Value retailer MR.D.I.Y. has entered India’s fast-growing beauty segment with the launch of Adorea Beauty, its first dedicated beauty label, as the company looks to expand beyond its core home improvement and lifestyle offerings.
The new brand features nearly 200 products spanning colour cosmetics, skincare, nail care and everyday beauty essentials. Prices start at Rs 45, targeting value-conscious consumers seeking affordable beauty products.
According to the company, the portfolio has been curated for Indian consumers, with products across eye, lip, face and nail categories, alongside skincare products formulated with ingredients such as rice, matcha, hyaluronic acid and vitamin C. The skincare range includes face washes, clay masks, scrubs, toners, sheet masks, under-eye hydrogel patches and makeup removers.
“At MR.D.I.Y., our focus has always been on making quality products accessible to everyone. With Adorea Beauty, we are extending that promise into the beauty category, bringing together a thoughtfully curated range of beauty products that combine quality, affordability and the latest trends,” said Vikas Gupta, Group CEO, MR.D.I.Y. India.
Gupta added that the company will continue expanding its portfolio in line with evolving consumer preferences.
Adorea Beauty is now available at more than 400 MR.D.I.Y. stores across India. The retailer said its growing presence in metro cities and Tier II markets will help make the new beauty range accessible to consumers nationwide.
MR.D.I.Y., one of Asia’s home improvement and lifestyle retail chains, offers more than 15,000 products across 10 categories, including household goods, stationery, toys, jewellery, cosmetics and gifting. The company operates over 425 stores across India and says it has served more than 20 million households
