Indian beauty brand PAC Cosmetics is strengthening its omnichannel growth strategy with plans to launch company-owned and company-operated retail stores across metro cities, as it targets 20–25% year-on-year growth over the next two to three years.
Founded a decade ago, PAC Cosmetics began as a B2B brand focused on professional-grade makeup tools and brushes before expanding into colour cosmetics in 2018. Today, the brand offers around 400 SKUs across makeup, tools and accessories and has built a consumer base around professional-quality products positioned at accessible premium price points.
The brand’s journey into direct-to-consumer beauty accelerated after the pandemic, when consumers became more open to discovering newer brands. PAC’s existing credibility among professional makeup artists also helped strengthen consumer trust, supported by e-commerce growth, influencer-led marketing and word-of-mouth discovery.
PAC Cosmetics currently operates through a growing omnichannel model, with approximately 60% of its business coming from e-commerce and 40% from retail. Quick commerce contributes around 5–10% of the business.
The company has around 140 distributor touchpoints and is present in approximately 10–12 physical stores across India, alongside multiple online platforms. It now plans to deepen its offline presence by creating company-owned stores where consumers can experience products, understand their quality and engage more directly with the brand.
The initial retail focus will be on metro cities, while e-commerce will continue to support expansion into Tier I and Tier II markets until its broader retail and distribution model matures.
PAC’s strongest category is face makeup, which contributes around 40% of its portfolio. Tools and accessories account for approximately 20–25%, followed by eye and lip products. Upcoming launches will focus primarily on the face category, including products such as a skin kit, makeup fixer and highlighter, alongside festive Diwali kits.
The brand sources products internationally and works with around 60 laboratories across its portfolio. Rather than pursuing aggressive discounting, PAC Cosmetics is focused on maintaining a premium positioning through product quality, controlled pricing and occasion-led consumer experiences.
Looking ahead, PAC Cosmetics aims to establish itself among India’s top five beauty brands over the next five years. Its strategy centres on translating the credibility it has built online and among professionals into a stronger physical retail experience.
As India’s beauty market becomes increasingly competitive, PAC Cosmetics is betting that professional-grade quality, premium positioning and an integrated omnichannel presence can drive its next stage of sustainable growth.
Source: Based on reporting by Indian Retailer, with additional editorial adaptation and analysis.
