India’s beauty market has a new entrant. GoodSide, launched by entrepreneur Raveena Mehta, is pitching itself as the antidote to the elaborate, multi-step beauty routine — a skincare-infused makeup brand built around a single, provocative claim: a complete look in under three minutes.
The launch comes as India’s beauty and personal care sector continues its rapid expansion, with consumers — particularly younger, urban buyers — increasingly seeking products that are faster, smarter, and more versatile. GoodSide is betting that the global “skinimalism” trend has found its Indian moment.
The brand’s debut lineup is deliberately tight: three products, each designed to do more than one job. Good Glow (Rs 1,770) is a dewy crème blush; Good Sculpt (Rs 1,200) doubles as a lip and face contour; and Good Kiss (Rs 790 onwards) is a ceramide-infused lip treatment. All three are formulated with active skincare ingredients — ceramides, peptides, and caffeine — a nod to the growing consumer demand for makeup that also functions as skincare.
Raveena, who cites fine art, colour theory, and cultural storytelling as creative influences, is positioning the brand between mass-market functionality and luxury inaccessibility.
GoodSide is available now at goodside.in.
