How Mila Beauté Crafts Region-Specific Beauty for India's Diverse Needs

India, a land of diversity, demands a varied approach to makeup as well. While we celebrate each element of this tapestry with oneness, a distinction would add a personal touch to it. Currently, the beauty landscape is dominated by one-size-fits-all approaches, but Mila Beauté is carving a unique path with formulations tailored specifically for India's diverse skin tones and climatic conditions. The homegrown beauty brand, co-founded by Saahil Nayar, is rapidly expanding its footprint across the country with a commitment to creating products that truly understand Indian beauty needs.

In conversation with Local Samosa, Saahil Nayar explains this very point as, "India's beauty needs are diverse, and a one-size-fits-all approach doesn't work. That's why we design products suited to specific regional climates and skin concerns.” In humid regions like Kerala and West Bengal, lightweight, non-greasy formulations are essential. “Our matte-finish foundations and sweat-resistant compacts have been particularly well received in these markets.” At the same time, in drier states like Rajasthan and Gujarat, consumers look for deeper hydration.

This regional approach stands at the core of Mila Beauté's philosophy. The brand, whose name means "miracle" in multiple languages, was born from the recognition that Indian cosmetics needed revitalisation and products specifically designed for local conditions.

Made in India, For India

View this post on Instagram

A post shared by Mila Beauté (@officialmilabeaute)

Using the very resources available in India, the brand focuses on local manufacturing and formulation. It plans to support this mission with a new factory in Manesar in Haryana. Emphasising the same, Saahil says, “The new Manesar factory gives us stringent quality control, speedy launch of new products, secure formulations, and zero dependency on third-party manufacturers.". "We can respond much faster to consumer insights and trends. With our manufacturing facility, we create clean, Indian skin-friendly, high-quality makeup products for our value-seeking consumers."

This commitment to local manufacturing also enables the brand to be more responsive to regional preferences. "Lipstick shade selection varies vastly from region to region," reveals Nayar. "Data tells us that some regions prefer wines and blackcurrant shades while others prefer pinks and nudes. The preferences completely flip when comparing bullet versus liquid lipsticks."

Expansion in Tier 2 and 3 Cities 

With ambitious plans to double its retail footprint to 20,000 stores, Mila Beauté is focusing heavily on Tier 2 and 3 cities, where beauty needs remain underserved. This aligns with their vision of building in India, for India. With this approach, they plan to have a deep understanding of the local consumer behaviour in Tier 2 and 3 cities, which is usually different from that of the users in Tier 1 cities. One major factor Mila Beauté found is that the presence of retail outlets in these cities is very important. "In these markets, retail plays a crucial role, as customers prefer to experience beauty products before purchasing. We're partnering with local distributors and retailers who have strong regional expertise," says the co-founder. 

The brand combines global beauty trends with hyper-local distribution - a hybrid approach that Nayar believes is essential for the Indian market. While their D2C website offers personalized shopping experiences, they recognize that India remains retail-driven, particularly beyond metro cities.

Building Community Through Collaborations

View this post on Instagram

A post shared by Social Ketchup (@socialketchup)

The brand also finds value in strategic partnerships with content creators and influencers who resonate with their vision. Specific events help them engage with different audiences. Events and partnerships help them understand the pulse of the market, just like their recent collaboration with Social Ketchup did. "Collaborations like Social Ketchup help us reach different consumer segments and connect with new content creators," Nayar shares. "We've received an overwhelming response and positive feedback from creators who have experienced our products through these events."

Looking ahead, Nayar envisions a significant role for homegrown brands like Mila Beauté in India's evolving beauty landscape. With the country's beauty and personal care market projected to reach USD 35.21 billion by 2028, the focus on hyper-personalization and locally relevant formulations positions the brand to meet the specific needs of Indian consumers in ways global brands often cannot.

"Our goal is not just expansion but creating trusted, safe, and high-quality beauty solutions that meet the evolving needs of Indian consumers," concludes Saahil, highlighting the brand's commitment to innovation and sustainability alongside its regional approach.