Milap Cosmetics, a legacy made-in-India brand, know for its kajals and sindoors, recently underwent a significant transformation. This rebranding to 'Mila Beauté' wasn’t just a superficial change in name but an evolution that reflects a deeper belief - India, with its rich resources and talent, could produce beauty products that match international standards. Milap, which means “to meet", was the initial connection point for makeup beginners and beauty enthusiasts across Tier II and Tier III cities in India. With its reputation built on its famous sindoor, kajal, and lipstick, the brand was synonymous with affordability and quality. However, as Saahil Nayar, MD & Co-Founder of Mila Beauté, explains, the beauty industry has seen a massive shift. Consumers are no longer just looking for affordable products; they want multi-functional, high-quality, and globally inspired makeup.
“The rebranding to Mila Beauté is more than just a new name; it symbolizes a new direction for the brand. We want to make elevated beauty accessible at everyday prices, while staying rooted in India’s evolving beauty needs,” says Saahil Nayar.
"Mila Beauté represents the belief that India is self-sufficient and that products made in India can match international standards,” adds Nayar.
Global Perspective, Indian Roots
Mila Beauté's rebranding is rooted in a global perspective while proudly ‘Made in India’. The beauty industry is saturated with international trends, but Mila Beauté strikes a delicate balance by integrating global inspirations with local needs. Saahil emphasizes that the brand is acutely aware of the diverse requirements of Indian consumers, particularly in terms of skin tones, types, and climatic conditions.
“Rather than offering one-size-fits-all products, we cater to specific regional needs in India,” Nayar explains. This sensitivity to Indian consumers is reflected not only in the product formulations but also in packaging, which considers the practical aspects of life in India. Mila Beauté promises to deliver an elevated experience, one that feels luxurious without being out of reach.
"Mila Beauté is inspired by international trends but is tailored to meet the unique needs of Indian consumers. We believe in offering luxury within reach,” he adds.
Innovative Formulation and Testing
The foundation of Mila Beauté's product development lies in its commitment to innovation, particularly for Indian skin and climate. Saahil Nayar highlights how their R&D team continuously tracks emerging trends and evolving beauty needs. Before any product hits the market, it undergoes rigorous testing, including stability and temperature control tests, to ensure effectiveness across varied skin types and environments.
Nayar shares, “Our team performs extensive consumer surveys to understand the category-specific requirements. From there, we refine our formulations to ensure they meet the high standards Indian consumers expect. Every product is tested to withstand the challenges of our diverse climate.”
Environmentally Conscious Yet Luxurious
Mila Beauté has taken strides in ensuring that its packaging enhances the consumer experience while being environmentally friendly. In a world increasingly conscious of sustainability, the brand has introduced paper mache in place of plastic bubble wrap, significantly reducing plastic waste. The packaging also incorporates practical design elements, such as easy-to-use components and essential information that consumers want to see upfront.
“We want our packaging to reflect the brand’s ethos—luxury within reach but also responsible and sustainable,” explains Nayar. The brand is well aware that packaging is often the first physical interaction consumers have with their products, and they intend to make it memorable and functional.
Sustainability is not just an afterthought for Mila Beauté—it’s a core component of the brand's mission. By manufacturing in India, the brand reduces transportation emissions and ensures strict waste reduction policies in its production processes. Saahil Nayar takes pride in Mila Beauté’s cruelty-free product line, which adheres to ethical practices.
“We’re proud to embrace sustainability in all aspects of our operations, from local production to environmentally conscious packaging,” says Nayar. This commitment aligns with the brand’s broader business goals, reinforcing its dedication to creating positive change in the beauty industry.
Expanding to 20,000 Retail Counters
With a presence at over 10,000 retail counters across India, Mila Beauté is setting ambitious goals to double that number by the end of the year. The strategy? A combination of geographical expansion and product diversification. By entering new markets, particularly in Tier II cities, the brand aims to establish a strong foothold across India.
“We are focusing on deploying growth-driven strategies and identifying key markets. With this approach, we’re confident in reaching 20,000 retail counters,” Nayar shares. The expansion doesn’t stop there. Mila Beauté is broadening its product portfolio to cater to the evolving needs of consumers, ensuring that new and existing categories thrive in the market.
He further adds, "We are aggressively pursuing growth, and doubling our retail presence to 20,000 counters is just the beginning."
Building a Community with D2C
In the digital era, Mila Beauté is embracing the Direct-to-Consumer (D2C) model to enhance customer engagement and satisfaction. The brand recently launched a new website designed to offer a seamless and personalized shopping experience. Beyond just transactions, Mila Beauté is focusing on building a community where consumers feel connected to the brand.
“We’ve implemented CRM systems, feedback forms, and engagement tools that allow us to keep our finger on the pulse of consumer needs,” Nayar explains. Additionally, the brand offers product trials, enabling customers to test new offerings and engage with the brand on a deeper level.
"Our D2C model is more than just a sales channel; it’s about building a community that reflects our brand values and connects with every makeup lover," explains Nayar.
Aiming for Rs 100 Crore
One of Mila Beauté’s most ambitious targets is to achieve Rs 100 crore in revenue by the end of the year. With a 25 percent month-on-month growth already recorded, the brand is on track to meet this goal. “We’re widening our presence across digital and retail verticals while also adding new channel partners and entering new markets,” Nayar explains.
The upcoming factory in Manesar, a state-of-the-art facility spanning 36,000 sq. ft., is expected to play a crucial role in meeting production demands. This facility will have a production capacity of over 6 million units monthly, significantly enhancing Mila Beauté’s ability to scale its operations.
The Next Five Years
With a clear vision for the future, Mila Beauté is taking a multi-fold approach to growth. In the next five years, the brand aims to solidify its position as a go-to name in the Indian beauty industry, all while maintaining its commitment to innovation, sustainability, and consumer engagement.
“We want to become a household name that addresses Indian beauty needs, and we’re confident in our ability to achieve this through aggressive expansion and continuous innovation,” Nayar concludes.
Copyright © 2009 - 2024 Franchise India Holdings Ltd