From Calicut to Chennai, the homegrown beauty favourite moves beyond online to offer customers an in-store, hands-on makeup experience
MARS Cosmetics, the homegrown beauty brand known for its high-performance yet affordable makeup, has announced a major retail expansion with the launch of freestanding kiosks in key Indian cities. The move marks a significant step from its digital-first beginnings to a more experiential, offline presence, enabling customers to touch, test, and shop their favourite MARS products in person.
The first phase of the rollout has seen kiosks open in high-footfall malls, including HiLite Mall in Calicut, Kerala; MGF Metropolitan Mall in Gurgaon; Express Avenue Mall in Chennai; and Phoenix Marketcity in Kurla, Mumbai. With 38 kiosks already operational, the brand aims to increase this number to 50 by December 2025 and 65 by the end of the financial year, signalling strong momentum in its expansion strategy.
Pushpa Kandpal, Senior Manager – EBO Operations & Expansion at MARS Cosmetics, said:
“This expansion is a milestone on our journey to bring high-quality beauty to all. While we started through online sales, we believe customers should experience our products before buying them. With these kiosks, we want to offer accessible points of beauty where customers can engage directly with our products and get to know the MARS world firsthand.”
Popular among Gen Z and millennial consumers for its vibrant colour palettes, multi-tasking products, and trend-led makeup solutions, MARS will stock its best-selling lipsticks, foundations, eye palettes, and highlighters at the kiosks, alongside new product launches and curated recommendations.
With this retail push, MARS Cosmetics is strengthening its mission to democratise beauty and make premium-quality makeup more accessible. The brand, which has cultivated a strong social media presence, is now extending its reach into neighbourhoods across India, blending online popularity with personalised, in-store engagement.
