Vellvette Lifestyle Pvt Ltd, the proprietor and operator of the beauty label SUGAR Cosmetics, has forged a partnership with renowned actress Kareena Kapoor Khan to collaborate on its Korean skincare line, Quench Botanics.

This development coincides with the growing popularity of Korean beauty products in the region.

“Quench Botanics is a 100 per cent made-in-Korea natural brand designed for Indian skin. We have set up a joint venture partnership with Kareen Kapoor Khan. As a company, we will be able to bring in the expertise around distribution and content production. Kareena brings her passion for the category and will help in educating consumers. Indian consumers are ready to embark on a journey to take better care of their skin and education is very important to build a credible brand. So she is coming onboard as a co-owner and strategic investor,” said Vineeta Singh, Co-Founder & CEO of SUGAR Cosmetics.

Launched just last year, Quench Botanics provides a variety of Korean skincare items.

“We want to collaboratively build this into a Rs 100 crore net revenue brand over the next 12 months,” Singh added.

The skincare industry in India is valued at approximately INR 12,000 crore, and Korean beauty products currently constitute a relatively small sector within it. Nevertheless, Indian consumers are progressively embracing Korean beauty products, and, consequently, this segment is poised for substantial expansion.

“Korean beauty products are becoming popular across the world. In India, the challenge has been high price points. Our aim is to offer the proposition of high quality Korean products at affordable price points that are efficacious for Indian consumers,” she explained.

The brand is distributed through a network of over 1,000 outlets, including specialty retailers. It is also accessible through various e-commerce platforms and the brand’s direct-to-consumer (D2C) website.

“We will rapidly scale up the brand’s presence at retail outlets over the next 12-18 months,” Singh added.

The beauty and personal care sector is experiencing robust growth and is expected to maintain a Compound Annual Growth Rate (CAGR) of 10 percent until 2027. Notably, celebrities are becoming more active in this industry, either by launching their own brands or by becoming strategic investors in direct-to-consumer (D2C) companies that are rapidly expanding.