THE WHAT? Bewakoof has announced the launch of its first beauty and personal care line, according to a report published by Mint. The Indian D2C fashion brand’s first foray into cosmetics has been named Cosmos.
THE DETAILS The unisex brand comprises some 43 products, spanning skin care classics such as day and night cream and serums, men’s grooming stalwarts aftershave and beard oil, as well as body wash and bath salts.
The products, formulations and packaging have been inspired by natural ingredients and minerals, the company said, per Mint.
The company is hoping Cosmos will rack up sales of ₹100 crore in the first 18 months, building to ₹500 crore in four years.
THE WHY? Prabhkiran Singh, Bewakoof Founder and CEO, told Mint, “Our track record and data show a strong demand for differentiated beauty brands which have efficacy, fair price and don’t discriminate, who don’t propagate the idea of a fair skin but address the problems for all skin types and concerns.”