From viral products to the impact of digital platforms, Shryoan Cosmetics’ Director Himanshu Madnani shares his perspective on the shifts redefining affordable beauty in India in an exclusive conversation
Q: Shryoan has carved a strong niche in the affordable beauty space. Looking back, what has been the most defining milestone in the brand’s journey so far?
We founded the brand in 2020. After COVID, we made various strides. The most defining moment has been our partnerships with e-commerce platforms. Our reach and customer base increased two to three times compared to traditional methods, and both sales and users grew significantly through e-commerce.
Q: When we look at performance in terms of revenue and sales growth, which category has contributed the most? How was the performance last quarter?
Lip liners, lipsticks, and mainly sindoor. Our sindoor has unique packaging, and it’s been viral for more than a year. Regardless of season, it sells around 200,000–300,000 pieces every month. So yes, lip products and sindoor have been our star categories.
Q: With consumers increasingly seeking clean, innovative, and affordable beauty solutions, what key trends are you observing in the Indian cosmetics market, and how is Shryoan aligning with them?
Customers now want good quality products. Five years ago, they didn’t have much product knowledge—they’d accept any quality. Now, they understand product formulations, know what suits their skin, and demand both colour variety and quality. Earlier, only price mattered. Today, customers don’t mind paying Rs 50, Rs 500, or even Rs 5,000—as long as the quality is good. Packaging also plays a big role—innovative and premium-looking products encourage customers to spend more.
Q: What are your immediate and long-term plans for brand growth, in terms of product portfolio and geographical presence? Are international markets and offline presence also on the radar?
We started offline in 2020, just before COVID. In 2024, we began focusing on online, and now online sales are matching offline sales. Personally, I prefer online because it’s less time-consuming than dealing with thousands of retailers. But we’re present in both channels.
Q: Talking about digital and consumer engagement—how important are e-commerce, influencer marketing, and social media to your strategy?
Very important. To build a brand today, you must focus on all aspects—digital, influencer, every form of marketing. If your product isn’t visible digitally—on Instagram, Facebook, Twitter—you won’t achieve your sales targets. These platforms have amplified our reach. Moving forward, I plan to increase our marketing budget on Instagram and Facebook because offline sales may drop, but online sales are growing.
Q: Many affordable brands are moving into skincare-infused cosmetics. Is Shryoan also planning something in this direction?
Yes, we are. We’ll launch around 15 new products during Diwali, wedding, and Navratri seasons. These include face, lips, and skincare products like serums. The market demand for skincare-infused cosmetics has increased. People want glowing skin and safe products with ingredients like niacinamide and vitamin C. Earlier, they didn’t know much, but now they’re aware of the benefits and prefer two-in-one products—makeup with skincare.
