In a significant D2C news India development within the fast-evolving D2C beauty and skincare India segment, beauty ecommerce unicorn Purplle has reported a sharp improvement in its financial performance for FY25. The Mumbai-based Direct-to-consumer India player trimmed its net loss by 44% to ₹69.4 crore in FY25, compared to ₹124.1 crore in FY24, reflecting stronger operating leverage and disciplined growth across the D2C ecosystem India.
Purplle’s topline growth has been equally notable. In FY25, the company’s operating revenue surged 101.2% year-on-year to ₹1,367.3 crore from ₹679.6 crore in FY24. This sharp rise in D2C revenue growth was largely driven by a significant increase in product sales, underlining its strengthening position among D2C brands India in the beauty and personal care space.
Sales of products, which constituted 80.1% of Purplle’s overall income, stood at ₹1,128.9 crore in FY25—marking a 4X jump from the previous fiscal. In addition, the platform generated ₹173 crore in advertising revenue. Including other income of ₹42 crore, Purplle’s total income rose 94.4% to ₹1,409.3 crore in FY25, highlighting the scale at which the company is operating within the D2C business India landscape.
A key driver behind this improved performance, as per the company, has been its strategic shift from a marketplace-led model to an inventory-owned and controlled structure. As part of this transition, Purplle entered into an agreement to acquire inventory and paid a one-time non-compete fee of ₹20 crore. This move signals a deeper commitment to supply chain control and D2C supply chain innovation—an emerging theme in D2C market trends 2025 and D2C retail vs ecommerce strategy discussions.
Founded in 2012 by Manish Taneja, Rahul Dash, and Suyash Katyayani, Purplle operates a BPC-focused online marketplace catering to beauty, personal care, health, wellness, skincare, and cosmetics categories. The company currently operates 13 warehouses and 8 dark stores, supported by over 3,000 employees. Over the years, it has acquired D2C brands such as Faces Canada, Carmesi, Good Vibes, and NY Bae, strengthening its portfolio in India’s competitive D2C beauty and skincare India market. These acquisitions reflect ongoing D2C acquisitions 2025 trends as platforms consolidate brand portfolios.
On the funding front, Purplle secured ₹99.88 crore from its parent entity Manash E-commerce Private Limited in March last year as an internal capital infusion. Prior to that, it raised ₹1,500 crore in a Series F funding round in October 2024 from investors including Abu Dhabi Investment Authority (ADIA), Premji Invest, Blume Ventures, and Sharrp Ventures—placing it firmly among VC-backed D2C brands and Top funded D2C brands in India.
In terms of expenses, total expenditure rose 74% to ₹1,478.2 crore in FY25 from ₹849.6 crore in FY24. Cost of materials increased 7.5X to ₹927.8 crore, accounting for 62.8% of overall expenses. Advertising and marketing expenses rose 5% to ₹218.1 crore from ₹209.4 crore. Employee benefit expenses stood at ₹176.4 crore.
As Purplle reportedly prepares for a potential IPO in 2026 at a projected valuation of $1.25 billion, its FY25 performance strengthens its case in the Direct-to-consumer startup IPO tracker and D2C IPO news conversations. For those tracking India’s D2C market news and insights and D2C brands scaling in 2025, Purplle’s improving bottom line and surging revenue underscore the maturing of India’s Direct-to-consumer India ecosystem.
