Written By: Payal Das

The Indian beauty industry has undergone a seismic shift over the past decade. Once dominated by legacy brands like Lakmé, L'Oréal, and Maybelline, the market has welcomed a new wave of homegrown beauty brands that cater to the modern consumer—one who is well-informed, conscious, and experimental. Leading this transformation are brands like Sugar, Mamaearth, and Minimalist, each of which has carved out a unique space in the Indian beauty franchise ecosystem.

These beauty franchise brands are not just selling cosmetics and skincare; they are rewriting the rules of the game. With digital-first strategies, innovative product formulations, and a deep understanding of Indian consumers, they have become powerhouses in their own right. This blog takes a closer look at how these three brands have evolved and what they mean for the future of beauty franchising in India.

The Changing Landscape of Beauty in India

A decade ago, the Indian beauty industry was largely driven by big international names and traditional homegrown brands that focused on age-old formulations. Most consumers relied on television advertisements, in-store promotions, and word-of-mouth recommendations to make their beauty purchases.

However, with social media, e-commerce, and increasing awareness about skincare ingredients, the landscape has changed dramatically. Today’s consumers are looking for products that are:

• Ingredient-conscious (free from harmful chemicals, sustainable, cruelty-free)
• Tailored for Indian skin tones and concerns
• Affordable yet high-quality
• Influenced by social media trends and influencer recommendations

This shift in preferences created space for new brands to thrive, and that’s where Sugar, Mamaearth, and Minimalistentered the picture.

Sugar Cosmetics: Bold, Edgy, and Digital-First

How Sugar Started

Launched in 2015 by Vineeta Singh and Kaushik Mukherjee, Sugar Cosmetics positioned itself as a bold and edgy brand that catered to Indian women who wanted high-performance makeup that could withstand India’s humidity, long work hours, and diverse skin tones.

Initially, Sugar started as an online-only brand, leveraging Instagram, YouTube, and influencer marketing to build a loyal customer base. The brand focused on the millennial and Gen Z audience—women who wanted long-lasting, highly pigmented makeup that complemented Indian skin tones.

Sugar’s Franchise Expansion

While the brand saw rapid success in the digital space, it soon expanded into offline retail. By 2023, Sugar had over 100 exclusive brand outlets (EBOs) and was present in over 35,000 retail touchpoints across India, making it one of the fastest-growing beauty franchises in the country.

Their franchise model is built on:

• Strong brand recognition via digital-first strategies
• A wide range of products suitable for Indian consumers
• Competitive pricing with premium-quality formulations
• A focus on both metro and Tier 2 & 3 city expansions

Sugar Cosmetics Franchise Cost: ₹10 lakhs - ₹20 lakhs

What Makes Sugar Different?

• Vibrant, high-performance makeup that competes with global brands
• Innovative product launches based on customer demand (e.g., transfer-proof lipsticks, kohl pencils for humid weather)
• Strong influencer and social media strategy that keeps the brand relevant

Sugar has proven that being bold and understanding local consumers can be a game-changer in the beauty business.

Mamaearth: India’s Skincare Brand With a Purpose

How Mamaearth Started

Founded in 2016 by Ghazal and Varun Alagh, Mamaearth was created with a simple yet powerful mission: to provide toxin-free, natural, and safe skincare products for Indian families. The brand started with baby care products and soon expanded into skincare, haircare, and beauty, targeting a conscious consumer base.

From Online-Only to a Beauty Franchise Giant

Much like Sugar, Mamaearth began as a digital-first brand and quickly gained popularity due to its clean, natural ingredient formulations. However, what truly set the brand apart was its eco-conscious approach—for every product sold, Mamaearth pledged to plant a tree, creating a strong sustainability narrative that resonated with millennials and Gen Z shoppers.

Seeing massive demand, Mamaearth expanded into offline stores, launching over 100+ exclusive brand outlets and a presence in 40,000+ retail stores across India. Their franchise model allows entrepreneurs to open Mamaearth stores in high-footfall areas, especially in Tier 2 and Tier 3 cities, where awareness of clean beauty is rising.

Why Mamaearth Stands Out?

• Nature-inspired formulations that avoid toxins like parabens, sulfates, and silicones
• Strong sustainability efforts, including plastic neutrality and tree plantation initiatives
• Personalized skincare solutions backed by AI-driven recommendations on their app

Mamaearth’s people-first, planet-first approach has helped it become one of India’s most trusted beauty franchises.

Mamaearth Franchise

Mamaearth offers franchising across India with 300 sq. ft. as the minimum space needed and Rs. 10 lakhs as initial investment.

