Mila Beauté scales D2C operations, looks to Tier 2 shoppers for growth

Indian beauty brand Mila Beauté is scaling up its direct-to-consumer operations and expanding into Tier 2 and 3 cities as part of a wider strategy to localise its beauty offerings for Indian consumers. Backed by Rukam Capital, the brand is investing in digital infrastructure, product development, and in-house manufacturing to reduce reliance on imports and strengthen control over formulation and quality.

Founded by Saahil Nayar, Mila Beauté focuses on skincare-infused makeup designed for Indian skin tones and climate. “Beauty is not just about how you look. It’s about how you feel,” Nayar told Indian Retailer Bureau in an interview. The brand currently offers products across categories including lips, eyes, and face, with plans to launch over 44 new SKUs this year.

With a presence in metro cities like Mumbai and Delhi, Mila is now targeting smaller cities such as Lucknow, Ludhiana, and Coimbatore through hyperlocal marketing, retailer partnerships, and tailored product assortments. South India has been identified as a high-potential market, with region-specific campaigns and vernacular content currently in development.

Mila Beauté’s omni-channel model includes quick-commerce sampling and CRM-enabled personalisation, while its exclusive in-house production allows for faster product iterations. “In five years, I want Mila Beauté to be remembered as the brand that rewrote the rules of color cosmetics in India,” said Nayar. 

Mila Beauté’s marketing campaigns are designed to spotlight diversity to appeal to a wide customer base. Based in Faridabad, the brand has a post money valuation of $35.3 million as of March 27, 2025, according to business information platform Tracxn.