British ethical beauty brand strengthens local relevance strategy with India-made long-lasting retractable Kajal
British-born ethical beauty brand The Body Shop has expanded its India portfolio with the introduction of an all-new retractable Kajal, underlining the company’s strategy to deepen its presence in one of its priority growth markets.
The launch reflects The Body Shop’s focus on tailoring products for Indian consumers by combining global product expertise with local beauty traditions. Kajal remains a staple in Indian cosmetics routines, making the category a significant addition to the brand’s domestic make-up line-up.
The new Kajal has been designed as a high-performance eye product offering intense black pigmentation in a single stroke. According to the company, the formula delivers up to 24-hour wear and is waterproof, smudge-proof and transfer-proof, catering to consumers seeking durability and convenience in everyday beauty essentials.
Its lightweight texture is intended to glide smoothly for both subtle and dramatic looks, while added ingredients such as Vitamin E, Carrot Seed Oil and Bisabolol Oil aim to nourish the delicate eye area. The product has also been ophthalmologically and dermatologically tested, making it suitable for contact lens wearers and regular use.
Rahul Shanker, Group CEO of Quest Retail, said the launch marked a key step in strengthening the brand’s local relevance in India.
He said: “With India continuing to be a strategic priority market for us, this launch reflects our commitment to building deeper local relevance. Kajal holds a timeless place in the Indian beauty market and with this product, we are bringing together our global expertise with locally driven insights.”
He added that the product had been developed and manufactured in India, highlighting the company’s emphasis on locally driven innovation for domestic consumers.
The move comes as international beauty brands continue to expand their India-specific product offerings to capture rising demand in the country’s fast-growing cosmetics and personal care market. Consumers are increasingly seeking products that combine global quality benchmarks with formulations suited to Indian preferences and climatic conditions.
Priced at Rs 595, The Body Shop Kajal is now available across all The Body Shop stores in India and on the brand’s official website.
The Body Shop India operates through Quest Retail, which manages a portfolio of international beauty brands in the country, including Avon, Anastasia Beverly Hills, Kylie Cosmetics, Juice Beauty and Neal’s Yard Remedies.
