Global SS Beauty Brands Ltd. (GSSBB), the distribution branch of Shoppers Stop, has started its colour cosmetics brand called Joyology Beauty to benefit from the growing colour cosmetics market in India. Priced competitively, the brand is meant for millennials and Gen Z, and will compete with Sugar, Maybelline, and Colorbar.
The brand will have lip liners, eyeshadows, lipsticks, foundations and mascara, all priced between INR 399 to INR 949. It will be made with vegan ingredients with bold and vibrant packaging, making it both visually appealing and a clean beauty brand. According to Biju Kassim, Chief Executive Officer of Shoppers Stop’s Beauty Business, Joyology Beauty is aimed at becoming the next big name in makeup. To achieve this, they are starting with various distribution channels including, e-commerce, retail stores, and modern trade. The products will be available in Lifestyle, Shoppers Stop, and other modern retail stores. GSSBB intends to expand the brand through more product offerings but its initial milestone is to try to touch Rs100 crore at the earliest. Thereafter, it plans to branch it and make it bigger.
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The brand has been created in collaboration with Intercos Group, Italy, a leading contract manufacturing name in the cosmetics space. It has been designed in Italy but most of it is made in India at one of the factories of Intercos Group. Jaffrey Zaman, Managing Director – Intercos India added that they are delighted to be a part of this venture. “The beauty space is ever evolving with unique concepts, state-of-the-art formulas, and interesting packaging and it is excellent to be a part of this venture.” Initially, GSSBB will focus on marketing and increasing visibility of Joyology Beauty.
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