Cosmetics and skincare brand Boddess Beauty plans to expand its retail presence in Tier 2 and 3 cities to respond to growing demand for aspirational and branded products and realise what it sees as Bharat’s untapped potential.
“Some of our most profitable stores per square foot are in cities like Itanagar and Agartala,” Boddess Beauty’s creative director and co-founder Mansi Sharma told Indian Retailer Bureau. “There’s a significant demand for international beauty brands and niche products like salicylic acid, reflecting the untapped potential in these markets.”
The increase in brand awareness in rural areas of India was exemplified by the response to the recent Kylie Cosmetics brand launch. When the US-based makeup brand launched in India, Boddess reported search trends for the brand coming from right across India and noted that the increase in social media usage in diverse areas across the country has resulted in high levels of international brand awareness.
“Expanding into these regions isn’t just about market penetration; it’s about meeting the evolving beauty needs of consumers who are increasingly informed and aspirational,” said Sharma. “The kind of appetite that rests there is yet to be tapped into and I think we’re just scratching the surface right now as an industry.”
Boddess is shifting towards a fully omni-channel retail strategy for its beauty brands. The business counts over 200 brick-and-mortar outlets for The Body Shop as well as over 20 for its brand Kiehl’s.
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