Swiss Beauty forays into premium market with new line ‘Swiss Beauty Select’

Cosmetics brand Swiss Beauty has forayed into the premium beauty market and launched ‘Swiss Beauty Select’. The brand launched the new skincare infused makeup line on the occasion of its eleventh anniversary and plans to continue to expand the range.

“With 11 years of presence in the Indian beauty industry, Swiss Beauty has gained deep insights into the evolving needs of our consumers,” said Swiss Beauty’s co-founder and director Mohit Goyal in a press release. “Swiss Beauty Select represents our commitment to innovation and quality, offering premium products that cater to the sophisticated tastes of today’s beauty enthusiasts. We’re not just introducing new products; we’re redefining premium beauty standards. This launch marks a new chapter in our journey to make high-performance beauty accessible to everyone.”
 
Swiss Beauty Select has launched exclusively with multi-brand beauty retailer Nykaa and will continue the exclusive retail tie up for its first three months. The line has also launched on Swiss Beauty’s own direct to customer e-commerce store and will roll out across select physical sales points during July onwards.
 
Products in the Swiss Beauty Select line include liquid lipsticks, bullet lipsticks, eyeshadows, and mascaras. The cosmetics are made with skincare ingredients such as Vitamin E and coconut water extract with the aim of nourishing the skin. The product line is also vegan and cruelty free.
 
Swiss Beauty counts over 25,500 retail touch points across 550 Indian cities. The brand aims to double its number of exclusive brand outlets by the end of the 2025 financial year.