Viral makeup product returns with AI-led campaign and quick-commerce delivery in minutes
Swiss Beauty has partnered with quick-commerce platform Zepto to restock its viral Jelly Verse Glow Stick, alongside releasing a hybrid AI-led and live-action brand film to mark the product’s return and instant availability on the platform.
The product, which has gained strong traction across social media and online beauty communities, has sold more than 100,000 units across sales channels since its launch. The restock aims to meet growing consumer demand while leveraging quick-commerce to enable delivery within minutes.
To promote the restock, Swiss Beauty and Zepto have unveiled a brand film combining artificial intelligence-generated visuals with live-action storytelling, reflecting the increasingly digital and trend-driven nature of the beauty industry. The campaign highlights how viral beauty products discovered online can now be delivered almost instantly through quick-commerce platforms.
According to Mohit Goyal, the popularity of the Jelly Verse Glow Stick underscores a shift in the beauty sector towards products that offer innovative textures, sensorial experiences and quick accessibility. He noted that the partnership with Zepto enables the brand to respond rapidly to consumer demand while tapping into the evolving discovery-to-purchase journey shaped by digital platforms.
Industry observers note that quick-commerce is increasingly expanding beyond groceries and essentials into high-demand lifestyle categories such as beauty, where trend cycles move rapidly and impulse purchases are common.
Pankaj More said the collaboration reflects how consumers today often want to purchase trending products immediately after discovering them online. By listing Jelly Verse on the platform, the company aims to convert digital discovery into near-instant delivery.
The Jelly Verse Glow Stick features a bouncy jelly-like texture infused with aqua, designed to deliver a cooling sensation and a luminous finish. Positioned as a 3-in-1 multi-use product, it can be applied on the eyes, lips and cheeks. The product is available in six shades — Star Shower, Bronzed Eclipse, Solar Flash, Moon Drip, Orbit Gleam and Twilight Beam — priced at Rs 449.
Founded in 2013 by Amit Goyal and Mohit Goyal, Swiss Beauty has grown rapidly in India’s cosmetics market by focusing on products tailored to Indian skin tones and preferences. With the latest collaboration, the company is looking to deepen its presence across quick-commerce channels while capitalising on the growing influence of viral beauty trends in shaping consumer demand.
