Kiro Beauty Expansion Moves Beyond Lip Products
Kiro Beauty’s expansion is taking the Mumbai-based brand beyond its traditionally strong lip portfolio, with face products and skincare emerging as the next growth engines. The company has recently gone live on Amazon US and is looking to build a larger omnichannel presence.
The move beyond lip products
Lip products currently account for around 70 per cent of Kiro’s revenue, while the face category contributes 20–22 per cent. Kiro wants face products to eventually account for around 40 per cent of its portfolio, while skincare is emerging as another key growth opportunity as the company broadens beyond colour cosmetics.
The company has recently expanded its face category with skin tint, concealers and Pigment Drops. It is currently present across 50–60 offline outlets and plans to expand through Shoppers Stop, Lifestyle and Reliance, while exploring Nykaa’s offline stores.
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What Kiro Beauty does
Founded in 2020, Kiro Beauty makes products that it says are vegan, cruelty-free and free from toxins. The bootstrapped company gets more than 90 per cent of its revenue from online channels. Its own D2C website accounts for nearly 40 per cent, marketplaces contribute another 40–45 per cent, and quick commerce accounts for a smaller share.
International expansion
Kiro recently went live on Amazon US and plans to step up marketing there over the next one to two months, initially targeting the Indian diaspora in the US.
Kiro has no immediate plans to raise external capital, but could consider bringing in a strategic partner at a later stage to support profitable and sustainable expansion. Patni expects the offline business to become significantly larger by 2027.
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