Science-led skincare brand Skinvest Skincare has entered the lip care category with the launch of Melts, a two-step AM-PM lip care ritual, while announcing a collaboration with beauty creator and pop culture personality Orhan Awatramani (Orry) to support the launch.
Founded in 2022 by Divya Malpani Maheshwari, Skinvest has built its positioning around science-backed skincare formulations designed for Indian consumers. The launch of Melts marks the brand’s first expansion into lip care and reflects its strategy of growing beyond facial skincare into adjacent high-potential beauty categories.
Launched on June 29, 2026, Melts was developed using months of community feedback through polls, comments and formulation requests. Priced at ₹799 for the AM and PM duo, the range combines ingredient-led formulations with routines tailored for Indian consumers.
The AM variant features SPF 30 PA++++, UV filters, Maxi-Lip™ Peptide Technology, Ceramide NS and Hyaluronic Acid to provide daytime protection and hydration while delivering a tinted finish suitable for Indian skin tones. The PM variant includes PDRN Renewal Technology, Wonderlight™ Complex and nourishing ingredients designed to support overnight lip repair and improve uneven pigmentation with regular use.
The collaboration with Orry aims to strengthen awareness for the new category while helping Skinvest connect with younger, digitally engaged consumers. Rather than relying solely on celebrity appeal, the partnership aligns with the brand’s community-first and content-driven growth strategy.
Skinvest’s broader growth journey reinforces this expansion. The self-funded brand, backed by the Malpani Group, received the Estée Lauder x Nykaa Beauty & You Award, securing ₹1.3 crore in funding within six months of launch. It also reported ₹76 lakh in FY24 sales and is targeting an annual recurring revenue (ARR) of ₹12 crore, alongside plans to enter the UAE market.
The timing also aligns with the growing opportunity in India’s lip care segment. According to industry estimates, the Indian lip care market was valued at approximately USD 220 million in 2024 and is projected to reach USD 400 million by 2033, driven by increasing demand for specialised skincare products, ingredient-led formulations and premium beauty experiences.
By combining science-backed product innovation, community-led development and creator partnerships, Skinvest is positioning itself to capture growth in India’s evolving skincare and beauty market while expanding its presence across new product categories.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
