Recode Studios is entering a new phase of growth as the homegrown beauty brand plans to open 8–12 new kiosks across metro cities by the end of the current financial year, further strengthening its omnichannel presence and accelerating its ambition of becoming one of India’s leading colour cosmetics brands. The development marks another important milestone in India’s rapidly evolving beauty landscape and highlights how D2C brands India are increasingly blending digital commerce with offline retail experiences to drive scale, consumer engagement and long-term brand building.
Founded in 2018 by Dheeraj Bansal and Rahul Sachdeva, Recode Studios began its journey as an offline beauty brand in Central India before successfully transitioning into an online-first model during the pandemic. Today, the company stands as one of the emerging names in the D2C beauty and skincare India segment, building a reputation for delivering premium-quality cosmetics at accessible price points. The brand’s growth story is becoming a notable example within the D2C ecosystem India, where new-age direct-to-consumer India brands are redefining traditional beauty retail through innovation, accessibility and community-led engagement.
The planned kiosk expansion forms a key part of Recode Studios’ broader D2C expansion plans. The company intends to strengthen its Exclusive Brand Outlet network through strategically located mall kiosks, creating more physical touchpoints for consumers to discover and experience its products. As D2C market trends 2025 continue to favour omnichannel experiences, the brand’s approach reflects a growing shift toward an omnichannel D2C strategy that combines digital convenience with offline product discovery.
Face makeup remains the company’s strongest growth engine. Products including primers, foundations, concealers and face-preparation solutions continue to drive significant demand, helping the brand establish a differentiated position in the highly competitive D2C personal care brands category. By focusing on product quality and consumer trust, Recode Studios has emerged as one of the fastest-growing D2C brands serving beauty-conscious consumers across India.
One of the brand’s key differentiators lies in its affordable luxury positioning. Rather than competing solely with domestic players, Recode benchmarks itself against global beauty brands while offering similar quality at more accessible prices. Its manufacturing network spans multiple international markets, including Thailand, Taiwan and Germany, while maintaining stringent quality-control standards. This global sourcing strategy supports the company’s mission of delivering international-grade beauty products to Indian consumers at competitive price points.
Beyond products, Recode Studios has built a strong community-driven growth engine through self-grooming masterclasses, influencer collaborations and partnerships with leading makeup academies. These initiatives have helped create authentic consumer engagement while strengthening brand recall. The strategy also reflects broader D2C consumer behavior India trends, where education, community building and experiential marketing are becoming increasingly important components of a successful D2C go-to-market strategy.
The company gained national visibility through its appearance on Shark Tank India and has since achieved another significant milestone by becoming a publicly listed company. While many investors closely track D2C funding rounds, D2C startup valuation trends and D2C funding news, Recode Studios’ growth demonstrates how strong execution, product quality and brand building stories can create meaningful scale even without securing funding through televised investment platforms.
With a growing retail presence across cities including Surat, Ahmedabad, Guwahati, Nagpur, Hyderabad and Srinagar, Recode Studios continues to expand its footprint across India. As Indian D2C updates increasingly highlight the rise of premium D2C brands India, the company’s kiosk rollout signals confidence in both consumer demand and the long-term opportunity within India’s beauty sector.
As the D2C business India landscape continues to evolve, Recode Studios appears well-positioned to capture a larger share of the market through its affordable luxury positioning, omnichannel D2C strategy and relentless focus on product quality. For a brand that started just a few years ago, the next chapter of growth may prove to be its most exciting yet.