The D2C beauty market in India is changing fast, and PAC Cosmetics is one of the quickest-growing premium D2C brands to come out of India lately. Originally a small player in makeup tools for professionals, it’s now a direct-to-consumer Indian beauty brand known for its quality and growth plans. The key to their success is a strong focus on quality, trust, and new ideas, while staying current in India’s D2C market.
Bonish Jain founded PAC Cosmetics to create products made for Indian skin, weather, and preferences. They’ve changed the beauty market, which used to be mostly global brands. PAC has gained customer trust by first offering professional brushes and then a full makeup line. Today, they’re doing well both online and in stores, which is unusual for D2C startups. Their sales are split almost evenly between online stores, quick commerce platforms, and big retail stores. PAC’s story is one of the most interesting in Indian D2C brand building.
In India’s direct-to-consumer market, having a presence everywhere is important, and PAC Cosmetics is setting the standard. You can find their products on Nykaa, Tira, Amazon, Blinkit, and their own website, as well as in stores through distributors. Now, they’re thinking about opening their own stores in big cities like Mumbai, Delhi, Bengaluru, and Kolkata. Jain thinks beauty is personal, so customers need to try products before buying them. This change shows a trend in the D2C market where online and in-store sales are coming together.
PAC is also planning to grow globally. They’re already in Nepal, Sri Lanka, and other Asian markets, and they’re getting ready to go into Dubai and the GCC region. This lines up with the growing demand for premium D2C brands that India is sending around the world. Their products are made in international-quality labs in China, Korea, the U.S., Canada, and Germany, so they have strict quality control while keeping their Indian brand identity. Even though they don’t make products in India yet, they might move some of their supply chain there in the future.
PAC’s disciplined approach to pricing is a big reason they’re doing so well. They avoid big discounts in a market where price matters, and instead focus on trust and loyalty. This strategy works because customers care more about quality and experience than just price. PAC has also been cruelty-free since the beginning and is working on being more sustainable, which is in line with the rise of sustainable brands around the world.
PAC Cosmetics wants to grow by 20–25% each year by expanding their presence everywhere and pushing for international growth. They’re also open to working with global companies, which could lead to acquisitions or partnerships that help them grow faster. For investors watching D2C funding, PAC’s growth is a good alternative to D2C brands backed by venture capital.
As Indian D2C success stories increase in fashion, lifestyle, beauty, and wellness, PAC Cosmetics is a leading premium direct-to-consumer Indian brand that’s growing with realness and purpose. Their growth is not just about money; it’s about shaping the future of the D2C market in India, and setting standards for quality, new ideas, and customer trust.
