Purplle has really taken off in the Indian D2C scene! Their operating income more than doubled, going from ₹680 crore in FY24 to ₹1,367 crore in FY25. This growth shows that Purplle is a top D2C brand in India, and the beauty, skincare, and personal care market here is booming.
Since starting in 2012, Purplle has changed from just an online beauty store to a complete D2C platform in India, with both online and offline options. Their FY25 numbers prove that this change – which focuses on their own brands, using data to make new products, and reaching customers everywhere – is changing the D2C world in India.
The main reason for Purplle’s growth in FY25 is their focus on their own brands. Brands like Faces Canada, Good Vibes, Alps Goodness, Carmesi, and DermDoc are doing really well. Sales from these brands almost quadrupled to ₹1,129 crore in FY25, which is 82.5% of their total operating income. This shows that in the D2C world, controlling how products are made, priced, and sold is becoming more important for long-term success.
On the other hand, income from marketing and promoting other brands went down 22.2% to ₹225 crore. But this isn’t bad news – it just means Purplle is choosing to focus on their own brands instead of making money from other brands on their site. Other top platforms are also doing this, focusing on building their brand and getting repeat customers instead of just making quick money from ads.
Purplle now has over 10 million users every month and has almost 20,000 offline locations across India. Their online and offline presence helps their D2C strategy, letting people find products online and buy them either online or in person. Their mix of a selection of other brands and their own growing brands is becoming a standard in the D2C world.
But, growing fast also means costs go up. Procurement costs rose a lot, to ₹671 crore in FY25, mostly because they’re making so many of their own brand products. This is normal for fast-growing D2C brands, where getting the supply chain and inventory in order comes before they can save money on operations. For Purplle, these costs are related to their money-making private labels, which means they’re in a good position to improve their profit margins later on.
Investors still believe in Purplle. They’ve raised over $500 million in total funding, making them one of the most well-funded D2C brands in India. Recently, they raised $180 million in a Series F round led by a branch of the Abu Dhabi Investment Authority (ADIA), with help from existing investors like Premji Invest and Blume Ventures. This round shows that Purplle is a leader in D2C funding and that global investors are still interested in India’s consumer internet market.
Purplle’s FY25 shows what’s happening in the D2C market in general. Beauty and personal care are still strong and growing areas, thanks to people spending more, shopping online, and trusting local brands. The success of Purplle’s own brands also shows that D2C brands are being built with science-backed products, good prices, and influencers.
As more startups and big companies invest in D2C beauty and skincare in India, competition is getting tough. But Purplle’s size, funding, and online/offline options give them an edge. With strong income, a focus on their own brands, and continued investor support, Purplle is setting the standard for how to achieve sustainable, large-scale D2C income growth in India.
If you’re following D2C news, Purplle’s FY25 results make one thing clear: the Indian beauty D2C market is now about being big, having your own brands, and doing things well.
