Global SS Beauty Brands Ltd. (GSSBB), the beauty distribution arm of Shoppers Stop, has made a vibrant entry into the Indian colour cosmetics market with its new brand, Joyology Beauty.
Positioned as a lifestyle masstige brand, Joyology Beauty aims to cater to the growing demand for accessible, playful, and high-quality makeup in India.
The Indian colour cosmetics market is booming, generating US$ 5.5 billion in revenue in 2022 and is projected to hit US$ 13 billion by 2030, according to Horizon Grand View Research. Leveraging this immense potential, Joyology Beauty aims to compete with well-known brands. It aims to offer products tailored to millennials and Gen Z at pocket-friendly prices.
What Joyology Beauty Offers
Joyology Beauty celebrates individuality and joy through its bold, colourful, and Instagram-worthy packaging. The brand boasts 64 product options. It includes lipliners, eyeshadows, lipsticks, foundations, and mascaras. The product’s pricing largely lies in the bracket of ₹399 and ₹949. With vegan, clean beauty formulations, the brand appeals to conscious consumers seeking high-performance yet ethical makeup options.
“The brand is positioned as a lifestyle masstige brand competing with the likes of Maybelline, Sugar and Colorbar. Targeted at millennials and Gen Z, it is going to be available at very accessible price points,” Biju Kassim, chief executive officer of Shoppers Stop’s beauty business told IndiaRetailing.
Where to Find Joyology Beauty
GSSBB will market Joyology Beauty as an independent beauty brand. It will be available across leading beauty retailers across India. The products are already available on leading e-commerce platforms. It will also be available at prominent retail outlets, including Shoppers Stop and Lifestyle.
“We want to position this brand as the next big makeup brand for the country and here the strategy is to start with modern trade and e-commerce and brick-and-mortar. Subsequently, we will go into general trade at an appropriate time.” Kassim added.
A Blend of Global and Local Excellence
Joyology Beauty has designed its innovative concept, formulas, and packaging in Italy. However, a significant portion of the production takes place in India, thanks to a collaboration with the renowned Intercos Group.
“We are proud to receive this opportunity and trust from GSSBB to bring their brand vision of authentic joy to reality. The innovative concept, avant-garde formulas and playful packaging are a testimony to the ever-evolving beauty consumers. It has truly been an inspiring journey of working together to create a spectrum of sensations, colours and finishes. Moreover creating joyful beauty products together,” said Jaffrey Zaman, Managing Director, Intercos India.
Marketing the Joy
The initial focus for Joyology Beauty is extensive marketing to ensure visibility and engagement. From bold brand films showcasing inclusivity to collaborations with influencers, GSSBB is investing heavily to create buzz around Joyology Beauty.
Future Aspirations
GSSBB is optimistic about Joyology Beauty’s growth, aiming to achieve a revenue milestone of ₹100 crore at the earliest. The brand also plans to expand its product range to cater to more consumer needs.
Banner Photo Credits: SS Beauty
