Affordable luxury beauty brand sharpens offline strategy, targets 60 EBOs nationwide this fiscal
Mars Cosmetics, one of India’s fastest-growing beauty brands, has strengthened its brick-and-mortar presence with the launch of its 45th Exclusive Brand Outlet (EBO) kiosk at Lake Shore Mall (formerly Viviana Mall) in Mumbai. The latest opening marks another milestone in the brand’s aggressive offline expansion strategy as it deepens its focus on experiential retail in key urban markets.
The new kiosk aligns with Mars Cosmetics’ vision of creating high-visibility retail touchpoints that prioritise consumer engagement, trial and discovery. Designed to enable shoppers to test products and explore the brand’s extensive makeup range tailored for diverse Indian skin tones, the kiosk reinforces Mars’ belief that physical retail remains critical for building trust and driving conversion in colour cosmetics.
While digital commerce continues to grow rapidly, Mars said offline retail remains a key driver of brand affinity, particularly in categories such as makeup where shade matching and texture evaluation play a decisive role in purchase decisions. The brand continues to invest in physical formats to meet this demand for trial-led experiences.
Alongside its exclusive brand-owned kiosks, Mars Cosmetics has built a strong presence across leading modern trade and beauty retail chains, including Health & Glow, Dabur NewU, Pantaloons, Shoppers Stop and Lulu Blush. This dual strategy of operating EBOs while partnering with large-format retailers has enabled the brand to create a robust omni-channel ecosystem that balances reach, visibility and a consistent consumer experience.
Commenting on the expansion, Pushpa Kandpal, Senior Manager – EBO Operations & Expansion at Mars Cosmetics, said, “Offline retail remains one of the most important channels for beauty consumption in India, especially for makeup where trial and shade discovery are crucial. Our Exclusive Brand Outlets allow us to showcase our complete portfolio while engaging directly with consumers and delivering a differentiated beauty experience. The launch of our 45th EBO in Mumbai reflects the strong response we are seeing across markets and underlines our commitment to offering high-quality, luxury makeup at accessible price points across India.”
The company is witnessing strong traction for its offline formats, driven largely by sustained demand from metro and Tier-1 cities. Building on this momentum, Mars Cosmetics is aiming to scale its physical presence to 60 Exclusive Brand Outlets nationwide by the end of the current financial year, signalling its confidence in offline retail as a long-term growth lever.
As it expands its retail footprint, Mars Cosmetics continues to focus on product innovation, inclusivity and affordability, positioning itself to respond quickly to evolving preferences among India’s increasingly discerning beauty consumers.
