    Top Cosmetic Brands in India – RENÉE Cosmetics

    Renee Cosmetics is an Indian beauty brand started by Aashka Goradia, Ashutosh Valani, and Priyank Shah. It is known for unique and cruelty-free products like the FAB 5-in-1 Lipstick. The brand offers high-quality makeup at good prices and is growing fast with strong funding and celebrity support. Renee is also expanding into perfumes and skincare, making it a popular choice in India. It aims to create not just a brand, but a belief to liberate women with class, color and quality that’s been never-seen-before. The company is based in Ahemedabad.

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    Lotus

    Brand Name Lotus Herbals
    Founded 1993
    Headquarters New Delhi, Delhi
    Specializes In Makeup, Skincare, Babycare and Haircare Products
    Website www.lotusherbals.com
    Best Cosmetic Brand in India - Lotus Herbals
    Top Cosmetic Brands in India – Lotus Herbals

    Lotus is a popular cosmetic company in India. They offer a wide range of skincare, haircare, and makeup products. Founded in 1993, the brand offers cleansers, shampoos, sunscreens, and makeup products.

    The brand provides reliable and affordable products. Lotus Herbals claims to have the benefits of herbs and Ayurveda.

    Lotus is a cruelty-free brand that is against animal testing. The brand has Dia Mirza, Jacqueline Fernandez, and Vaani Kapoor as its brand ambassadors.

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    Biotique

    Brand Name Biotique
    Founded 1992
    Headquarters Noida, India
    Website www.biotique.com
    Best Cosmetic Brand in India - Biotique
    Top Cosmetic Brands in India – Biotique

    Biotique is an organic cosmetics brand in India. Their products are made of natural ingredients without any preservatives. It is a one-of-a-kind brand that offers a blend of Ayurveda with biotechnology and is one of the best makeup brands in India.

    The brand offers a great range of organic skin and hair care. Its facewash, scrubs, hair oil, shampoo, and soaps are super popular. It has also launched a range of organic makeup products.

    Biotique, with its organic products, has gathered a huge customer base for itself and has emerged as one of the top cosmetic brands in India.

    Mamaearth

    Brand Name Mamaearth
    Founded 2016
    Headquarters Gurgaon India
    Website www.mamaearth.in
    Best Cosmetic Brand in India - Mamaearth
    Top Cosmetic Brands in India – Mamaearth

    The cosmetic company Mamaearth was founded in 2016. The company gained great popularity for its natural and toxin-free products. The founders of this company are Varun Alagh and Ghazal Alagh. Mamaearth has a wide range of skincare, haircare, beauty, and baby care products.

    Mamaearth’s hair oils, shampoo, serums, and lotions are famous among customers. The brand has made Sara Ali Khan their brand ambassador. She and her mother, Amrita Singh, appear together in the brand’s ad.

    Sugar

    Brand Name Sugar
    Founded 2015
    Website in.sugarcosmetics.com
    Best Cosmetic Brand in India - Sugar Cosmetics
    Top Cosmetic Brands in India – Sugar Cosmetics

    Sugar is another brand to add to the list of most favored cosmetic brands in India. It was founded by Vineeta Singh and Kaushik Mukherjee in 2015. It is an Indian-grown brand that has created a good market level around the world. It is one of the most renowned Indian cosmetic companies.

    Sugar Cosmetics provides makeup and skincare products that are millennial-friendly and best suited for Indian skin tones. The products provided by them are cruelty-free. Sugar sells its products with the help of an eCommerce website, mobile apps, and offline stores.

    The network of the brand is not limited to India but also extends to countries like Korea, Germany, Italy, and the US. Ranveer Singh and Tamanna Bhatia are the brand ambassadors of the Sugar Cosmetic Brand.

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    MyGlamm

    Brand Name MyGlamm
    Founded 2015
    Headquarters Mumbai, India
    Website www.myglamm.com
    Best Cosmetic Brand in India - MyGlamm
    Best Makeup Brands in India – MyGlamm

    From starting as an at-home beauty salon in 2015 to getting revolutionized in 2017 as an online cosmetic brand in India, MyGlamm has covered a curvy yet successful path.

    Darpan Sanghvi and Priyanka Gill founded it. The Good Glamm Group and Sanghvi Technologies own the company. It is one of the budding Indian cosmetic brands and is one of the top 10 cosmetic brands in India.

    MyGlamm sells personal care products and makeup products. The products can range from skincare to bath and beauty items.

    MyGlamm has a D2C business model with an online presence that provides services across the world. Shraddha Kapoor is the current brand ambassador of the brand.

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    Wow Cosmetic

    Brand Name Wow Skin Science
    Founded 2014
    Headquarters Bengaluru, India
    Website www.buywow.in
    Best Cosmetic Brand in India - Wow Cosmetic
    Top Cosmetic Brands in India – Wow Cosmetic

    Wow Cosmetic is highly known for its naturally authentic products that are free from paraben and sulfates. The brand was started in 2014 by two brothers, Manish and Karan Chowdhary. The brand was started with a consumer-first strategy and was part of an e-commerce sale. It is one of the top makeup brands in India.

    The Wow Cosmetic products are made from substances with the aim of providing holistic care for the body, mind, and soul. Their products fall in the range of natural haircare, skincare, and essential oils making it one of the top cosmetic brands in India, with Apple cider vinegar shampoo as their most-sold product online.

