Beauty product trial and discovery platform Smytten has opened a new store in Kukatpally, Hyderabad — its ninth outlet — as part of a broader plan to expand its physical retail network to more than 150 locations across India.
The store stocks products from over 400 brands across beauty, grooming, personal care, wellness and lifestyle categories, including The Derma Co, Pilgrim, Dot & Key, mCaffeine, Renee and Just Herbs.
The outlet uses QR-enabled navigation, digital surveys, smart mirrors and AI-powered analytics to personalise the in-store experience. The technology draws on product trial and preference data collected through Smytten’s digital platform, which the company says connects 30 million consumers with 2,800 brands through a trial-before-purchase model.
The store operates under Smytten’s ‘World of MINIS’ format, which allows shoppers to sample products before buying. Brand partners have contributed curated product selections and exclusive sampling experiences to the format.
Smytten says it plans to open further stores in Chennai, Visakhapatnam, Hubballi and Bengaluru as it builds out its South India presence.
Commenting on the launch, Krishan Sharma, Chief Retail Officer, Smytten, said, “We want every consumer to walk away knowing that discovery doesn’t have to be a risk; it can be something they experience firsthand before making a choice. Through our growing offline presence, we’re creating opportunities for consumers to try, explore and find products that genuinely fit their needs. For our brand partners, that moment of authentic trial is often more valuable than any campaign, because when a product is right, it doesn’t need convincing.”
