A curated look into our process

collaborations, and the disruptive products we’ve helped bring to life

Three lipstick tubes in orange, pink, and red shades with clear liquid droplets on their silver caps.
Close-up of a woman's face with light markings under her eyes and across the bridge of her nose.
Purple stackable containers and box for Gush Eye Like It Stacked eyeshadow palette with five red stars and text Amazing product!
Close-up of a concealer applicator tip with a drop of concealer, labeled 'Precision Wand For Max Coverage' and 'Glides on and blends easy'.
Seven Oral Care brand logo with the word 'seven' in lowercase and 'ORAL CARE' written below.
Woman with black hair applying bright red liquid lipstick while smiling and looking to the side.
Open black compact makeup case with four shades and a detached lipstick above it, alongside text reading 'All in One Makeup for All Over Face'.
Blue ROS logo with a flower-shaped icon containing stylized letters RB and text 'RAY OF SUNSHINE BEAUTY' on bright yellow background.

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.

Collage showing Kiro lip liner with nude shade, a model applying Kiro roller primer, and a pink Kiro lipstick surrounded by ice.

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.

Collage showing Pilgrim Insta Tint lip and cheek tints labeled The Brown Trend, Pink Filter, and Coral Story, a close-up of a red precision applicator with liquid, and three arms with different skin tones displaying swatches of the tint colors.

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

Smiling woman holding a round pink blush container, pink moisturizing lotion tube on a coral background, and a double-ended lip product with four lipstick swatches on white background.

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

Three product images showing red jelly tint lip products with silicone bendable applicator and India’s first jelly to water tint claim.

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
Collage of four diverse women smiling and showing colorful makeup including eyeliner and lipstick.

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
Collage of three close-up portraits showcasing diverse makeup styles and colorful lighting effects on faces.

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
Smiling woman holding black PAO liquid makeup items with a pink dress; separate image shows lipstick, mascara, eyeliner, and lipgloss tubes, plus a black PAO container and text 'ALL IN ONE MAKEUP FOR ALL OVER FACE'.

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
Three-part collage: Close-up of hand holding yellow box of nail stickers; hand cutting a white cake decorated with colorful smiley faces; smiling woman with vibrant makeup posing against a colorful abstract background.

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

‍

Two pastel-colored razors, one blue and one pink, with matching replaceable cartridges, highlighting features like aloe vera strip, 5 precision blades, and curved blades.

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

‍

Text 'COMING SOON' in uppercase letters over a red brushstroke background.