Value retailer MR.D.I.Y. has launched Adorea Beauty, its first dedicated beauty brand, marking its official entry into the beauty segment. The brand is designed to make everyday beauty more accessible and trend-forward for Indian consumers.
Inspired by self-expression and everyday confidence, Adorea Beauty spans nearly 200 products across Color Cosmetics, Skincare, Nail Care, and other everyday beauty essentials, including Eye, Lip, Face, and Nail categories, as well as Glitter collections.
The skincare range features consumer-loved ingredients such as rice, matcha, hyaluronic acid, and vitamin C, with products including clay masks, face washes, scrubs, toners, bubble sheet masks, sheet masks, nose strips, under-eye hydrogel patches, and makeup removers.
The portfolio has been curated with Indian beauty preferences, everyday usage occasions, and value-conscious purchasing behavior in mind, combining accessible pricing with relevant formats, textures, and ingredients. The range was developed with guidance from experienced beauty industry professionals.
Commenting on the launch, Vikas Gupta, Group CEO, MR.D.I.Y. India, said, “At MR.D.I.Y., our focus has always been on making quality products accessible to everyone. With Adorea Beauty, we are extending that promise into the beauty category, bringing together a thoughtfully curated range of products that combine quality, affordability, and the latest trends. As consumer preferences continue to evolve, we remain committed to expanding our portfolio to meet our customers’ needs.”
Adorea Beauty is priced starting at Rs 45 and is available across 400+ MR.D.I.Y. stores in India.
MR.D.I.Y. offers over 15,000 products across 10 categories, including household, furnishing, stationery, toys, jewellery & cosmetics, and gifting. With over 425 stores across India, the brand has served more than 2 crore households in recent years.