    Bhumi Pednekar was the brand ambassador of the brand. Recently, the brand has roped in two powerful youth stars, Karthik Aryan and Rashmika Mandanna, as its new face. The brand is known to have an offline presence in the Indian market as well as in the US market.

    Pilgrim

    Brand Name Pilgrim
    Founded 2019
    Headquarters Mumbai, India
    Website www.discoverpilgrim.com
    Best Cosmetic Brand in India - Pilgrim
    Top Cosmetic Brands in India – Pilgrim

    The need for something better pawed the way for the inauguration of the brand Pilgrim. Pilgrim is a D2C cosmetic brand founded by Anurag Kedia and Gagandeep Makker in 2019. It entered the Indian market by introducing its first collection, “Secrets of Jeju Islands.”

    The brand provides natural and cruelty-free products under the category of personal care products and makeup products. It is one of the top cosmetic brands in India.

    A popular actress, Kalki Koechlin, is the brand ambassador of the brand. The Pilgirm wants customers to have access to beauty secrets from around the corners of the world, which are not easily accessible in the shops.

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    Conclusion

    Cosmetic brands in India have seen great growth over the past years. The demand for cosmetic products has increased a lot. The customers’ commitment and engagement with the cosmetics market is rising.

    Nowadays, customers have a wide variety of products in the cosmetic market. With so many products come so many brands. Some popular brands in India are Lakme, Biotique, Lotus, Maybelline, and more. Besides popularity, the choice and personal preferences of the customers ultimately make their brand choices.

    FAQs

    Which is the best cosmetic brand in India?

    Some of the best cosmetic brands in India are:

    • Lakme
    • L’Oreal India
    • Colorbar
    • Maybelline
    • Lotus
    • Biotique
    • Mamaearth
    • Sugar Cosmetics
    • MyGlamm
    • Pilgrim
    • Wow Cosmetic

    Is Sugar Cosmetics an Indian brand?

    Yes, Sugar Cosmetics is an India-based cosmetic brand based in Mumbai, Maharashtra.

    Which is the biggest beauty brand?

    Some of the biggest beauty brands are L’ Oreal, Estee Lauder, Urban Decay, Mac, etc.

    What are makeup company names in India?

    Lakme, Sugar Cosmetics, Maybelline, Colorbor are a few makeup company names in India.

    Who is the father of cosmetics?

    Maksymilian Faktorowicz is acknowledged as the father of cosmetics.

    Which are the top-selling beauty products in India?

    The top five best-selling beauty products in India are:

    • Lakme 9 to 5 Day Cream
    • Liquid Matte Lipstick from Myglamm
    • Huda Beauty Nude Eyeshadow Palette from Nykaa
    • Hand & Nail Cream from Lakme India
    • Dual Eyeshadow from SUGAR Cosmetics

  • Aashka Goradia Goble’s Bold Leap from TV Stardom to Entrepreneurial Success

    Aashka Goradia Goble’s life is about beauty, grace, and entrepreneurial spirit. Aashka’s journey is inspiring, from captivating millions with her stellar TV performances to co-founding the highly successful Renee Cosmetics. Aashka came to television stardom early in her career with the known role of Dheer Bai Bhatiyani in Bharat Ka Veer Putra – Maharana Pratap. Moreover, she has appeared on reality shows like Bigg Boss and Khatron Ke Khiladi. She is famous, though, but decided to make a massive career shift and proved that real success happens when you follow your passion.

    In 2018, Aashka took the plunge into Business and founded Renee Cosmetics. Renee is a beauty brand that eventually disrupted India’s competitive Beauty Industry. Innovative products and a deep understanding of her audience helped her build a multimillion-dollar success. Renee Cosmetics had come a long way under Aashka’s leadership. She revolutionized beauty and became one of India’s most trusted brands.

    In this article, you will read about how Aashka Goradia Goble has gone from the small screen to becoming a business magnate. Discover how she led her trials, triumphs, and visionary moves, which led her to build a brand that continues to inspire and empower women worldwide. We will also explore Aashka Goradia Goble’s success story, including her early life, history, net worth, childhood, personal life, education, achievements, and more.

    Aashka Goradia Goble – Biography

    Name Aashka Goradia
    Birth Date November 27, 1985
    Born Place Ahmedabad, Gujarat
    Nationality India
    Profession Actress, Businesswoman
    Education St. Louis School, Ahmedabad
    Known For Famous role in Maharana Pratap as Dheer Bai Bhatiyani
    Position Founder, Renee Cosmetics
    Spouse Brent Goble
    Siblings Brother – Shivam Goradia
    Children Son – William Alexander
    Networth $155 Million
    Website Reneecosmetics.in

    Aashka Goradia Goble – Early Life
    Aashka Goradia Goble – Career
    Aashka Goradia Goble – Personal Life
    Aashka Goradia Goble – Renee Cosmetics
    Aashka Goradia Goble – Awards and Recognitions
    Aashka Goradia Goble – Interesting Facts

    Aashka Goradia Goble – Early Life

    Aashka Goradia was born in a well-set Gujarati family on November 27, 1985, in Ahmedabad, Gujarat, India. She is close to her younger brother, Shivam Goradia. St. Louis School in Ahmedabad was where Aashka did her education and got schooling. Aashka moved to Mumbai at 16 to pursue her passion for acting and began her remarkable career. 

