In an exclusive interaction with Kanishka Ramchandani, Biju Kassim shares his thoughts about Joyology and the market share it aims to capture.
As the Customer Care Associate and CEO of Beauty Shoppers Stop, Biju Kassim is at the helm of the launch of the youthful and fun makeup brand Joyology. His three decades of experience in the beauty industry has witnessed the pivotal role he has played in brand building across various retail formats and distribution channels across different markets.
What is Joyology?
Joyology is a concept that was born about two years ago. When I started with Shopper’s Stop, we realised that while we had worked extensively with international beauty brands like Estée Lauder, MAC, Clinique, and Bobbi Brown, there was still a gap in the market. India, with its aspirational young consumers in metros, tier 1and 2 cities, needed something created for India and made in India.
Joyology was conceptualised to fill this space by offering international-quality products that resonate with Gen Z, are ingredient-focused, affordable, and aspirational. The name ‘Joyology’ reflects the core philosophy of bringing joy to everyday life, and it turns out that ‘joy’ is one of the most searched words globally today—a happy coincidence that validates our choice.
Is there any star ingredient in your range that stands out?
Our star ingredient is Hydraberry. This is a component that is at the core of the entire range of Joyology products. It is central to hydration. Today, it’s all about infusing skin benefits into makeup. We also wanted to be relevant and appeal to young consumers, who are very demanding and well-researched.
Why did you choose makeup over other categories like skincare or haircare?
If I look at the journey of D2C brands over the last 5-7 years, there have been many success stories, and I feel very proud about it because these are Indian brands.
The space for affordable products with clear benefits at an affordable price is promising in India. Makeup as a category is growing fast, and despite the complexity of catering to diverse Indian skin tones, we see it as a space where true beauty expression begins. Hence, we chose makeup as our focus.
Is the entire process of formulation and packaging done in India?
The concept was developed with the Intercos Group in Italy to stay aligned with global trends. The formulations involved technology transfers from the Intercos Group’s facilities in Italy, China, and Korea to India. However, I’m proud to say that Joyology is 100 per cent Indian-made. We’ve combined global technology and manufacturing expertise in India, which is a point of pride for us.
Who are your target consumers?
In India, the starting point is typically 16 to 24 years, but we’re open to 18 to 26 years or even up to 35. Joy is a limitless expression, and anyone seeking joy can embrace Joyology products. We welcome young girls, mature women and anyone who resonates with our philosophy.
Have you trained Shopper’s Stop beauty advisors to represent Joyology?
Joyology is brought to India by Global SS Beauty Brands and is available through Shopper’s Stop, Myntra, Nykaa, Amazon, Tata CLiQ, and hopefully Tira, too. Training and education are core to our strategy to help Indian consumers make informed choices. This focus ensures that whether through retailers or e-tailers, the essence of Joyology is well-communicated.
Do you plan to participate in quick commerce platforms?
Beauty is inherently part of quick commerce, but our current priority is brand-building and resonating with young consumers. However, we are prepared to enter the quick commerce landscape when the time is right because products like lipstick, foundation, kajal or mascara are essentials.
Will you be introducing a brand ambassador for Joyology?
A brand ambassador is essential for building brand recognition, but our immediate focus is positioning the brand and making it accessible. We are looking at modern trade and general trade expansion to establish the brand before moving forward with a brand ambassador.
Will you promote Joyology to professional artists?
Currently, Joyology is a retail product and does not have professional packs. However, if the brand resonates with the professional community, we would be delighted. Artistry is at the core of makeup, and if artists embrace our products, it will be a great validation.
Where do you see Joyology in the next year?
Joyology is part of the K Raheja Corporation through Global SS Beauty Brands, so resources are not a limitation. Our priority is creating brand love and expanding across premium beauty retail spaces in the country, followed by general trade. Standalone stores are also a possibility. We’re dreaming big and hope to achieve significant milestones in the next year.
