30 D2C Indian Beauty Brands You Must Know

The Indian beauty industry has seen a significant shift towards Direct-to-Consumer (D2C) models, allowing brands to engage directly with their customers through digital platforms. This evolution has not only revolutionized how brands market and sell their products but also offered consumers a more personalized and accessible shopping experience. Here, we explore 30 Indian D2C beauty brands that are making waves in the industry.

1. Nykaa:

Nykaa leads the D2C beauty space in India, providing a vast array of cosmetics and wellness products. It started as an online marketplace but soon introduced its own range, offering everything from skincare to makeup, directly to consumers.

A home page of Nykaa Showcasing 3 pictures the one consist a girl with its product and second and third picture having beauty product of Nykaa.

2. Mamaearth:

Mamaearth stands out for its commitment to toxin-free, natural products. They cater to the needs of young mothers and families, offering everything from skincare to hair care products, all available directly through their online platform.

A home page of Mamaearth showcasing a picture of a girl and beauty products of Mamaearth and an offer saying 300 cashback on orders above 699.

3. Sugar Cosmetics:

Sugar Cosmetics appeals to the modern Indian woman with its vibrant, long-lasting makeup products. The brand thrives online, offering direct purchases through its website, complemented by a strong social media presence.

Sugar Cosmetics home page with products of Sugar cosmetics showing free set of 4 Kajals on orders above rupees 999

4. Lakmé:

An iconic beauty brand in India, Lakmé has expanded its reach through a D2C model on its website alongside its traditional retail presence. They offer a wide range of makeup and skincare products, focusing on innovation and the latest beauty trends.

Lakme home page picture with a model girl with explore now button.

5. Plum:

Known for its vegan, cruelty-free products, Plum offers a range of skin and hair care products. The brand focuses on eco-friendly practices and sells directly to consumers through its website.

A home page of Plum showing different section of beaty product lines with shop now button.

6. WOW Skin Science:

WOW Skin Science delivers natural, health-focused beauty products ranging from skin care to hair care. They have built a strong online community and sell directly to consumers through their platform.

Home page of Wow Skin Science with the wow face wash and shop now button.

7. The Body Shop India:

While an international brand, The Body Shop India has adopted a D2C model, selling its ethically-sourced, nature-inspired products directly through its Indian website and stores.

A home page of The Body Shop India and its product picture as well as shop now button.

8. Beardo:

Beardo has carved a niche in men’s grooming, focusing on beard care, skin care, and hair care. They sell directly to consumers, leveraging social media and online marketing to build a loyal customer base.

Beardo home page with Bobby Deol showing his beards.

9. Dot & Key:

Dot & Key stands out with its focus on skin and body care products that address specific concerns. Their direct approach through their website offers personalized solutions to consumers.

A home page of Dot & Key with a girl picture biting slice of watermelon and Dot & Key product.

10. Kama Ayurveda:

Kama Ayurveda brings the traditional science of Ayurveda to modern consumers with its natural and authentic products. They sell directly through their website, offering a personalized Ayurvedic experience.

A home page picture of Kama Ayurveda  with its beauty products and shop now button.

11. Juicy Chemistry:

Juicy Chemistry simplifies organic skincare with its ECOCERT-certified products. They engage customers directly through their website, providing detailed information about the benefits of their organic ingredients.

Juicy Chemistry home page with the different product picture of Juicy Chemistry and flat 40% off.

12. MCaffeine:

India’s first caffeinated personal care brand, MCaffeine, targets young, health-conscious consumers with its coffee-infused skin and hair care products, sold directly through its website.

Home page of MCaffeine featuring Alia Bhat with coffee body scrub and summer sale offer.

13. Pilgrim:

Inspired by global beauty secrets, Pilgrim offers a range of skincare and haircare products. They sell directly to consumers, bringing international beauty rituals to the Indian market with a focus on natural ingredients.

Pilgrim home page with its product.

14. Earth Rhythm:

Earth Rhythm focuses on sustainable beauty practices, offering a range of scientifically formulated skincare products. They sell directly to consumers, emphasizing eco-friendly packaging and ingredients.

Earth Rhythm home picture with a picture of girl applying Earth Rhythm beauty product.

