Vasundhara Patni, Founder of Kiro Beauty
Mumbai-based beauty brand Kiro Beauty is looking to rebalance its business beyond its traditionally strong lip portfolio, with face products and skincare emerging as the next growth engines for the bootstrapped brand.
Lip products currently account for around 70 per cent of Kiro’s revenue, while the face category contributes 20–22 per cent. The company wants to eventually increase the contribution of face products to around 40 per cent of its portfolio, Founder Vasundhara Patni told businessline.
Kiro has recently expanded its face category with skin tint, concealers and Pigment Drops. Patni said the face category offers stronger repeat-purchase potential than lips, as consumers are more likely to repurchase products once they find a shade and formulation that work for them.
Skincare is also emerging as another key growth opportunity for the company, as it looks to broaden its portfolio beyond colour cosmetics.
More than 90 per cent of Kiro’s revenue currently comes from online channels, with its own D2C website accounting for nearly 40 per cent and marketplaces contributing another 40–45 per cent. Quick commerce accounts for a smaller share.
The company, however, is looking to build a larger omnichannel presence. Kiro is currently present across 50–60 offline outlets and plans to expand through Shoppers Stop, Lifestyle and Reliance, while also exploring Nykaa’s offline stores. Patni expects the offline business to become significantly larger by 2027.
International expansion is another focus area. Kiro recently went live on Amazon US and plans to step up marketing there over the next one to two months, initially targeting the Indian diaspora in the US.
Patni said Kiro remains fully bootstrapped and has no immediate plans to raise external capital. The company could consider bringing in a strategic partner at a later stage to support profitable and sustainable expansion.
Founded in 2020, Kiro makes products that it says are vegan, cruelty-free and free from toxins. The company is targeting an annual recurring revenue (ARR) of ₹100 crore by the end of the current fiscal, with an ambition to scale to ₹500 crore in revenue over the next three to four years.
Published on October 4, 2026
