Tint Cosmetics is moving into experiential retail with Tint Labs, India’s first custom beauty studio for personalized makeup. This is a big step for the India-based direct-to-consumer brand, showing how these brands are thinking beyond just products to gain deeper brand loyalty.
Located in Mumbai, Tint Labs is an appointment-based studio, set up as a creative beauty workshop rather than a typical store. It’s a notable update because brands are testing out ways to combine in-person experiences with online brand building. Tint Labs lets people make their own makeup, tapping into the growing desire for personalization in beauty.
The studio is starting with Build Your Own Gloss, for ₹2,499. This session starts with a skin analysis to find your skin tone, followed by color education and help with shade matching. Customers then create their lip gloss, picking the color and scent, and customizing the packaging.
Founder Arshia Kaur Vijan said the idea for Tint Labs came from customers struggling to find the right shade. While there are many product releases, shade confusion is still a big problem. Tint Labs solves this by making shade discovery interactive.
Staying true to Tint Cosmetics’ values, all products made at Tint Labs are clean, vegan, cruelty-free, and FDA-approved. While the studio is starting with lip gloss, the brand plans to expand into other beauty areas.
Strategically, Tint Labs helps Tint Cosmetics’ business by adding an offline experience. While online channels drive growth, Tint Labs allows for education, trust-building, and community creation. This shows a trend where brands are mixing offline experiences with online stories to stand out.
The studio is open in Mumbai, and appointments can be booked on the Tint Labs platform. As product releases focus on customization, Tint Labs positions Tint Cosmetics as a leading brand in India’s market.
By changing the focus from finding the right product to creating your own, Tint Cosmetics is changing how people engage with beauty. Tint Labs is more than just a retail test; it’s a step in the future of beauty in India.
