Vidushi Goyal, CMO of Swiss Beauty, speaks with BW Retail World about the brand’s expansion from colour cosmetics to skincare, evolving consumer habits, and building a holistic beauty portfolio for India
How is Swiss Beauty leveraging its market share to drive revenue growth across offline and online channels?
We’re really proud of how far we’ve come. In just a few years, we’ve seen massive growth across both revenue channels and product categories. The key has been sticking to our core values. First is product quality—our consumers consistently tell us that quality stands out, whether it’s a lipstick or a primer. Second is pricing. We believe that great makeup shouldn’t mean paying international luxury prices. By bringing global formats, high quality, and trending products at an accessible price, we’ve become one of India’s top four to five beauty brands.
Swiss Beauty has been known as a makeup-first brand. How does Swiss Beauty Care align with your vision of becoming a holistic beauty and skincare player?
Perfectly. For 12 years, we’ve built a solid foundation in makeup. But consumer behaviour has shifted—beauty is no longer occasion-based, it’s part of daily life. Consumers also want skincare to complement their routines. That’s why we launched Swiss Beauty Select last year—makeup infused with skincare—and now Swiss Beauty Care. It’s a natural progression that aligns with both consumer demand and our brand’s long-term vision.
Can you walk us through the launch collections for Swiss Beauty Care?
We launched two ranges. First, the Glow Fusion range, powered by vitamin C and niacinamide, designed as a full CTM routine—face wash, toner, serum, and SPF 50 sunscreen. It caters to consumers who want glowing, even-toned skin. Second, the Dewlock range, focused on hydration with hyaluronic acid, blueberry, and cucumber extracts. It currently includes a serum, moisturiser, and SPF 15 day cream, soon to be extended with face wash and sunscreen. Glow is the largest consumer need, while hydration is the fastest-growing—both are deeply relevant to India’s climate and skincare priorities.
What consumer insights shaped these formulations?
For Glow Fusion, the big shift was away from fairness creams towards skin health. Consumers want radiant, even-toned skin, not lighter skin. That’s why vitamin C and niacinamide were obvious choices. For Dewlock, the insight was hydration. India’s long summers and humidity lead to dehydration and excess oil production, causing breakouts. Hydration helps restore balance. We designed Dewlock to lock in moisture and improve skin health—something Indian consumers are actively seeking today.
Why was skincare identified as the next step, and how will it shape Swiss Beauty’s identity?
It’s a natural extension. Makeup is still huge, and we remain one of the top players, but skincare is an equally large market with immense potential. It complements makeup and fits our core promise: quality at accessible prices. By moving into skincare, we’re expanding our role from being a makeup-first brand to a holistic beauty and personal care player, while unlocking significant new growth.
How will Swiss Beauty balance cutting-edge skincare science with affordability in the years ahead?
By investing time in R&D, partnering with the right experts, and innovating at the intersection of makeup and skincare. For example, we launched a sunscreen spray that works as both a makeup fixer and SPF 50 protection—something consumers love for its convenience. We’re also working on facial kits and other crossovers. The idea is to fill gaps in the market with innovative yet affordable products. Affordability without compromise will always be at the heart of Swiss Beauty’s roadmap.
