Brands
MR.D.I.Y. enters beauty segment with Adorea Beauty brand
Retailer launches nearly 200 products across 400-plus stores from Rs 45
MUMBAI: Beauty may be skin deep, but retailers know it’s a category that runs much deeper. MR.D.I.Y. is expanding beyond home and lifestyle products, stepping into the fast-growing beauty market with the launch of Adorea Beauty, its first dedicated beauty brand in India.
The private label debuts with nearly 200 products spanning colour cosmetics, skincare, nail care and everyday beauty essentials, as the value retailer looks to strengthen its in-house portfolio and tap rising demand for affordable beauty products.
The range covers eye, lip, face and nail cosmetics alongside glitter collections and skincare products formulated with ingredients including rice, matcha, hyaluronic acid and vitamin C. The skincare line features clay masks, face washes, scrubs, toners, sheet masks, nose strips, under-eye hydrogel patches and makeup removers.
According to the company, the products have been developed with Indian consumer preferences in mind, taking into account local beauty routines, usage occasions and value-conscious buying habits, while also drawing on inputs from beauty industry professionals.
The launch reflects a wider trend in organised retail, where private labels are becoming increasingly important as retailers seek to differentiate themselves while offering consumers affordable alternatives in high-growth categories such as beauty and personal care.
Commenting on the launch, MR.D.I.Y. India group CEO Vikas Gupta said the company aims to extend its focus on accessibility into the beauty segment by offering products that combine affordability, quality and contemporary beauty trends, while continuing to evolve alongside changing consumer preferences.
Adorea Beauty products are priced from Rs 45 and are available across more than 400 MR.D.I.Y. stores nationwide. The retailer said the launch forms part of its broader strategy to expand its private label portfolio across both metro cities and Tier 2 markets, where demand for value-driven beauty products continues to grow.