    Aashka Goradia Goble – Career

    First, she ventured into the entertainment industry with the show Achanak 37 Saal Baad in 2002, but her role in Ekta Kapoor’s Kkusum as Kumud cemented her place in the hearts of audiences. This was the gateway to a successful career in Indian television, as Aashka became a household name. After that, she did shows like Sinndoor Tere Naam Ka, Viruddh, Naagin, and Baal Veer, making her one of the most sought-after TV stars of her time.

    Later in 2018, Aashka took a U-turn from television and left the industry and city behind. In 2018, she co-founded Renee Cosmetics with Priyank Shah and Ashutosh Valani, co-founders of Beardo. The company deals with high-quality beauty products like eye makeup, lip colors, and skin serums.

    During the pandemic, its valuation soared to $100 million by 2022. By 2024, Renee Cosmetics is projected to be worth around INR 1300 crore (around $155 million) and is now the strongest competitor to top Indian cosmetic companies such as Nykaa and Sugar Cosmetics.

    Aashka made the strategic and well-informed decision to transition from television to entrepreneurship. In just a few years, Renee Cosmetics has become one of India’s best beauty startups, raising over INR 400 crore in funding from five rounds. Aashka’s successful entrepreneurial venture was recognized when the brand won India’s Most Trusted Brand at the CNBC Most Trusted Brands of India awards in 2021.

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    Aashka Goradia Goble – Personal Life

    Rohit Bakshi had the first notable relationship with Aashka. The two dated for almost a decade, from 2006 to 2015, but eventually broke up. From then on, Aashka’s love life changed when she met Brent Goble, an American entrepreneur. Though their love story is unique, it has served as a testament to the power of fate and timing.

    Aashka and Brent met in 2017 and married in a whirlwind romance. They were married in a beautiful Christian ceremony on December 1 and a traditional Hindu ceremony on December 3. Not only was it love, but they also shared an emotional connection and understood each other, which helped them survive and thrive through whatever challenges came their way.

    The couple married for a few years and then had their first child, a boy named William Alexander, in October 2023. Brent expressed his joy and gratitude in an emotional Instagram post.

    After reflecting and growing, Aashka and Brent decided to start a family. In an interview, Aashka said they had taken time to grow as a couple and ensure they were both ready for parenthood. Brent had uprooted his entire life to India and needed to feel in the place before having a kid. Before embracing a balance of parenthood and work, Aashka wanted to ensure her business, Renee Cosmetics, was doing well.

    Aashka has also been honest about her struggles, especially regarding her looks. In 2018, she came under fire after having lip surgery, and many trollers accused her of changing her natural beauty. But Aashka, as she did respond to the criticism, explained why she chose to go under the knife. She said she wanted to look better, but that didn’t mean she ‘faked’ it; it was a personal choice that made her feel better about herself.

    Apart from reality shows like Bigg Boss, Aashka was scrutinized for her role. She was edited on the show so that she was misrepresented, and false narratives of her personal life were created. In a candid interview, Aashka expressed her frustration about being edited to be portrayed as a lesbian. This was one of the most challenging experiences in her career, but she turned it into an opportunity to discuss the reality of being a public person and standing up for what you believe in.

    Aashka Goradia Goble – Renee Cosmetics

    Aashka Goradia’s life story is quite incredible. She was known for her role in many Indian television soap operas, but in 2018, she decided to make a bold pivot and quit her acting career to start a venture she had always longed for: cosmetics. With college friends Ashutosh Valani and Priyank Shah, she co-founded RENÉE Cosmetics. This beauty brand has rapidly become a disruptor in India’s INR 1,50,000 crore beauty market, taking on the likes of Lakmé, Maybelline, L’Oréal, and Sugar Cosmetics.

    India’s beauty industry is always huge, with local and international giants fighting for market share. RÉNÉE was founded on the belief that there should be a brand for a digitally savvy, forward-thinking woman. The brand stood by offering high-quality products at reasonable prices, incorporating a new and innovative approach to cosmetics. Two years later, RENÉE Cosmetics turned the minimal INR 50 lakh into a robust turnover of INR 100 crore.

    Aashka remembers how she felt compelled to bring forth RENÉE because she believed make-up is a form of empowerment. She wanted to make products that celebrated a woman’s natural beauty and empowered her to speak boldly. It was going to be a transformative journey; together with Priyank Shah and Ashutosh Valani, who had worked in finance, operations, and distribution (they had built and sold the male grooming brand Beardo), RENÉE’s journey was set to be transformative.

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    Rapid Growth and Innovation

    With standout products like Kohlistic Eye Range, Bold 3D Eyelashes, and Fab 5-In-1 Lipstick, which did something different in a saturated market, the brand started on the right foot. For example, the Fab 5-In-1 lipstick, which does everything, and the Renee Madness PH stick, a black lipstick that turns pink on application, both innovated the possibilities of use and enticed consumption. These products reflected the brand’s dedication to producing quality, innovative, young, beauty-conscious products that would appeal to them.

    It’s impressive growth, particularly given that RENÉE competes with some of the biggest beauty brands in the world and India’s oldest beauty companies, such as Lakmé and Colorbar.

    RENÉE’s products are not only good-looking but are also ethically driven. Conscious consumers have resonated with the brand because it is cruelty-free, paraben-free, and FDA-approved. RENÉE has tapped into the burgeoning demand for cruelty-free products and, in particular, has made itself a brand that is more than just about me; it is about empowerment and sustainability.

