Pradeep Goyal, Co-founder of affordable Indian cosmetics brand Glam21, talks about democratising makeup for Indian consumers, building trust through quality, and what’s next for the fast-growing beauty brand
Glam21 has carved a niche in the affordable beauty segment. What inspired you to start the brand, and what gap were you aiming to fill in the Indian cosmetics market?
The inspiration behind Glam21 came from a simple but powerful idea—beauty shouldn’t be a luxury. For too long, Indian consumers had to choose between overpriced international brands and low-cost, low-quality options. We saw a real gap for high-quality, skin-friendly, trendy makeup at affordable prices. Glam21 was launched in 2016 with the mission to democratise beauty. We’ve stayed committed to offering products that suit Indian skin tones, while maintaining international quality standards.
How do you approach product development at Glam21? How do you decide what to launch, and how do you balance trends with customer needs?
Our product development process is a careful balance of global beauty trends, customer feedback, and real market needs. We don’t follow trends blindly; instead, every potential launch is evaluated against key questions: Will this product genuinely add value for Indian customers? Will it perform well in Indian weather conditions and complement Indian skin tones? And can we make it accessible—both in terms of price and ease of use? This thoughtful approach ensures that every Glam21 product is relevant, reliable, and rooted in what our customers truly want.
Our New Product Development (NPD) team scans international trends but always filters them through an Indian lens. For instance, if a dewy foundation is popular globally, we work to ensure it’s formulated to perform well in Indian conditions and looks good on deeper skin tones.
How does Glam21 differentiate itself in terms of brand identity, pricing, and consumer engagement?
Our motto is “affordable beauty without compromise.” We’re not just affordable—we also stand out for quality and inclusivity. Our brand identity is bold yet relatable, trendy yet grounded. We’re here to build confidence, not just sell products.
On pricing, we focus on value for money—our products are pocket-friendly, especially for students, first-time users, and daily wearers. What sets us apart is offering international-level quality at Indian price points, which very few brands can do consistently.
Is your manufacturing fully based in India?
No, we don’t manufacture in India. Most of our products are imported from top-tier global manufacturing units. While we don’t own these facilities, we maintain strict quality control and ensure that every product aligns with our standards.
How important has digital media and influencer marketing been for Glam21’s success?
Extremely important. From the beginning, we’ve followed a digital-first strategy. Social media and influencer marketing have been crucial in building trust and visibility—especially in tier 2 and tier 3 cities, where digital content drives purchase decisions more than traditional advertising.
We run 360-degree influencer campaigns, working with mega, micro, nano, and especially regional creators, whose native-language content builds authenticity. This helps bridge the retail gap—someone in Ranchi or Ambala who doesn’t have access to premium stores can still confidently try Glam21 online.
What is Glam21’s long-term vision? Are you looking at global markets, new categories, or offline retail?
Our long-term vision is to become one of India’s most loved and accessible beauty brands, and expand internationally. We’re focused on innovating with new products, expanding our presence, both online and offline and deepening customer connection.
2025 is a big year for us—we’re launching across multiple categories, from everyday essentials to more trend-driven items. Offline retail is also expanding—we’re present in many stores already and plan to enter more physical outlets across India.
