Beauty brand Sotrue has reached an annual recurring revenue (ARR) of ₹100 crore within a short period of its launch, driven by a product-led strategy and a digital-first business model.
The brand built its positioning around a single consumer insight—delivering a glow without complex routines. Its strobe cream emerged as an early bestseller, helping accelerate growth.
Founded by Gautam Khosla, Sotrue has scaled with a lean marketing approach, relying on influencer collaborations focused on authentic user experiences. This has supported both customer acquisition and retention.
Gautam Khosla, Founder Sotrue, said, “Reaching ₹100 crore ARR so quickly is a reflection of staying true to one clear vision, building for real women with real needs. We focused on creating products that deliver instant results while being rooted in authenticity and trust. As we scale, our mission remains the same: to build India’s most loved glow-first beauty brand without compromising on what makes us relevant to our consumers.”
Online channels account for nearly 90% of the company’s revenue, with offline retail playing a supporting role. The brand’s product development is guided by consumer feedback, particularly from Tier 2 and Tier 3 markets, influencing formulations, shades, and future launches.
Sotrue now plans to double its revenue to ₹200 crore in the next fiscal year, alongside expanding into categories including face, eyes, lips and body care.