    Aashka’s commitment to the cause goes beyond product formulation. She actively manages RENÉE’s brand and its marketing and communication to ensure the brand resonates with its target audience of digitally savvy women between 18 and 35. The brand from Ahmedabad, which sells its products through online platforms like Nykaa, Flipkart, Amazon, and Myntra, and more than 650 physical retail stores across India, is using both.

    RENÉE Cosmetics has also become prominent due to eCommerce and digital platforms. In just three months, Aashka’s team contacted over 75,000 consumers to explore India’s rising trend of online beauty shopping. RENÉE offers over 200 products, including beauty and perfumes, and has become a major player in e-commerce giants like Nykaa and Flipkart. In addition, the brand has extended its reach to international markets like the US, UAE, and Australia, growing its presence in the global beauty space.

    The growth and success have been impressive, and RENÉE managed to raise INR 100 crore in a Series B funding round led by Evolvence India and Edelweiss Group. The funding, which valued the company between INR 1,200 to INR 1,400 crores, is a 60% increase from the company’s December 2022 valuation. This influx of capital is intended to help the brand grow its product line, expand its marketing efforts, and scale its operations further.

    Like many businesses worldwide, the COVID-19 pandemic presented challenges, and RENÉE was no different. But it also opened the door to innovation. At this time, the brand recognized the value of Made in India products because international trade channels broke. It kept the company running and created a mood of community and loyalty among its customers.

    Though not easy, RENÉE has grown extremely fast and aims to reach INR 100 crore ARR (Annual Recurring Revenue) in the coming months. Aashka attributes the brand’s success to its deep understanding of its audience, the unique packaging of its products, and its commitment to innovation. RENÉE has been able to tap into a trend and change its marketing strategies accordingly, giving it a competitive edge.

    RENÉE - Financials FY24
    RENÉE – Financials FY24

    RENÉE’s revenue nearly doubled, increasing by 97% from INR 97.15 crore in 2023 to INR 191.65 crore in 2024. However, expenses also rose by 82%, from INR 145.38 crore to INR 264 crore. Despite the revenue growth, losses increased by 88%, from INR 32.66 crore in 2023 to INR 61.45 crore in 2024.

    Looking Ahead: The Future of RENÉE Cosmetics

    With an upward curve in RENÉE’s journey, Aashka envisions taking the entire nation to empower everyone to accept and flaunt their natural beauty. The promise of premium quality products, luxurious packaging, and affordability has made the brand a hit with Indian women, making it one of the fastest-growing beauty brands in the country. RENÉE is progressing in product development and plans to deepen its offline presence, focusing on key premium stores.

    RENÉE Cosmetics has a lofty ambition of challenging established brands and making its way in the Indian beauty industry, and the future looks bright. RENÉE has the strength of its founders, a committed customer base, and a clear vision for growth. It is poised to become a global beauty brand that epitomizes the best of Indian innovation and empowerment in the cosmetics world.

    Aashka Goradia Goble – Awards and Recognitions

    • Won Indian Television Academy Awards for the category of Best Actress in a Negative Role in 2013 
    • Was nominated for Best Actress in a Negative Role at the Indian Telly Awards in 2014
    • Received India’s Most Promising Woman Leader in 2021 by Femina

    Aashka Goradia Goble – Interesting Facts

    • Before entering the entertainment industry, Aashka wanted to be a criminal psychologist, with which she would be completely different. 
    • The turning point came when Aashka entered”>Bigg Boss 6 in 2012 back home and became the instant favorite up to 11 weeks before the tyrant had her evicted. Always open about her choices, Aashka even confessed to lip surgery to get the look she wished for.
    • She leads a very healthy life and is a complete vegetarian. Very much an animal lover, she has two pets: a Labrador named Romeo and a Turkish Angora called Narcy. 
    • Aashka’s television debut was in 2002 with Achanak 37 Saal Baad, which marked the commencement of her glorious career. She had a long relationship with actor Rohit Bakshi in the process of her love life until she met businessman Brent Goble, whom she wed in 2017. 
    • Family is an important part of her life; she shares a strong bond with them. 
    • Aashka rose to stardom due to her most loved character, Dheer Bai Bhatiyani, in the historical drama Bharat Ka Veer Putra – Maharana Pratap, which she considers one of her favorites.

    FAQs

    Who is Aashka Goradia?

    Aashka Goradia is an Indian television actress and entrepreneur. She is known for her roles in popular TV shows like Kkusum, Laagi Tujhse Lagan, and Baal Veer. Aashka is also a co-founder of a wellness and beauty brand Renee, and has ventured into business and entrepreneurship through this brand.

    Who is Aashka Goradia Goble husband?

    Brent Goble, an American businessman is the husband of Aashka Goradia.

    When was Renee Cosmetics founded?

    Aashka Goradia founded Renee Cosmetics in 2018 with Ashutosh Valani and Priyank Shah.

    What is Aashka Goradia age?

    Aashka Goradia was born in 1985. She is 39 years old.

  • Estee Lauder Vs. L’Oréal: The Better Cosmetics Brand

    The global cosmetics industry was valued at USD 380 billion in the year 2019. The growth of the industry is projected at a CAGR of 5.3% to reach a whopping USD 463.5 billion between 2021 and 2027. The year 2022 saw the global cosmetic industry grow by 15% with the North Asia region accounting for 32% of the global market. The vast cosmetic market encapsulates product categories like skincare, haircare, make-up, perfumes, toiletries, deodorants, and oral cosmetics. Within the product categories, skincare products have been leading with approximately 41% share in the global market, followed by haircare products at 22%. The third place has been occupied by make-up products with a 16% share in the global cosmetics market.

