Youth brand Bewakoof, one of the fastest-growing D2C brands has announced the launch of 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 are inspired from natural ingredients and minerals to create a unique solution. Under the Cosmos brand, 43 products ranging from day & night creams to aftershave to Bath Salts to Serums, will go live on Bewakoof.com 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 that 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.
Aditi Pai, Business Head, Cosmos Beauty, says, “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.”
While formulating the products, we have considered the changes in lifestyle, food habits and working patterns. The entire range is curated to cater to the requirement of the urban market that is looking for healthy and safe beauty products,” she adds.
Prabhkiran Singh, Founder and CEO, Bewakoof, says, “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. We understand our customers well, feel the solutions they need for different occasions, are a vehicle for their expressions, speak their language tone and tenor. We get them. Our track record and data show a strong demand for differentiated beauty brands that have efficacy, fair price and don’t discriminate, who don’t propagate the idea of fair skin but address the problems for all skin types and concerns that prevent them from enjoying a healthy skin, hair and body.”
We will be disappointed if we don’t hit Rs 100 crore in 18 months and we are quite confident of hitting Rs 500 crore in 4 years, he adds.
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. The 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.
Bewakoof.com, founded in 2012, is a D2C fashion brand built on social media, with content marketing being a key growth strategy. The brand’s philosophy is to add lightheartedness to life through its self-expressive products and fun shopping experiences.
The expressions the brand enables on products are relatable and Indian in nature including prints in regional languages (Hindi, Marathi, Bengali, Telugu, Gujarati, etc). As the smaller towns of India have shifted online in the last 3 years, the USP of Indian Inspiration and regional languages have helped the brand grow.
The brand is popular for its offerings in casualwear and has recently launched indo-fusion ethnic and sleepwear. Along with a range of collaborations with Marvel, DC Comics, Looney Tunes, Star Wars, F.R.I.E.N.D.S, and Disney. The brand has 4.5 Million fans on Facebook and 1.5 Million followers on Instagram.