The answer to 2026, according to Swiss Beauty, is neither louder campaigns nor faster launches, it is loyalty, measured quietly through repeat purchase and brand consideration. In an industry addicted to velocity, this is a counter-cultural truth, and one that Vidushi Goyal, Chief Marketing Officer, Swiss Beauty, articulated with conviction as she reflected on the brand’s journey from scale to significance.
“As we step into 2026, repeat purchase and brand consideration will be the defining leadership-level metrics of success,” Goyal said. “With skincare expected to evolve into a Rs 600 crore ARR business within five years and the brand targeting sustained annual growth of 25–30%, long-term success will be measured by how deeply Swiss Beauty integrates into consumers’ everyday beauty routines.”
It is a vision that frames marketing not as momentary persuasion, but as long-term permission.
The New Mass-Premium Consumer: Aspiration Without Apology
Reflecting on 2025, Goyal identified a decisive shift in India’s mass-premium beauty consumer, one that reshaped both portfolio and positioning.
“One of the most significant shifts has been the growing expectation for products that combine aspiration, performance, and affordability,” she said. “Consumers are no longer willing to compromise on formulation quality, ingredient benefits, or trend relevance simply to access affordable beauty.”
This evolution, she added, was most evident among Gen Z and early millennials. “They seek products that align with self-expression, lifestyle relevance, and skincare benefits.”
Swiss Beauty responded by re-architecting its brand stack. “We recalibrated our portfolio by strengthening segmentation through sub-brands such as Craze and Select, while continuing to scale the core makeup business,” Goyal said. “At the same time, we made a strategic entry into skincare with the Glow Fusion and Hydra series, treating skincare as a core growth engine rather than a category extension.”
The philosophy was deliberate. “This expansion reflects a mindset where makeup and skincare are increasingly complementary, not competing choices.”
Speed With Substance: Marketing Beyond Launch Velocity
In a category driven by relentless trend cycles, 2025 reinforced a critical leadership lesson.
“Operating in a fast-moving category reinforced that speed-to-market only delivers long-term value when supported by brand consistency and formulation credibility,” Goyal said.
While Swiss Beauty maintained a strong launch cadence, discipline remained non-negotiable. “Every launch continued to align with our performance benchmarks and cruelty-free ethos.”
The operational backbone made this possible. “Investments in a dedicated skincare R&D lab, alongside strategic partnerships with third-party manufacturers, enabled agility without compromising quality.”
The insight, she noted, was sobering yet clarifying. “Sustainable growth in beauty is not about launching fast alone, but about launching with clarity, purpose, and repeat-worthy performance.”
Scaling Affordability Without Diluting Aspiration
Aggressive growth, Goyal emphasised, was never allowed to come at the cost of trust.
“In 2025, we anchored scale around performance credibility and consumer trust,” she said.
Core heroes continued to do the heavy lifting. “Products such as Liquid Concealer, HD Professional Foundation, Makeup Fixer, Ultimate Eyeshadow Palettes, and Matte Lipsticks witnessed strong demand, high ratings, and repeat purchases across marketplaces.”
Aspiration, meanwhile, was refined rather than inflated. “Premiumisation within accessible price points, especially through skincare-infused makeup under Select and our expanding skincare portfolio, helped elevate brand perception.”
Marketing played its cultural role. “Campaigns like ‘Har Bride Ka Beauty Stroke’ and ‘We Got You, Girl!’ reinforced Swiss Beauty as an enabler of confident self-expression while remaining accessible,” Goyal said. “By combining credible performance with culturally resonant storytelling, we scaled affordability without eroding aspiration.”
From Reach to Recall: Marketing, Distribution and the Road to 2026
By 2025, digital and social commerce had moved from support act to centre stage.
“We treated digital and social commerce as primary growth engines,” Goyal said. “Our focus shifted to authenticity-led content, meaningful creator partnerships, and platform-specific storytelling.”
Influencer marketing was recalibrated for trust. “Tutorials, real-time usage, and peer validation built credibility,” she noted, while OTT integrations, particularly during high-attention moments like the IPL, enabled immersive storytelling.
Distribution followed the same philosophy of depth over noise. “We expanded across 400+ cities and tens of thousands of retail touchpoints nationwide,” Goyal said. “Tier II and III markets contributed nearly 70% of revenue, driven by first-time and value-conscious consumers.”
As Swiss Beauty steps into 2026, the ambition is no longer just to be seen, but to be returned to.
“Strengthening loyalty, driving repeat usage across categories, and maintaining trust at scale will define success going forward,” Goyal said.
In an era obsessed with immediacy, Swiss Beauty’s marketing future rests on memory, proof that the most powerful brands are not those discovered once, but those chosen again.
