A curated look into our process
collaborations, and the disruptive products we’ve helped bring to life
CASE STUDIES
Behind the launch of 12 viral SKUs at Kiro Beauty
Kiro, rooted in clean beauty, needed to stand out in India’s format-driven color market.
Where We Stepped In
- Mapped data-driven whitespace opportunities
- Built a category-defining product pipeline
- Designed disruptive, functional packaging
- Ensured regulatory compliance and CDSEO for 10 SKUs
- Coordinated fulfilment and logistics networks
- Spearheaded product launch in the USA
Results
12 products launched in 6 months.
3 hero products → ₹25L+ each in just 8 weeks.
Put Pilgrim on the makeup market
Pilgrim, rooted in mass skincare with globally inspired ingredients, wanted to extend into makeup.
Where We Stepped In
- Developed the category strategy &product pipeline
- Defined the makeup category architecture & identity
- Sourced disruptive packaging
- Aligned suppliers and managed fulfilment logistics & regulation
- Formulation & shades development
Results
500,000 units sold across SKUs in 7 months.
Campaign achieved 100M+ impressions.
Built a Gen Z cult brand from scratch
Gush, a Gen Z challenger, had big ambitions but no clear roadmap
Where We Stepped In
- Conducted market intelligence and consumer insights
- Defined core brand DNA and architecture
- Built the new product development roadmap and pipeline
- Introduced innovative formulations
- Created disruptive packaging
- Developed distinctive visual and structural designs
Results
₹1.2 Cr revenue in six months, cementing Gush as a Gen Z cult favorite
Created India’s first jelly-to-water tint with 12+ hour payoff
Flossy needed a playful, design-led lip product to cut through the DTC clutter
Where We Stepped In
- Defined brand identity and architecture
- Identified category whitespace opportunities
- Designed high-impact packaging
- Developed distinctive design systems for brand and product
Results
Flossy’s #1 revenue driver in 6 weeks; 3,000+ units sold out in 4 days, no ads
Cracking the code for Aditya Birla Group’s beauty debut
Aditya Birla Group needed clarity on consumer behavior, category gaps, and opportunities to shape its beauty entry
Where We Stepped In
- Conducted trend mapping to identify emerging opportunities
- Analyzed consumer behavior and preferences
- Benchmarked competitive landscape for differentiation
- Built category-defining product pipelines
From trends to action: decoding India’s beauty market for the world
InTrends was creating India-focused beauty reports for global players such as Coty and needed deeper on-ground expertise
Where We Stepped In
- Mapped cultural context for localized relevance
- Integrated formulation insights into strategy
- Structured category mapping to spot whitespace
- Connected stakeholders with 100+ domain experts
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Bringing PAO’s pro-grade edge to everyday beauty in the UAE
PAO Cosmetics, known for its professional-grade makeup, wanted to expand with trend-led products that spoke to everyday consumers in UAE
Where We Stepped In
- Identified opportunities through data-driven research
- Designed disruptive packaging
- Managed licensing and IP
- Enabled go-to-market with 1K MOQs
We put India’s nail category on the Gen Z beauty map
ROS Beauty, India’s first Gen Z nail wrap brand, set out to redefine the nail category with salon-grade wraps that were premium and first-time–friendly
Where We Stepped In
- Provided category intelligence to identify whitespace opportunities
- Designed functional, high-impact packagingfor shelf differentiation
- Extended the product portfolio intoadjacent subcategories
Redefining women’s wellness for modern India
Welme set out to make women’s wellness more real, relatable, and science-led — creating solutions that fit into everyday life.
Where We Stepped In
- Identified white spaces across women’s wellness categories
- Defined the product pipeline and innovation roadmap
- Curated formulation and packaging partners focused on efficacy and comfort
- Streamlined development for faster market readiness
Redefining oral care for India’s new-age consumer
Seven Oral Care, a homegrown Indian oral-care brand, set out to elevate daily routines with clean, high-efficacy formats tailored to local tastes
Where We Stepped In
- Identified white spaces across women’s wellness categories
- Standardised claims and regulatory compliance
- Consolidated formulation partner networks
- Streamlined packaging vendor ecosystem
