Renee Cosmetics: Bold marketing, smart spends, and the making of a beauty powerhouse

Renee Cosmetics has quickly emerged as one of India’s fastest-growing beauty brands, redefining how new-age companies capture consumer attention in a cluttered market. From selling out lipsticks online to expanding aggressively into offline retail, Renee’s journey has been marked by bold product innovation, sharp positioning, and an unapologetically youthful brand voice.

The Growth Story: From D2C Darling to Mainstream Challenger

When we started Renee, our vision was simple — to reimagine beauty in a way that was accessible, bold, and modern,” said Ashutosh Valani, Co-Founder of Renee Cosmetics. What began as a digital-first play quickly gained traction, with Renee’s lipsticks selling out online and generating buzz across social media.

Valani believes the pace of growth is linked to staying agile and close to consumers. “We’ve always believed in creating products that spark curiosity. Our ability to innovate quickly and launch products that resonate with today’s consumer has been a huge driver of growth.”

Marketing Spends and Retail Media Bets

As the beauty category becomes hypercompetitive, Renee is doubling down on smart media investments. Valani explained that while digital platforms remain the backbone of its strategy, retail media and in-store experiences are emerging as big focus areas.

“Digital gives us reach and precision, but retail is where discovery and impulse buying truly come alive,” he said. Renee allocates a significant portion of its marketing spends to retail visibility and collaborations, ensuring that offline presence complements online growth.

Celebrity Ambassadors and Influencer Power

Renee’s association with big names like Mrunal Thakur and Rashmika Mandanna has helped the brand cut through the clutter. Valani explained that the choice of ambassadors is guided not just by stardom, but by authenticity.

“Celebrities bring scale and recognition, but consumers today are equally inspired by influencers who feel relatable. Our strategy is to balance both — marquee faces like Rashmika help us build aspiration, while influencer-driven conversations give us credibility and community.”

Star Products and New Launches

While Renee’s lipsticks remain the crown jewel of its portfolio, the brand has steadily expanded into new categories, including eye makeup and skincare. Valani pointed out that Renee’s “star products” often emerge from listening to consumer demand.

“We introduced innovative formats like the Fab 5-in-1 lipstick because we knew the modern consumer wanted both variety and convenience. Similarly, our kids’ collection was launched to serve a growing segment of parents looking for safe, fun products for their children.”

The Role of Technology and MarTech

Beyond product and marketing, Renee is also betting big on technology. From data-led consumer insights to precision-led targeting, MarTech has become central to its growth engine.

“Technology allows us to personalize, predict trends, and measure ROI in ways that weren’t possible earlier,” Valani said. “We invest heavily in MarTech tools to ensure that every rupee we spend creates impact.”

The Road Ahead

With its valuation growing steadily, Renee is preparing for the next phase of expansion — deeper offline penetration, international markets, and a sharper focus on omnichannel.

Valani summed it up: “We’ve only scratched the surface of what’s possible. The Indian beauty market is vast, and consumers are evolving every day. Our job is to stay one step ahead, with products, marketing, and experiences that feel fresh and authentic."