Mihir Jain, Director – Sales, Insight Cosmetics, on democratising beauty through in-house innovation, affordability, and quality
From being a college-girl favourite to offering 4,000+ SKUs today, Insight Cosmetics is redefining the makeup game in India. Talking to BW Retail World, Mihir Jain, Director Sales, tells how quality, R&D, and real India drive their mission
Could you take us through the origin story of Insight Cosmetics?
Insight Cosmetics was launched in 2012, but our journey in the colour cosmetics industry started way back in 1986. Our founders started with a brand called VOV International, which many remember for affordable products like kajals, lip pencils, and compacts—especially popular among college girls. It was widely distributed, particularly in North and West India.
By 2012, we felt the need for premiumisation and better brand positioning, so Insight was born with just 10 to 12 SKUs. Today, we offer 280 to 300 SKUs, and with shade variations included, that number crosses 4,000.
What inspired the creation of Insight as a separate brand from VOV?
Our core vision was to democratise beauty. We wanted to reach the real India—the Tier 2 and Tier 3 cities—where affordability matters but aspirations are just as strong. A woman with a monthly beauty budget of Rs 1,000 should still be able to feel confident and beautiful. We knew that one compact, one lipstick, and one eyeliner could complete a look, and we wanted to deliver quality products that made that possible—without compromising safety or efficacy.
Insight is known for being both affordable and high-performing. How do you maintain product quality at such competitive prices?
We’ve invested heavily in our manufacturing ecosystem. We have three manufacturing plants in Maharashtra and a strong R&D team with over 40 scientists. Every batch undergoes a three-stage quality check—both technical and non-technical. Non-technical evaluations are done by professional makeup artists to ensure usability, while our R&D team evaluates the technical parameters like pH levels, viscosity, and chemical composition. Only after a batch passes all evaluations does it go into production.
The Indian beauty space is more crowded than ever, with global and local brands jostling for consumer attention. What makes Insight stand out?
There are only a handful of Indian brands that actually manufacture their products locally. Most import and rebrand. At Insight, we make everything in-house, giving us complete control over quality and pricing.
Even among competitors in the same price segment, our products are often at least 30% more affordable. Innovation is our strength—we constantly explore ways to offer premium quality at a fraction of the cost. That’s how we make a Rs 200 product perform like a Rs 2,000 one.
Trends in makeup are shifting faster than ever, especially with social media influence. How do you keep up?
We have an in-house team for marketing, branding, and social media who work closely with our R&D and product teams. All our campaigns are built around consumer insight and two-way engagement.
We don’t just push products—we educate consumers about how to use them, how to create full looks with minimal products, and how to make the most of their makeup budget. Campaigns focused on self-expression and affordability resonate well with our audience.
The brand’s product line today seems incredibly comprehensive. What’s next for Insight?
We’ve covered all the major makeup categories—base, colour, eyeliners, lipsticks, setting sprays, and more. We’ve also begun entering accessories like beauty blenders, tweezers, and lashes.
Recently, we launched a line of skincare serums—11 to start with—and plan to expand that further. We are also eyeing international markets and will explore global expansion and strategic collaborations in the near future.