15. SoulTree:

SoulTree provides beauty products that are certified organic by BDIH Germany. They sell directly to consumers, combining Ayurvedic traditions with ethical practices.

SoulTree home page with its products and a box with shop now button.

16. Indulgeo Essentials:

Known for its luxurious facial oils and serums, Indulgeo Essentials focuses on providing high-quality, natural beauty solutions. They engage directly with consumers, emphasizing transparency and efficacy.

Home page of Indulgeo Essential with two girls applying the beauty products with festive sale and shop now button.

17. Quench Botanics:

Inspired by Korean beauty rituals, Quench Botanics offers products tailored for Indian skin types. They sell directly to consumers, focusing on hydration and brightening skincare solutions.

Quench home page with the product of Quench and shop now button.

18. Bella Vita Organic:

With a focus on natural ingredients, Bella Vita Organic offers skincare, haircare, and wellness products. They sell directly to consumers, emphasizing affordability without compromising on quality.

Bellavita home page with Taaj Attar and shop now button.

19. Forest Essentials:

Luxury Ayurvedic beauty brand Forest Essentials combines ancient beauty rituals with modern aesthetics. They sell directly to consumers, offering a luxurious, sensory experience through their website.

Forest Essentials home page with its vogue beauty Award product and shop now button.

20. Lotus Herbals:

Lotus Herbals provides a range of safe, natural cosmetic products. They have embraced the D2C model, selling directly through their website, offering skincare, haircare, and makeup products.

Lotus Herbals home page with its beauty products.

21. Kay Beauty:

Bollywood star Katrina Kaif’s Kay Beauty offers a range of makeup products designed for Indian skin tones. They sell directly to consumers, focusing on high-quality, care-infused cosmetics.

Kay Beauty with a picture of lady model and Gel Eye Pencil and explore button.

23. MyGlamm:

MyGlamm has quickly risen in popularity, thanks to its innovative, high-quality makeup products. They offer a unique try-before-you-buy feature and extensive tutorials online, making beauty accessible to all.

MyGlamm home page with Shradha Kapoor and MyGlamm beauty product.

24. Colorbar:

Colorbar is known for its vibrant, high-performance makeup products. They sell directly to consumers through their website, offering a vast selection that encourages creativity and self-expression.

Colorbar home page with its beauty products and shop no button.

25. O3+:

Specializing in professional skincare solutions, O3+ offers products that cater to specific skin concerns, selling directly to consumers through their online platform. Their focus is on delivering salon-like treatments at home.

Home page of o3+ with a picture of a girl and shop now button.

26. Biotique:

Biotique combines the principles of Ayurveda with biotechnology to create a range of eco-friendly and effective beauty products. They engage consumers directly through their website, emphasizing sustainable practices and purity.

Biotique home page with its beauty product and Papaya.

27. Purearth:

Offering artisanal, high-end skincare products, Purearth emphasizes ethical sourcing and environmental sustainability. They sell directly to consumers, providing luxury beauty solutions that are both effective and ethical.

A home page of Purearth with its beauty product.

28. Arata:

Arata is a brand that stands out for its commitment to 100% natural, vegan, and cruelty-free beauty products. Selling directly to consumers, they offer a transparent and environmentally conscious beauty solution.

Home page of Arata with shop now button.

29. The Moms Co.:

Specializing in natural and safe personal care products for mothers and babies, The Moms Co. sells directly to consumers. They focus on toxin-free, effective solutions for pre and post-natal care.

The Moms Co. with sliced orange and product of The Mom Co. as well as shop now.

30. Clensta:

An innovative Indian beauty brand, stands out for its waterless hygiene products that promote sustainability and accessibility. The company has developed a unique line of waterless shampoos and body baths, aligning with eco-friendly trends and gaining popularity for their convenience and environmental benefits.

Clensta hom page with their different beauty care products with shop now button.

In conclusion, "30 D2C Indian Beauty Brands" are redefining the market by directly engaging with consumers. These brands leverage unique strategies, such as utilizing local ingredients and promoting sustainable practices, to cater to the evolving preferences of Indian consumers. Their innovative approaches help them stand out in a competitive industry, demonstrating the growing influence and success of the direct-to-consumer model in India's beauty sector.

Ashwin Kumar
Co-Founder & CEO of CustomFit.ai