The cosmetics industry is on the upswing after a challenging year: Priyank Shah

In a conversation with Adgully, Priyank Shah, Co-Founder, Renee Cosmetics said: "I’m grateful to be a part of RENEE’s journey, it’s a brand which has adapted and changed with time, and yet has always stood apart from others and made a mark in the cosmetics sector by being one of the fastest growing makeup brands in the country.". Excerpts - 

Can you please tell us something about your previous ventures? 

After realizing a significant void in the Indian market for high-end men's grooming products online, we came up with Beardo. Soon it became India's fastest-growing male grooming brand, with the goal of providing men with a premium grooming experience. With the help of holistic strategies in marketing both digital, offline and celebrity endorsements, Beardo saw meteoric growth, leading to its eventual acquisition by Marico. Our next venture, ‘Villain Lifestyle’, quickly became a leader in the men's fragrance and lifestyle category and was eventually acquired by the MENSA Group. In addition to my role as Co-founder and Director of Renee Cosmetics, a company creating waves in the female cosmetics industry, I am also an angel investor who fosters growing companies. I’m passionate about all aspects of business and I’m always interested to help brands grow, creating new benchmarks and fortifying our economy. 

In what way has Renee Cosmetics shaped your professional journey? 

I’m grateful to be a part of RENEE’s journey, it’s a brand which has adapted and changed with time, and yet has always stood apart from others and made a mark in the cosmetics sector by being one of the fastest growing makeup brands in the country. Renee Cosmetics continues to have a remarkable impact on my professional development. Since the company’s inception, I’ve been a part of brainstorming that's gone into developing the brand and defining our vision of becoming a globally recognized Indian makeup brand. Consequently, I have gained an understanding of what drives us to work together and take up new challenges head on. It has been quite an instructive adventure from black and white to full color, both in terms of customer insights and market understanding and in terms of retail expansion. 

What makes Renee unique and how has it changed over time? 

RENEE has always stood out by sticking to their core concept of being unique and creative, not just in terms of packaging or products but also by ensuring that we provide an overall unique experience for our consumers. Our products are compact, premium and professional quality and yet affordable and easy to use.  Our approach has always been consumer-centric which helps us evolve and redefine beauty. All in all, Renee's product offerings are clutter-breaking and redefining the monotony of color cosmetics and brand language. FAB 5-in-1 lipstick was our debut product in India, it came in a compact, travel-friendly stick with five trendy colors, and is still one of our best-selling products. After that, we launched Fab Face 3-in-1 Makeup Stick, Madness pH Stick, Fab 3-in-1 Eyeshadow, Summer Slush Jelly Lip and Cheek Tint, Face Gloss, and more. We have continued to gauge the needs of our customers and come up with products that make professional makeup easy and affordable. We think it's important for women to feel confident embracing their personalities and provide them products that accentuate their beauty, their way. 

What is Renee’s bestselling product according to you and why? 

Our FAB 5-in-1 Lipstick is one of our best-selling products along with Madness PH Stick and FAB Face 3-in1 Makeup Stick, in my opinion. You can consider these products as must-haves in one’s makeup arsenal because of their compact packaging and multi-utility. The shades and formulations of our products have been decided by keeping Indian complexions and climate in mind. We always ensure that all the products from RENEE are crafted to be super easy to use and have travel-friendly sizes so they can be carried in bags and can be used on-the-go.   

Are there any exciting upcoming launches that you want to tell us about or give us a sneak peek at? 

At Renee, we feel that you deserve only the finest when it comes to beauty products. So, our team is always striving hard to bring forth innovative and intriguing products to up your makeup game. One of our upcoming launches is ‘Princess by RENEE’. an exclusive makeup range especially designed for pre-teens. With innovative products, compact & adorable designs; Princess by RENEE is sure to win your princess' heart and yours too! We've ensured to avoid parabens and other nasties while creating this range and made sure that our products are dermatologically tested, cruelty-free and vegan.   

Do you believe the cosmetics industry has reached its zenith? If so, what changes would you do to stay competitive? 

The cosmetics industry is on the upswing after a challenging year. With the changing dynamics and new trends coming in every now and then, makeup is bound to evolve. The cosmetics industry has been evolving rapidly in the past few years especially in India and there is still a lot to come. We believe in innovating and thinking out of the box, and therefore we’ll strive to spearhead towards the ascend and be the frontrunners in changing the makeup game in India.  

 Where do you see the brand in the next 5 years? 

We want to become a major player in the color cosmetics business and revolutionize how make-up is used and perceived in our country. We aim to deliver innovative, high-quality, and affordable products and ascend to new heights. Renee Cosmetics is India's fastest-growing D2C brand. It's the only brand to reach 100 crore ARR in 20 months following the pandemic. After a great demand internationally, we're ready to delve into UAE, USA, Australia, and more markets. We want to expand geographically while strengthening our footprints in India. Our goal is to become an internationally recognized Indian make-up company that influences global norms.   

 
 

 

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