Global makeup brand Kryolan aims to make India its top-performing market, boosting manufacturing, offline presence, exports, and R&D to double the country’s contribution to its global revenue in five years.
Kryolan, the global professional makeup brand, has set an ambitious goal to double India’s contribution to its global business from the current 19% to 40% within the next five years. According to Wolfram Langer, Managing Director and son of Kryolan’s founder, and Malgorzata Langer, Executive Director, the brand currently operates in 85 countries. India is currently the its third-best-performing market out of 85. The aim is to make India Kryolan’s top-performing market, driven by its vast, diversified consumer base, improving infrastructure, and growing spending power.
Boosting manufacturing capacity in Chennai
To strengthen its footprint, Kryolan will invest approximately ₹100 crore towards its manufacturing unit. It aims to increase the manufacturing capacity of its Chennai facility by 40% by 2026. The brand’s current plant spans 2.5 acres with 25,000 sq.ft of operational space. The brand has also acquired an additional 2.5 acres to build a 25,000 sq.ft warehouse.
At present, the Chennai facility produces over 1,500 products exclusively for the Indian market. However, the company plans to start exporting certain locally developed products to Europe, especially from its R&D division in Chennai. Having already exported beard-related products from India, Kryolan will soon expand exports to include cosmetics.
Offline retail expansion
Kryolan currently operates 11 stores in India. It plans to open 10 new outlets in the next three years, with an investment of ₹15 crore. The average store size is between 800–1,000 sq.ft. Moving forward, the brand will expand in cities such as Hyderabad, Kolkata, and Pune.
Given the 30% demand growth from tier-II cities, the brand also intends to open smaller store formats for these markets. Kryolan favours high-street locations over malls. It cites the reason: better accessibility for hosting seminars and workshops.
Expanding product portfolio
With 3,000 SKUs in India and 18,000 globally, 60% revenue comes from foundations. Kryolan is preparing to launch a new foundation range made from natural ingredients early next year. This will include powder, liquid, cream foundations, and concealers, all formulated with natural ingredients to cater to growing demand for clean beauty.
Distributor network and channel strategy
Kryolan currently works with 100 distributors. It plans to double this number to 200 to deepen market penetration. Presently, 80% of its revenue comes from offline sales, with 20% from online channels.
R&D investment and financial growth
Celebrating 80 years globally and 20 years in India, Kryolan is doubling its R&D investment in the country to ₹30 crore. The brand closed the last fiscal year with ₹85 crore in revenue from India and expects a 20% increase this fiscal year.