    A large share of the production of cosmetics and beauty products is controlled by a few global market-leading companies that include L’Oréal, Unilever, Proctor & Gamble Co., The Estee Lauder Companies, Shiseido Company, and Beiersdorf. Between all these companies, it is the competition between the American company The Estee Lauder Companies Inc., and its larger European competitor L’Oréal S.A., that makes for an interesting comparison.

    Estee Lauder Vs L’Oréal – Company Overview
    Estee Lauder Vs L’Oréal – Which is a Better Brand?
    Estee Lauder Vs L’Oréal – Marketing Strategies
    Estee Lauder Vs L’Oréal – Product Categories

    Estee Lauder Vs L’Oréal – Company Overview

    The Estee Lauder Companies Inc.

    Founded in the year 1946 by Estee Lauder and her husband Joseph, the company is headquartered in Midtown Manhattan, New York City. Beginning the company with only 4 products – cleansing oil, skin lotion, super rich all-purpose crème, and crème pack, Estee Lauder expanded the company just two years later with the establishment of the first department store with Saks. Expanding within the US for the next fifteen years, The Estee Lauder Companies Inc., expanded its first international footprint in London with the department store Harrods, followed by opening an office in Hongkong. This was the point from where the company grew and expanded internationally as well as continued adding more range of products to their repertoire like introducing Aramis (a line of fragrances and grooming products for men) in 1964 and opening Clinique, a dermatologist-guided, allergy-tested, fragrance-free cosmetic brand in 1968.

    Estee Lauder Aramis
    Estee Lauder Aramis

    It was in the 1990s decade that the company witnessed explosive growth through brand acquisitions and licensing agreements as it transformed from a family-owned business to a publicly traded, family-controlled organization. It was during this decade that different brands joined hands with The Estee Lauder Companies like Tommy Hilfiger in 1993, Kiton in 1995, and Donna Karen in 1997. This continued into the next century as the company continued its path of growth and expansion through various acquisitions and licensing agreements. The post-pandemic global market scenario has touched the cosmetic giant as well, as it cut jobs and also announced the closing of 10 – 15% of its stores and focus on the growth of its digital operations. Estee Lauder Companies Inc. is a close number 2 to its European competitor L’Oréal.

    L’Oréal S.A.

    Headquartered in Clichy, Hauts-de-Seine with its registered office in Paris, L’Oréal S.A. was founded in the year 1909 by Eugene Paul Louis Schueller, a young French chemist who developed a hair dye formula called Oreale. Originally beginning its business operations with only hair color, the company’s guiding principle of research and innovation in the field of beauty, soon led it to expand its product repertoire which now includes hair color, hair styling, body and skin care, cleansers, make-up, and fragrance.

    L’Oréal’s global expansion was aided by various acquisitions like The Body Shop in 2006, YSL Beaute in 2008, Magic Holdings, Shiseido brands Carita and Decleor, NYX Cosmetics, Brazilian hair care company Niely Cosmeticos Group, Carol’s Daughter in the year 2014, IT Cosmetics in 2016, ModiFace in 2018, vegan skincare brand Youth to the People in 2021 and Aesop in 2023. In the year 2018, L’Oréal announced a new beauty and fragrances partnership with Valentino.

    Currently, L’Oréal markets more than 500 brands and owns 36 brands in the beauty business. In the year 2021, the company registered 497 patents and is currently the largest cosmetics company in the world.

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    Estee Lauder Vs L’Oréal – Which is a Better Brand?

    Both companies are global leaders in the beauty industry. Both companies have brands that have a large and loyal following. It, then, is a matter of course that a comparison between the two brands is made. There are two parameters on which both these brands can be compared – Marketing Strategies and Product Categories with expansion and revenue.

    Estee Lauder Vs L’Oréal – Marketing Strategies

    Highlighting the 4 Ps (Product, Price, Place, and Promotion)

    Products

    Both Estee Lauder and L’Oréal have a vast and impressive product portfolio that covers the large realm of beauty. Where Estee Lauder began its business operations with only four products, gradually increasing its offerings, L’Oréal began with only hair dye and has grown to include many products. Estee Lauder’s primary product offerings revolve around the make-up market including concealers, mascara, lipstick, nail lacquer, accessories, blush, powder, etc. The brand also offers fragrances for men and women. L’Oréal’s primary product offerings include hair care products like dyes, conditioners, hair styling serums, hair sprays, and shampoos. Of course, the beauty brand also offers make-up products like mascara, eye and lip liner, foundation, primer, blush, powder, foundation, etc. Both brands also offer a plethora of skincare products as well. L’Oréal also has a kids’ line of cosmetic products that are available in different sizes and price ranges.

    Estee Lauder Skin Care Products and L’Oréal Hair Care Products
    Estee Lauder Skin Care Products and L’Oréal Hair Care Products

    Price

    Estee Lauder positions itself as a premium brand that offers high-quality products. Estee Lauder’s target audience is the higher income and higher middle-class income economic segment, with women who hold beauty at the forefront and would be agreeable to spending money to achieve great results for their skin. However, the brand also offers various incentives like gift coupons, online shopping discounts, and first-purchase discounts to encourage new customers and also bolster customer loyalty. L’Oréal also adopts the same premium positioning strategy with the same target consumer segment. The brand reels in new customers and retains customer loyalty through several discounts and sales of its products.

