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Honasa Consumer launches Staze, a Gen-Z focused colour cosmetics line

Honasa Consumer Limited, a leading beauty and personal care company in India, has announced the launch of its latest venture, Staze, a colour cosmetics line aimed at capturing the needs of new-age consumers. With a focus on innovation and performance, Staze aims to fill a critical gap in the market by offering high-quality makeup at affordable prices.

The first range introduced by Staze, named Staze 9to9, boasts of proprietary C-Lock technology ensuring 12-hour wearability. This technology creates an impermeable shield against environmental factors, promising long-lasting color payoff and protection. Crafted by a coalition of 43 beauty experts worldwide, including product specialists, dermatologists, influencers, and makeup artists, Staze promises to redefine beauty standards.

The product lineup includes a revolutionary 3-in-1 Bullet Lipstick, offering three distinct shades in one package starting at Rs 449, providing exceptional value and versatility to consumers. With an average pricing of less than Rs 300, Staze aims to make high-performance color cosmetics accessible to all.

“Honasa has always been at the forefront of innovation and being the pioneers in the BPC industry, we recognized a vital opportunity to address the burgeoning demand for innovative yet accessible color cosmetics. And with the colour cosmetics segment boasting a remarkable CAGR of 12% and a substantial size of INR 15,000 crore, it became evident that there was a gap in the market,” Varun Alagh, Chairman &CEO, Honasa Consumer Limited said.

“Our brand’s target demographic is the vast cohort of Indian women in the age group of 18-24 segment, who prioritize innovation and quality at accessible price points. Our vision is to establish Staze as the go-to brand for performance-driven, glamorous cosmetics, setting new benchmarks for excellence in the category,” Alagh added.

“While Mamaearth has successfully positioned itself as a brand that combines color with care, Staze is poised to carve its niche with a distinct emphasis on performance and innovation. We firmly believe that Gen Z consumers are seeking value and innovation, and Staze is uniquely positioned to meet and exceed their expectations,” Ghazal Alagh, Chief Innovation Officer at Honasa Consumer Ltd said.

Staze has adopted Honasa Consumer’s digital-first approach and is available on leading e-commerce platforms like Nykaa, Purplle, Amazon, and Flipkart. The brand aims to deliver unparalleled value and innovation to Gen-Z consumers across the country.

Created by a coalition of 43 esteemed beauty experts, including product specialists, dermatologists, influencers, and makeup artists from around the globe, Staze sits at the intersection of expertise and cutting-edge technology, leading to a lineup that sets new benchmarks in beauty innovation.

Honasa Consumer Limited is a purpose-driven house of brands with a digital-first approach to creating the beauty and personal care organization of the future. Built on a consumer-insights-led innovation and channel approach, the company has built an in-house portfolio of digital-first consumer brands like Mamaearth, The Derma Co., Aqualogica, Ayuga and Staze. Apart from the owned brands, they have acquired stakes in BBlunt and Dr. Sheths.

The brand has become India’s largest beauty and personal care company in terms of revenue for FY 2022, just seven years after its inception. They’ve serviced 18,000 pin-codes online and reached 700+ districts offline, while also retailing via 100,000+ FMCG outlets.

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