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Easy plug-and-play has sparked a lightning rush of skin and personal care brands. But with every barrier down, scaling up, staying relevant and holding consumer attention have become harder than ever.

In less than five years, BellaVita has become one of the biggest fragrance brands in India. This has given several others confidence to follow the same playbook and sell cheap perfumes disguised as luxury.
The Delhi NCR-based brand is a leading homegrown player in India’s luxury beauty market. Yet, it struggles to close a 3x revenue gap with bigger rival Forest Essentials or make profits after a two-decade-long run.
The Mumbai-based beauty and personal care company recorded one of its worst years in the 2024-25 fiscal. It is now on a course-correction trajectory.