    Place

    This is a marketing strategy in which both these brands have slightly different approaches. Estee Lauder’s strategic network ensures the brand’s global presence as it sells its products in more than 100 countries as well as in its online stores. However, the brand has a limited distribution channel that plays into its image as a luxury brand effectively. Shopping malls and up-market department stores are where the brand usually sells its products. On the other hand, L’Oréal utilizes multiple distribution and selling channels making its products available in perfumeries, supermarkets, beauty outlets, and even hair salons. L’Oréal products are also available in its online stores and, just like Estee Lauder, the brand is present in more than 100 countries.

    Promotion

    Both beauty brands follow a promotional strategy that agrees with their business values and results in growth and expansion. The overlap is that both brands extensively utilize social media with Estee Lauder using influencer marketing and L’Oréal designing specific campaigns. While L’Oréal works with several celebrities and models globally to connect with their customers, Estee Lauder uses influencer marketing through famous faces. Estee Lauder offers first-purchase discounts and also gift coupons upon meeting set criteria. It also uses direct mail, editorial coverage, and billboard ads and offers free samples during promotional campaigns. L’Oréal uses traditional methods that include, magazine advertisements, billboards, etc, and also offers free samples on purchase of other products as well as discounts on certain select products.

    We Are The Estée Lauder Companies

    Estee Lauder Vs L’Oréal – Product Categories

    There is a lot of overlap in the product offerings of both brands. Both brands saw an equal growth of 17 to 18% within their skincare segments. L’Oréal’s skincare revenue grew from USD 8.33 billion to USD 9.83 billion while Estee Lauder witnessed a growth from USD 4.77 billion to USD 5.59 billion between 2014 and 2018. This growth was primarily due to rising emerging market demand for skincare products. Within the makeup segment, L’Oréal grew from USD 6.16 billion to USD 8.48 billion witnessing a 38% growth while Estee Lauder was closely following with a growth of 34% going from USD 4.21 billion to USD 5.63 billion between 2014 and 2018. L’Oréal’s fragrance segment showed negligent growth going from USD 4.11 billion to USD 4.24 billion between 2014 and 2018. However, Estee Lauder witnessed a 28% growth in the same period going from USD 1.43 billion to 1.83 billion.

    At L’Oréal Groupe, we create the beauty that moves the world

    Conclusion

    Even though L’Oréal is a larger corporation than Estee Lauder with a much more established global presence, Estee Lauder’s revenue growth has been exponential at 25% with the former registering only an 8% growth. Both these brands also extensively utilize e-commerce channels with almost 36% of the millennial population purchasing beauty products online. With technological advancements within the beauty industry, it will be interesting to watch how these two giants measure against each other in the coming years.

    FAQs

    Who are the founders of Estee Lauder?

    Estee Lauder and her husband Joseph Lauder founded Estee Lauder in the year 1946.

    Who founded L’Oréal?

    L’Oréal S.A. was founded in the year 1909 by Eugene Paul Louis Schueller, a young French chemist who developed a hair dye formula called Oreale.

    What are Estee Lauder’s primary product offerings?

    Estee Lauder’s primary product offerings revolve around the make-up market including concealers, mascara, lipstick, nail lacquer, accessories, blush, powder, etc.

    What are L’Oréal’s primary product offerings?

    L’Oréal’s primary product offerings include hair care products like dyes, conditioners, hair styling serums, hair sprays, and shampoos.

  • Sephora’s Beauty Revolution

    The French brand, Sephora, is a multinational retailer that offers personal care and beauty products that include cosmetics, skincare, body, fragrance, nail color, beauty tools, body lotions, and hair care. The unique brand name, Sephora, is adopted from the Greek word ‘sephos’, meaning beauty, and the Greek spelling of Zipporah, the wife of Moses.

    The Beginning
    The Growth
    The Brand that Revolutionized Make-up Consumption
    Brand Inclusivity
    Conclusion

    The Beginning

    Founded in the year 1969 in Limoges, France, as a perfume shop, Sephora first launched in Paris a year later, in 1970. Dominique Mandonnaud acquired Sephora in 1993 and proceeded to merge his own chain of fragrances with the Sephora brand. It was he, who designed and implemented the unique ‘assisted self-service’ sales gimmick, a new approach in the then cosmetics market service-based retail approach. This model encouraged customers to test the products at the retail stores before actually purchasing them. Under his leadership, the brand expanded and opened its flagship store in 1997 at Champs Elysees. In the same year in July, Mandonnaud parted ways and sold Sephora to the LVMH (Moet Hennessy Louis Vuitton) Group.

    The Growth

    The LVMH Group expanded Sephora globally while simultaneously also broadening the brand’s product repertoire to include beauty and cosmetic products. It extended its Middle Eastern market presence in the year 2007, opening 44 stores in UAE and KSA. The brand operates more than 430 stores across North America. In the year 2017, it opened its largest retail store in New York City. A year later, in 2018, Sephora signed a long-term lease at Thor Equities’ Town Square Metepec, which is a retail and entertainment center in Mexico. December 2020 saw Sephora announcing its plans to launch Sephora inside 850 Kohl locations by the year 2023. In the year 2021, it agreed to purchase Feelunique.com for a rumored amount of 132 million pounds. Feelunique.com is an online retailer of luxury beauty goods and boasts 1.3 million active customers spread across 120 countries.  It features more than 800 brands selling more than 35,000 products.

