Aditi Pai
TheNFAPost Podcast

D2C fashion brand Bewakoof has launched Cosmos Beauty. With this, Bewakoof has entered into the fast growing beauty market in India.

The name Cosmos comes from Cosmic as the product design, packaging and formulation is inspired from natural ingredients and minerals to create a unique solution, a release said.

Under the Cosmos brand, 43 products ranging from day & night creams to after shave to Bath Salts to Serums, will go live on and all marketplaces.

The idea of beauty is fast evolving. Bewakoof, which is known for its quirky self, is entering this new business segment with a refreshing range of products which will see unique formulations like Rose and Zinc for hydration gel, Avocado and Vitamin C for anti-aging mask and Magnesium and Vitamin C for face moisturiser.

Cosmos Beauty Business Head Aditi Pai said, “We have been researching various beauty concoctions available in the market. While studying, we identified gaps that we could fill in by using minerals and giving it a twist with natural ingredients like pomegranate, hibiscus and oats.”

“Minerals are widely known for their curative properties if used in the correct proportions. Mineral-based beauty products are the latest innovation globally and we aim to bring the best of the cosmic universe to our customers in the form of Cosmos,” she added.

The entire range is curated to cater to the requirement of the urban market.

Bewakoof Founder and CEO Prabhkiran Singh said, “As a brand, Bewakoof has carved its space in the minds and hearts of the millennials with its fashion range of Apparel, Backpacks, Flipflops and Mobile covers.”

“Our track record and data show a strong demand for differentiated beauty brands which have efficacy, fair price and don’t discriminate, who don’t propagate the idea of a fair skin but address the problems for all skin types and concerns that prevent them from enjoying a healthy skin, hair and body,” he added.

The company is confident of hitting Rs 500 crore in 4 years.

Consumers will have an expansive list of products from creams, oils, facewash, bath salts, shaving cream, beard oil, shampoos, cleanser, moisturizer facemasks, and serums to select from. Price range starts from Rs 350 onwards.

According to a June 2020 report by Euromonitor International, the Indian skincare and haircare industry is expected to grow to Rs 47,000 crore by 2024.

A large part of this growth will be simulated by products with an emphasis on products that embody sustainable living. COVID 19 has hastened the adoption of e-commerce and a large part of this growth will come from consumption on online platforms. As a digital-only brand that aims to drive the adoption of modern beauty care, Cosmos is placed at the confluence of these trends, the release added.

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