Bonish Jain, Director and Founder of PAC Cosmetics, on the brand’s transition from professional makeup to retail, maintaining quality, and winning trust across the beauty spectrum
Q: You started as a brand for professional makeup artists and have done incredibly well in that space. What motivated the transition into the retail space, and what were the challenges during the shift?
A: That shift, honestly, was inspired by the professionals themselves. Whenever they bought from us, they’d say things like, “This is for my sister,” or “This is for my friend.” And they’d always ask, “Why isn’t this available for everyone?”
So the demand was there. We were seeing actors, models, and influencers using our products, but their friends or fans didn’t know where to find them. Then COVID changed everything—people were open to experimenting with makeup online. That gave us both data and customer feedback showing strong potential for retail.
The challenges? Oh, plenty. A pro makeup artist looks for palettes, variety, and versatility. A personal consumer, however, is specific. They want maybe four shades, in a travel-friendly format, and at a price point that suits them—Rs 500, Rs 800 instead of Rs 3000 or Rs 5000. So we had to think differently—smaller assortments, lighter packaging, simpler application, and of course, friendlier price points.
Maintaining quality while scaling down was tough, but we refused to compromise. And now, we’re in a good space where both pros and consumers love what we offer.
Q: Yes, it’s not easy striking a balance. Especially now, when Indian consumers are so informed and specific about what they want—undertones, finishes, ingredients. How have you adapted to this change?
A: You’re absolutely right. Today’s consumer is asking deep, relevant questions—“Is this matte or dewy?” “Will this clog my pores?” “What’s in it?” That’s why we’ve taken a very conscious call to build trust first.
We’re not looking at this from a profit-first lens. Instead, we’re asking ourselves: how do we want to be remembered as a brand?
Some products might not be big revenue drivers, but they serve a purpose. And because we’ve maintained consistent quality from our pro line to our personal consumer line—be it a Rs 500 product or a Rs 5000 one—the trust keeps growing. In fact, our average order value has gone from Rs 900 to Rs 1400 and now to Rs 1700.
The beauty industry has evolved. People don’t just want a kajal or lipstick anymore. They want primers, highlighters, correctors—the full face! The consumer is smarter, more self-aware, and that’s wonderful. It pushes brands like ours to do better.
Q: What is PAC’s expansion strategy—offline, online, or international? What are your focus areas?
A: Great question. Our first strategy is extensive assortment. Whether you’re a beginner or a pro, if you walk into PAC, you’ll find your perfect match. Be it lipstick, foundation, concealer, or even tools—we’ve got it all.
Secondly, I’m proud to say we probably offer the widest shade range among Indian brands. From Jammu & Kashmir to Kanyakumari, there’s a shade for every skin tone. This inclusivity is something we prioritise deeply.
Now, in terms of offline retail, we’re partnering with Nykaa to be in their retail stores. We’ve signed a pilot program with 10–20 stores, and by the end of the year, you’ll see PAC across 50–60 of them.
Internationally, we’re already seeing good traction from countries like the UAE and parts of Southeast Asia, so we’re scaling up those efforts too. And of course, our online store and e-commerce channels continue to be major growth drivers, especially for Gen Z and millennial audiences.
We’re taking things slow but steady. Our belief is simple: if we stay consistent and consumer-first, the growth will come.