    The Brand that Revolutionized Make-up Consumption

    With a presence in more than 35 countries, Sephora currently operates more than 2700 stores and is a 36,000-strong workforce brand, selling over 250 beauty brands.  Its rise to a prominent industry leader is due to its smart and strategically profitable business practices. A study of the brand’s business practices reveals that it can be categorized into three main approaches.

    Vast Choice of Beauty Products

    Being a part of the LVMH Group means that several cosmetics brands sold within Sephora stores are owned by the LVMH Group. Sephora also has its exclusive product line. The retailer giant’s popularity has made it a prime choice for high-end cosmetic brands, resulting in Sephora’s market leadership. A customer walking into a Sephora store can find a vast range of beauty products to choose from, making it the store of choice. This has also resulted in Sephora having a loyal customer base as well as influencer marketing videos sharing the products bought by them from Sephora.

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    Customer Retail Approach

    The traditional sales practice of the cosmetics industry was a brand sales representative behind the counter helping customers make purchases. Sephora disrupted this practice with its new and unique ‘assisted self-service’ encouraging customers to try the products which were openly displayed in the store. Beauty Advisors were present and ready to help if asked. Secondly, the product display within the store was category based rather than brand based, contrary to convention. This meant that all make-up items were grouped next to each other, whereas a skin-care product from the same brand would be stocked in the skin-care aisle. The cosmetics retailer giant-built trust amongst its customers with its brand-agnostic attitude.

    Loyalty Program

    In the year 2007, Sephora initiated a customer loyalty program named ‘The Beauty Insider’, to offer a sense of exclusivity to their customers. Two years later, in 2009, a second layer named ‘Very Important Beauty Insider’ (VIB) was added to the program and again in 2013 a third layer was added called ‘The Rouge Tier’.  This free loyalty program is only for their customers in USA and Canada. This three-tier program has a distinct set of incentives attached to each tier. It allows customers to earn points on every dollar they spent at Sephora. Also based on the membership tier, customers have access to exclusive events. This loyalty program is updated from time to time for relevancy and to offer better benefits to its customers.

    Of course, Sephora reaps benefits from the data it gathers from the loyalty program about its customers buying patterns and product preferences. This data is analyzed and used later for personal marketing.

    Sephora – Card Program

    Brand Inclusivity

    Sephora, as a brand, takes inclusivity seriously when referring to its customer base. With newer cosmetics brands coming to the market every day, Sephora has been conscious about filling its product shelf space with black-owned brands. The retailer has also been proactively asking its member brands to expand their product line and include products that suit customers from different racial backgrounds and ethnicities. Sephora also launched ‘Color IQ’, a technology that helps their customers to select cosmetic products that suit their skin tone most naturally.

    Sephora Color IQ
    Sephora Color IQ

    Conclusion

    Being a part of the large conglomerate, LVMH, allows Sephora the advantage of quickly jumping on trends within the cosmetics industry. A Sephora spokesperson articulated Sephora’s ideology aptly and said – “We want to be an unequivocal global leader in the Prestige Beauty space and a purpose-driven brand that is a transformative opportunity for everyone we touch.”

    FAQs

    What makes Sephora different from other brands?

    Sephora concentrates on higher-end products instead of selling drugstore products. The company also offers promotional prices for their loyal customers in the form of discounts and incentives.

    What are the levels of membership in Sephora?

    There are three levels of membership: Insider, VIB and Rouge. Achieving VIB or Rouge membership requires a minimum spend per year. All membership levels enjoy a variety of benefits made available by Sephora.

    Do they do your makeup for free at Sephora?

    If you visit a Sephora store in-person, you can take advantage of a free 15- to 20-minute makeover done by a beauty expert with no purchase required and no appointment necessary.

    Is it free to be a member of Sephora?

    It’s a free loyalty program for customers in the US and Canada that allows customers to earn points on every purchase.

  • How to Level Up A Cosmetic Startup? – 9 Best Marketing Hacks

    The Cosmetics Industry is no longer what it used to be. It is constantly developing & changing itself to fit the expectations of its customers. The increased awareness of people regarding beauty products has forced the cosmetic brands of today to be more inclined towards using organic, cruelty-free & natural ingredients in their products.

    Moreover, it is believed that by 2027, this industry is projected to reach $463.5 Billion. Insane isn’t it? It is no surprise that this billion-dollar industry is very lucrative & requires technological advancements. The cosmetic industry is very dynamic & competitive. You definitely need to lace up & adopt marketing strategies that differentiate you from the crowd. Your marketing strategy should give your startup an edge over your competitors. If that’s what you are looking for, then you are going to love this. Happy reading!

    Personal Branding
    Content Marketing
    Collaborations
    Influencers
    Referral Marketing
    Affiliate Marketing
    Guerilla Marketing
    Packaging
    Trends

    Personal Branding

    A good & positive Personal Branding can benefit & add a new resource to your marketing strategy. It can bring in extra PR. When you started this startup, you might be filled with so many dreams & aspirations, why hesitate to spread the word about it? You can write blog posts pouring out all your expertise about cosmetics, and tell your story on social media platforms like LinkedIn, Facebook & Instagram. When you share your knowledge about your field, you position yourself as an authority in your niche in the long run. Moreover, this can also help you build and maintain good connections with other influential people in the cosmetics niche.

