Skinvest Skincare expands product portfolio into lip care

INDIA – Science-focused skincare brand Skinvest has introduced Melts, a comprehensive two-step morning-and-evening lip care regimen, diversifying its offerings beyond facial skincare. 

Melts was shaped through extensive consumer interaction over several months, incorporating feedback from community polls, social media comments, and direct formulation suggestions. 

Concurrent with this launch, the brand has joined forces with Orhan Awatramani (Orry), a well-known beauty influencer and pop culture figure, to boost visibility and engagement around the new product line.

By partnering with Orry, Skinvest seeks to enhance awareness of its newest category while resonating more strongly with younger, digitally savvy audiences. 

The collaboration aligns with the brand’s philosophy of content-led, community-centric engagement rather than relying solely on traditional celebrity endorsements.

The rollout of Melts marks the company’s inaugural entry into lip care, underscoring its ambition to move beyond facial skincare and tap into neighbouring beauty categories with high growth prospects.

This category expansion occurs during a phase of consistent growth for Skinvest. 

The self-funded enterprise, backed by the Malpani Group, was among the recipients of the Estée Lauder x Nykaa Beauty & You Award, securing ₹1.3 crore (USD 136,000) in funding within six months of its inception. 

The brand reported sales of ₹76 lakh (USD 7,974) in FY24 and is targeting an annual recurring revenue of ₹12 crore (USD 1.26 million), while also preparing to enter the UAE market.

Founded in 2022 by Divya Malpani Maheshwari, Skinvest has established itself as a provider of scientifically formulated skincare solutions designed specifically for Indian consumers. 

The launch aligns with rising demand in India’s lip care sector. Industry estimates place the segment’s value at approximately USD 220 million in 2024, with projections indicating growth to nearly USD 400 million by 2033. 

This expansion is expected to be fueled by increasing consumer interest in specialized skincare products, ingredient-focused formulations, and premium beauty offerings.

Through this latest initiative, Skinvest is harnessing science-based innovation, consumer-led product development, and creator collaborations to strengthen its position in India’s rapidly growing beauty and skincare industry while branching into new product categories.

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