In a notable development for D2C news India and the broader D2C ecosystem India, Libas has officially entered the fragrance segment with the launch of its first perfume range, Chase and Fling. Priced at INR 999, the perfumes are available across Libas retail stores, the brand’s app, and its website, reinforcing its Direct-to-consumer India strategy and omnichannel D2C presence. This marks a strategic shift for one of the well-known D2C brands India as it expands beyond apparel into high-frequency lifestyle categories.
For those tracking D2C daily news, D2C startup news, and Indian D2C updates, Libas’ move reflects a larger D2C market trends 2025 pattern where fashion-led brands are building adjacent verticals to strengthen consumer lifetime value. By entering fragrances, Libas is tapping into D2C beauty and skincare India and D2C personal care brands territory—categories known for repeat purchase cycles, emotional brand connection, and high engagement. The launch signals a strong D2C expansion plan aligned with evolving D2C consumer behavior India.
The two fragrances are inspired by the Lover archetype. Chase is positioned as a floral fragrance featuring notes of mandarin, peony, caramel, and vanilla, while Fling is described as a spiced oriental perfume with earthy undertones. Both perfumes are designed for everyday wear with gradual scent development, reinforcing Libas’ intent to create premium-feel products at accessible price points. This accessible premium positioning aligns with trends seen among Premium D2C brands India that balance aspiration with affordability.
Founder and CEO Sidhant Keshwani noted that the fragrance launch represents a deliberate step toward building a broader lifestyle-led portfolio beyond apparel. This reflects a clear D2C business model India approach: deepen consumer engagement, expand touchpoints, and strengthen brand recall across categories. As conversations around D2C funding rounds, D2C funding news, VC-backed D2C brands, and D2C startup valuation continue across the D2C industry news landscape, brands that successfully extend into high-frequency categories are often seen as stronger long-term bets within D2C business India.
The launch is supported by the #NotYourValentine campaign, signaling a strong D2C go-to-market strategy rooted in digital storytelling and influencer marketing for D2C. Campaign-led product launches have become central to D2C brand building stories, particularly among Creator-led D2C brands and digitally native labels looking to drive cultural relevance. While Libas began as an ultra-fast fashion brand offering contemporary and fusion wear for women, its fragrance entry shows how Latest D2C startups and established D2C fashion and lifestyle players alike are diversifying into adjacent categories to drive D2C revenue growth.
From a broader D2C ecosystem India perspective, this expansion strengthens Libas’ positioning in a competitive landscape that includes D2C beauty and skincare India, D2C wellness startups, and other sustainable D2C brands. While this move is not directly tied to D2C IPO news, D2C acquisitions 2025, or D2C unicorn news, category expansion often plays a critical role in long-term valuation narratives and Private equity in D2C discussions. High-engagement categories such as fragrances also create stronger omnichannel D2C strategy leverage, supporting D2C retail vs ecommerce balance and D2C supply chain innovation.
As part of the daily digest of D2C news in India and India’s D2C market news and insights, Libas’ fragrance debut reflects what’s happening in India’s D2C space today: fashion-first brands evolving into full-fledged lifestyle platforms. By expanding into fragrances while maintaining accessible pricing and strong campaign-led storytelling, Libas is positioning itself among D2C brands scaling in 2025 and reinforcing its ambition within the Direct-to-consumer startup IPO tracker conversation over the long term.
In the rapidly evolving D2C ecosystem India, product adjacency, category depth, and consumer engagement are defining the next wave of growth—and Libas’ entry into fragrances marks a confident step in that direction.
