MARS Cosmetics expands footprint with new outlet in Mumbai
MARS is also setting up an in-house R&D lab to support innovation and product development.
INDIA – MARS Cosmetics has launched its 45th Exclusive Brand Outlet (EBO) kiosk at Lake Shore Mall in Mumbai, marking a pivotal step in expanding its offline retail network amid India’s dynamic beauty market.
The new outlet at Lake Shore Mall, also known as Viviana Mall, a premium high-footfall destination, offers an engaging space for customers to explore MARS Cosmetics’ cruelty-free, affordable makeup range tailored to Indian skin tones.
Visitors can try best-sellers like lipsticks, foundations, eye palettes, and highlighters with guidance from trained beauty advisors, operating daily to capture Mumbai’s vibrant shopper base of professionals and fashion enthusiasts.
This milestone follows rapid growth: the brand debuted in Mumbai at Inorbit Mall, Vashi, in 2024, reached 30 kiosks by January 2025 with sites like Capital Mall and Metro Junction in Malad West, hit 38 by mid-year, and now targets 50 by December 2025 and 65 by FY26 end.
Spanning 700-800 sq ft each, these kiosks prioritize immersive experiences in metro hubs, suburbs, and rural areas.
Pushpa Kandpal, Senior Manager of EBO Operations and Expansion at MARS Cosmetics, said, “Offline retail is one of the main channels through which Indian consumers get their beauty products, and this is true especially for makeup, where trial and shade discovery are very important.”
“Our Exclusive Brand Outlets are not only the place where we can display our whole range of products, but also the time when we can interact with customers and give them a beauty experience.”
In Mumbai’s competitive landscape, this launch reinforces MARS Cosmetics’ omnichannel model, blending over 600 vegetarian SKUs with experiential retail to target Gen Z and millennials, supporting revenue ambitions such as Rs 350 crore for FY25.
MARS Cosmetics offers affordable, high-performance makeup products across various categories, including eyes, lips, face, nails, and tools.
Their range includes everything from foundations, concealers, and highlighters to lipsticks, eyeliners, eyeshadows, and makeup brushes, with over 650–700 SKUs currently available.
According to a report by IMARC Group, the Indian cosmetics market was valued at USD 15.46 billion in 2025 and is projected to reach USD 25.39 billion by 2034, growing at a CAGR of 5.7% from 2026 to 2034.
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