Minimalist: Skincare That’s Transparent & Science-Driven

How Minimalist Changed the Game

In an industry where flashy marketing and exaggerated claims were the norm, Minimalist entered in 2020 with a radically different approach: science-backed, transparent skincare. The brand’s tagline, "Transparency in Beauty,"sums up its philosophy.

Minimalist gained popularity for:

• Clear, no-nonsense ingredient lists (think Niacinamide, Retinol, and Vitamin C serums)
• Affordable pricing compared to international counterparts like The Ordinary
• Educational marketing that helps customers understand what they are applying to their skin

Franchise Growth & Retail Expansion

After conquering the D2C (Direct-to-Consumer) space, Minimalist has expanded into offline retail, recognizing the demand for experiential beauty shopping. While it still primarily sells online, its franchise presence is steadily growing, bringing science-backed skincare to physical retail stores across India.

What Sets Minimalist Apart?

• No marketing gimmicks—just effective formulations
• Clinically tested products with visible results
• A focus on skincare education, empowering consumers to make informed choices

By promoting ingredient transparency and cutting through industry jargon, Minimalist has redefined how Indian consumers approach skincare.

Minimalist Distributorship

Minimalist cosmetic products distributorship in India is available globally, so prices may differ. You can contact them directly if you’re interested in working with this brand.

The Future of Beauty Franchising in India

The rise of Sugar, Mamaearth, and Minimalist is proof that Indian beauty franchises are no longer playing catch-up with global brands—they are setting new benchmarks.

What’s Next for the Indian Beauty Market?

1. More Offline Expansion – While these brands started online, their offline retail expansion through franchise models will continue, especially in Tier 2 and Tier 3 cities.
2. Tech-Driven Personalization – AI-driven skincare and makeup recommendations will become mainstream.
3. Sustainability as a Norm – Eco-conscious packaging and ingredient sourcing will become non-negotiable for future brands.
4. Inclusivity and Diversity – More brands will focus on diverse skin tones, gender-neutral beauty, and hyper-personalized solutions.

The Indian beauty franchise market is just getting started, and with brands like Sugar, Mamaearth, and Minimalist leading the way, the future looks innovative, inclusive, and consumer-focused.

Cost of a Beauty Franchise in India

Expenses and their Estimated Costs (INR)

• Rent: Rs. 30,000 - 1,50,000
• Inventory: Rs. 2,00,000 - 10,00,000
• Interiors: Rs. 1,00,000 - 5,00,000
• Licenses: Rs. 10,000 - 50,000
• Promotion: Rs. 50,000 - 2,00,000

Total Investment: Rs. 5,00,000 - 20,00,000+

Conclusion

The evolution of the beauty franchise industry in India is a testament to how well homegrown brands can disrupt, innovate, and lead when they truly understand their audience.

• Sugar is making bold beauty accessible and fun
• Mamaearth is proving that skincare can be clean and conscious
• Minimalist is empowering customers with science-backed skincare

As these brands expand their franchise networks, they are not only reshaping the Indian beauty industry but also inspiring the next generation of beauty entrepreneurs.

FAQs on Beauty Franchise in India

Q1. What is the most profitable franchise?

Ans: The top beauty franchises in the beauty sector are brands like Sugar Cosmetics, Mamaearth, and Minimalist. They have seen rapid growth due to high consumer demand, strong brand recognition, and a successful mix of online and offline sales. Fast-food, retail, and healthcare franchises also rank among the most lucrative globally.

Q2. How much does it cost to open a cosmetic store?

Ans: The cost of opening a cosmetic store depends on factors like location, brand affiliation, and store size. A small independent store may require ₹5-10 lakhs, while franchising with a popular brand can range from ₹15 lakhs to ₹50 lakhs, including inventory, store setup, and marketing expenses.

Q3. How to start a cosmetic dealership?

Ans: To start a cosmetic dealership, research and partner with reputed brands, secure the necessary licenses, find a suitable retail space or e-commerce platform, invest in inventory, and market your business effectively through digital and offline channels. Establishing strong relationships with manufacturers and distributors is key to success.

Q4. Is makeup business profitable?

Ans: Yes, the makeup business is highly profitable due to the growing demand for beauty products, high margins on cosmetics, and the influence of social media-driven trends. Profitability depends on factors like brand selection, pricing strategy, customer engagement, and marketing efforts.

Q5. How to start a cosmetic dealership?

Ans: Begin by choosing the right brands and obtaining dealership authorization. Secure a business license, set up a store or online platform, stock a variety of high-demand products, and create an effective marketing plan to attract customers. Partnering with established beauty brands can boost credibility and sales.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog.