Designer and entrepreneur Masaba Gupta’s House of Masaba sees Tier 2 and 3 markets, as well as young shoppers, as leading the next round of growth for its cosmetics brand Lovechild Beauty and plans to focus on these demographics while expanding the brand.
“If we ignore Tier 2 and 3 markets, we’ll be making a big mistake,” said brand founder Masaba Gupta about her beauty brand, ET Bureau reported. “The real numbers are coming from these markets, and from younger consumers here.”
Gupta launched Lovechild Beauty in August last year as a dedicated cosmetics brand. Gupta had previously launched makeup collections in collaboration with multi-brand beauty business Nykaa and continued on with her established bright hues and bold packaging. Lovechild Beauty is now owned by the Aditya Birla Group which holds a 51% stake in the business under the House of Masaba Lifestyle franchise.
Lovechild Beauty products retail from dedicated segments in House of Masaba’s newly renovated flagship stores as well as its direct to customer website and multi-brand platforms. The brand is continuing to expand its product offerings to provide a comprehensive makeup solution and launched its first face makeup range earlier this month.
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