RENEE Cosmetics revolutionized make-up standards
In conversation with Adgully, Priyank Shah, co-founder of Renee Cosmetics, said: “I am grateful to be part of RENEE’s journey, it is a brand that has adapted and changed over time, and yet has always stood out from the crowd and established itself in the cosmetics industry as one of the fastest growing makeup brands in the country.” Extracts –
Can you please tell us something about your previous businesses?
After realizing a significant void in the Indian market for high-end online men’s grooming products, we came up with Beardo. It has quickly become the fastest growing men’s grooming brand in India, with the aim of providing men with a premium grooming experience. With the help of holistic digital, offline and celebrity marketing strategies, Beardo grew by leaps and bounds, leading to its eventual acquisition by Marico. Our next company, “Villain Lifestyle”, quickly became a leader in the men’s fragrance and lifestyle category and was eventually acquired by the MENSA Group. In addition to my role as the co-founder and director of Renee Cosmetics, a company that is creating waves in the women’s cosmetics industry, I am also an angel investor that helps companies grow. I am passionate about all aspects of business and am always interested in helping brands grow, create new benchmarks and strengthen our economy.
How has Renee Cosmetics shaped your professional career?
I am grateful to be part of RENEE’s journey, it is a brand that has adapted and changed over time, and yet has always stood out from the crowd and made its mark in the cosmetics industry by being the one of the fastest growing makeup brands in the country. Renee Cosmetics continues to have a remarkable impact on my professional development. Since the inception of the company, I have been involved in the brainstorming that has helped develop the brand and define our vision to become a globally recognized Indian makeup brand. I thus understood what drives us to work together and take up new challenges. It was quite an instructive journey from black and white to color, both in terms of knowing customers and understanding the market, and in terms of expanding retail.
What makes Renee unique and how has that changed over time?
RENEE has always stood out by adhering to its core concept of being unique and creative, not only in terms of packaging or products, but also by ensuring that we provide a unique overall experience to our consumers. Our products are compact, high quality and professional, yet affordable and easy to use. Our approach has always been consumer-centric, which helps us evolve and redefine beauty. Overall, Renee’s product offerings break up the clutter and redefine the monotony of color cosmetics and brand language. FAB 5 in 1 lipstick was our first product in India, it came in a compact and travel friendly stick with five trendy colors, and is still one of our best selling products. After that, we launched Fab Face 3-in-1 Makeup Stick, Madness pH Stick, Fab 3-in-1 Eyeshadow, Summer Slush Jelly Lip and Cheek Tint, Face Gloss, and more. We continued to assess our customers’ needs and deliver products that make professional makeup easy and affordable. We believe it’s important for women to feel confident, embrace their personality, and provide them with products that accentuate their beauty, in their own way.
What do you think is Renee’s best-selling product and why?
Our FAB 5-in-1 Lipstick is one of our best selling products along with Madness PH Stick and FAB Face 3-in1 Makeup Stick in my opinion. You can consider these products as must-haves in your makeup arsenal due to their compact packaging and multi-usefulness. The shades and formulations of our products have been decided with Indian skin tones and climate in mind. We always make sure that all of RENEE’s products are designed to be super easy to use and have travel-friendly sizes so they can be carried in bags and used on the go.
Are there any exciting launches coming up that you want to tell us about or give us a sneak peek at?
At Renee, we believe you deserve only the best in beauty products. So our team is always striving to come up with innovative and intriguing products to up your makeup game. One of our upcoming launches is “Princess by RENEE”. an exclusive make-up range specially designed for pre-teens. With innovative products, compact and adorable designs; Princess by RENEE is sure to win your princess’s heart and yours too! We have made sure to avoid parabens and other harmful products when creating this range and have ensured that our products are dermatologically tested, cruelty-free and vegan.
Do you think the cosmetics industry has reached its peak? If so, what changes would you make to stay competitive?
The cosmetics industry is booming after a difficult year. With the changing dynamics and new trends arriving from time to time, makeup is bound to evolve. The cosmetics industry has evolved rapidly in recent years, especially in India, and there is still a lot to do. We believe in innovation and thinking outside the box, that’s why we will strive to spearhead the rise and be the pioneers of changing the makeup game in India.
Where do you see the brand in the next 5 years?
We want to become a major player in color cosmetics and revolutionize the use and perception of make-up in our country. Our goal is to provide innovative, high quality and affordable products and to reach new heights. Renee Cosmetics is the fastest growing D2C brand in India. It is the only brand to reach 100 crore ARR in 20 months post-pandemic. After strong international demand, we are ready to dive into UAE, USA, Australia and other markets. We want to expand geographically while strengthening our footprints in India. Our goal is to become an internationally recognized Indian makeup company that influences global standards.