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    Content Marketing

    You need solid Content Marketing to promote your business. The content should be relatable & engaging, at the same time, it should be creative enough to grab attention. Consider creating a ‘how-to‘ or ‘DIY skincare routine‘, or just build a newsletter that is subscribed by your potential customers. You can use this subscriber list to send out interesting content about your industry as well as promotions, coupons & discounts to your potential and loyal customers. Not just written, but video content is a great way to gain engagement & increase brand awareness. However, with the decreasing attention of people, make sure your videos are short & crisp.

    Collaborations

    In the present times, entrepreneurs are realizing the power of Cooperation and Collaboration and are using it to the fullest. Collaborating with salons, spas, hotels, and other beauty and fashion companies will not only boost your sales but will also increase your brand awareness, and build trust & credibility among your target audience. These collaborations mutually benefit both parties, and this is portrayed by one of the trendiest collaborations of all time – NYX Professional Makeup x Netflix ‘La Casa de Papel’ (Money Heist). The renowned makeup brand went all out, from getting content creators to creating different looks to even changing their profile picture. The collaboration of these two fandoms was all over Instagram. Additionally, this collection was available exclusively on Nykaa in India.

    Influencers

    Now that we are talking about Instagram, we definitely can’t skip Influencer Marketing. This is an amazing strategy used by businesses of all sizes. From big multinational companies to small businesses and even startups collaborate with influencers in their niche & reap the benefits. Influencers, especially micro-influencers, have built a community of people who trust them, and your chances of getting more sales & brand awareness increase. In the cosmetics niche, make-up artists & other beauty influencers would be the right fit for you. But before getting into business with them, you must analyze important data about them. You can analyze the potential, influence, followers, and engagement of the influencer of your choice on Social Media.

    Referral Marketing

    Referral Marketing is a very strategic marketing tactic that is adopted by different kinds of businesses. In these marketing campaigns, you reward the customer for referring or spreading the word about your startup to others. Consider this as a win-win situation both for you & your customer because the customer gets the reward & you get the word-of-mouth advertising. Not just this, this type of marketing is considered to be the most influential form of marketing. Don’t worry! The rewards do not have to bankrupt you. They could be in the form of points, discounts, coupon codes, & similar benefits. You can use your creativity & curate interesting & engaging offers for your customer which encourages them to refer your startup to others.

    Affiliate Marketing

    Affiliate Marketing is the process by which an affiliate earns a small commission in return for marketing a product/service for your startup. The sales made by an affiliate can be tracked through their affiliate links. You can even include influencers in your affiliate program where the influencers are provided with a special code & they get a small commission for every sale you get through their code. You can also include an affiliate program on your website where anyone can sign up for your affiliate program & earn a small commission by bringing sales to your startup. This small commission motivates the affiliates to drive more & more sales, thereby increasing your sales as well as marketing your startup.

    Guerilla Marketing

    In simple words, Guerilla Marketing is presenting yourself in a way that differentiates you from the crowd. This requires not much money, but a lot of creativity in order to benefit from this type of marketing. Among other things, something that you must consider is the strategic selection of the location. Many brands have resorted to creative guerilla marketing tactics for their business. From graffiti & chalk arts on walls to billboards, guerilla marketing has no limitations. You can even use your wit & outsmart your competitors.

    Packaging

    Your Packaging has a big hand in influencing the buying decision of the customer & also helps you make a lasting impression on the buyer. Make your packaging very creative, attractive, unique & catchy. Your packaging should differentiate you from your competitors & should represent your startup. Keeping this aside, your packaging should also be budget-friendly. Being a startup you might not have many funds available for expensive packaging, however, there are many cheap yet classy packaging options out there. Last but not the least, since it is a cosmetics startup that we’re referring to here, the packaging of your product should be such that it is very convenient to use for the customer.

    In this era, if you are not keeping up with the latest Trends, you are surely missing out on a chunk of deals. You have to be well informed about the latest happenings in the cosmetics industry. Keep a track of what are people searching for as well as, spending the most money on. Customization & Personalisation are two such trends that are gaining a lot of popularity right now. The best way to retain & gain new customers is to give them what they want. Make sure you research the latest trends & adapt them to your business. Use your creativity to satisfy the consumers by meeting up to their expectations and giving them exactly what they were looking for.

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    Conclusion

    If you are planning to make a mark in the cosmetics industry, you have to consider a combination of both online & offline marketing strategies. You will constantly face challenges & you will have to prove why your products are worth a try. A competitive industry like cosmetics includes all kinds of big & small players, new products are being launched every other day. Thus, you have to think out of the box & give your customers a reason to shop from your store. Nevertheless, running a startup is definitely not an easy task & we hope these strategies help you in getting to where you want to. Good luck!

    FAQs

    What are the new changes in the cosmetic industry?

    Cosmetic brands of today are more inclined towards using organic, cruelty-free & natural ingredients in their products.

    What is the estimated net worth of this industry in the future?

    It is believed that in the next 5 years, by 2027, the cosmetic industry is projected to reach $463.5 Billion.

    What are some of the best marketing strategies to follow?

    Content Marketing, Referral Marketing, Affiliate Marketing, and Guerilla Marketing are some of the best marketing strategies to follow in the cosmetics industry.