In 2018, Dheeraj Bansal and his co-founder sparked the birth of Recode Studios. They embarked on a shared dream to create something remarkable. Since its inception, Recode become a seasoned cosmetic specialist brand driven to promote excellence in India's personal care and beauty sector. 

 “The cosmetic industry in India has experienced a dramatic shift since COVID, with a notable increase in demand for personal care products. Our journey began during the COVID-19 pandemic, which highlighted the necessity of establishing an online presence,” commented Dheeraj Bansal, co-founder, Recode Studios

The Indian cosmetics market is projected to generate $6.45 billion in sales by 2024,

with an uplift of 2.86 percent CAGR in the same market between 2024 and 2028. The outlook for the Indian beauty sector has significantly shifted, with the beauty and self-care industries having seen tremendous growth in sales, controlling the majority of the beauty e-commerce market.

Influencer-Led Success

“Collaborations with influencers, bloggers, and makeup artists have been pivotal in driving daily customer engagement and attracting new clients. Our primary marketing strategy now centers around these digital platforms, which have been instrumental in our expansion,” added Bansal added.

Technology has revolutionized the way Recode has expanded, moving to an internet presence revolutionizing the business aspect. The brand expanded its audience by utilizing technology, with its website and social media accounts contributing the most. With the steady quality of the products and efficient internet marketing, it was able to retain client loyalty and promote repeat business, making efficient use of the influence of technology.

Captivating Omnichannel Strategies 

For Recode, both platforms offline and online have been essential, while the website gives the flexibility to spend money on focused blogging and advertising, enabling it to reach a large audience without being constrained, the brand’s physical presence promotes direct consumer contacts and increase brand awareness. 

Recode capitalizes on each of its channel's advantages and maintains a 50-50 mix between online and offline tactics, as one platform works well the others follow the lead to advance the cosmetic brand. This integrated strategy guarantees extensive market coverage and fosters overall growth.

“Embracing an omnichannel approach has been instrumental in our success. We have established a strong presence through our own website and major Indian marketplaces, ensuring broad online accessibility. This diverse distribution network allows us to connect with customers through various touchpoints, meeting their preferences and needs effectively. By integrating these channels, we have created a seamless shopping experience that strengthens our market position and drives significant growth.” explained Dheeraj. 

150 pc Surge and Bold Revenue Targets

Recode’s growth over the past year has been remarkable, largely driven by its loyal customer base. Having a strong fan following with 40 percent of its customers returning to its website every month, Recode has witnessed a average of 150-180 percent year-on-year growth.

“Transitioning to online marketing became crucial, and this pivot saved us from a potential shutdown. It not only helped us overcome a major obstacle but also fueled our expansion, positioning us for sustained growth in the market,” explained Bansal.

Jumping from Rs 15 crore to Rs 22 crore within a year, Recode aims to close Rs 37 crore of net sales in 2024, with a target to achieve Rs 55 crore by the end of the year. 

Nationwide Reach and Diverse Portfolio

Recode studios concentrate on a wide variety of regions and populations. Geographically, the brand covers a significant portion of India, extending from Kolkata in the east to Punjab in the north and from Tamil Nadu in the south to Gujarat in the west. Recode has an extensive reach and guarantees that it serves a broad clientele, providing women all around the nation with excellent and reasonably priced items. 

Moreover, the brand’s product portfolio is a testament to its mission-making high-quality, international-standard cosmetics affordable and accessible to all. With an ever-expanding range of 300 SKUs and new launches every week, it serves both professional makeup artists and everyday consumers.

“Our makeup is designed for real women with real lifestyles,” says Bansal. Recently, Recode introduced a specially curated makeup kit aimed at Gen Z, featuring essential products perfect for everyday and office looks, highlighting its focus on both affordability and relevance in the digital era.

Credibility and Global Sourcing

Partnering with renowned international suppliers in Germany, Thailand, and Taiwan, Recode ensures its makeup meets rigorous quality standards. A hands-on approach to monitoring production—visiting factories and inspecting batches—ensures that every product upholds Recode’s high standards.

Bansal added, “Our team actively monitors the production process by visiting the factories and inspecting batches during manufacturing. By implementing thorough checks, we guarantee that each product meets the high-quality criteria, providing customers with reliable and effective solutions.”

A Rs 500 Crore Aim 

With plans to scale to Rs 500 crore in annual revenue over the next five years, “Our goal is to expand both our product range and our market reach,” says the co-founder. The brand aims to deepen its presence online and offline, leveraging partnerships, emerging technologies, and customer insights to stay ahead in the ever-evolving beauty landscape. “These initiatives are designed to drive significant growth and establish Recode as a leading name in the industry,” Bansal concluded.