BeYu makes second attempt at breaking Indian cosmetics market

BeYu makes second attempt at breaking Indian cosmetics market

German cosmetics brand BeYu – part of the ArtDeco Group – is poised to return to the Indian cosmetics market next month following its previous attempt, which saw it leave the country in 2012.

Partnering with Kaunis Marketing Services Pvt Ltd, the company, short for Be Yourself, has put down €100,000 for the launch and will initially be retailing its 500 cosmetic products across 150 stores. Following the launch, around 30 to 40 percent of annual turnover will be spent on marketing in the country.

This will be followed up by the launch of a beauty range aimed directly at Indian skin, which will feature 250 make-up products to be sold across 300 stores by the end of the year.

As part of the partnership, Kaunis will buy products from BeYu while setting up 20 company-owned stores.

Sascha Reinhard, Managing Partner, told BusinessLine, “I believe this is the right time to re-launch BeYu in India as the disposable incomes of the growing middle- class is much higher than it was eight years ago. We have partnered with Kaunis to build our India footprint and will be available in 1,000 stores in three years.”

Talking about the company’s previous exit from the country, Reinhard said, “Our price-points were unaffordable at that point in time; when lipsticks cost ₹400, ours were priced at ₹750. Today, Indians are paying upwards of ₹800 for a lipstick.”