Riya Pant, is the founder and CEO of Blur India, a brand that is looking to transform the beauty industry with inclusivity, creativity, and bold innovation. Since its inception in 2021, Blur India has achieved milestones that it says reflect its strong foothold in the market:
· 8 lakh monthly website visitors, showcasing deep consumer engagement
· 138% year-over-year revenue growth, highlighting rapid business expansion
· A 36% customer return rate, underscoring robust customer loyalty and satisfaction
Her vision has not only scaled Blur India from a three member startup to a team of over 50 professionals but has also established it as a leader in redefining beauty standards in India. With a unique approach blending product design and an understanding of consumer psychology, Riya’s leadership is a masterclass in modern retail success.
Beyond commercial growth, Blur India says that it stands out for its CSR initiatives, including Blur for Paws and sustainability-driven collaborations, positioning the brand as a socially conscious player in the industry.
Medianews4u caught up with Riya Pant, Founder, Blur India
Q. The aim is to become one of the leading makeup brands in the mid-segment category within the next five years. What is the game plan and challenges to reach there?
The plan is not to become a leader but a makeup brand known for inclusivity and sustainability. We want to position ourselves as the go-to makeup brand for the next generation by emphasising its core values of inclusivity, clean beauty, and sustainability. This includes creating campaigns that celebrate diversity and appeal to younger, socially conscious consumers. We will also continue to innovate with products that cater to diverse skin tones and types while using ethically sourced, sustainable ingredients.
With many established brands in this category, differentiating itself through inclusivity and sustainability while maintaining quality and affordability will be a significant challenge forus. Secondly, keeping up with rapidly evolving beauty trends and consumer preferences, particularly among Gen Z, will necessitate agility in product development and marketing strategies.
Q. What were the priorities and goals for Blur India in 2024 from a marketing and advertising perspective? What progress was made?
Marketing spends were strategically allocated to enhance its presence across digital platforms, reflecting the brand’s focus on inclusivity, clean beauty, and a fun approach to makeup. Marketing helped Blur India strengthen its brand equity, reach wider audiences, and maintain its position as a leader in the inclusive and clean beauty movement, aligning with the broader trend of growth in the beauty category.
Q. Which were the key markets that Blur India targetted in 2024? Is the TG mostly Gen Z?
Yes. Blur India differentiates itself through its deep connection with Gen Z. The brand emphasises inclusivity, clean beauty, and a fun approach to makeup which the newer generation loves and appreciates.
Q. What trends were seen in the beauty category in 2024 in terms of consumption trends?
We stay closely connected with Gen Z, who are often the trendsetters in the beauty industry. This involves actively monitoring social media platforms like Instagram and YouTube, where new trends often emerge. Korean and collagen infused products made the headlines in 2024.
Q. Did ad and marketing spends in 2024 grow in the beauty category and for Blur India?
Yes, ad and marketing spend in the beauty category saw significant growth in 2024, and Blur India was no exception. With increasing competition and Gen Z’s growing influence as a key consumer demographic, brands in the beauty space prioritised investments in creating impactful, digitally-driven campaigns.
For Blur India, marketing spends were strategically allocated to enhance its presence across digital platforms, reflecting the brand’s focus on inclusivity, clean beauty, and a fun approach to makeup. Investments grew in areas like influencer collaborations and user-generated content campaigns. The brand also amplified spending on social media ads and interactive content to engage its tech-savvy Gen Z audience effectively.
Q. The company stands for inclusivity, clean beauty, cruelty-free practices, and realistic beauty standards. It also looks to promote the joy of having fun with makeup. How did this reflect in the marketing campaigns done in 2024?
In 2024, Blur India translated its commitment to inclusivity, clean beauty, cruelty-free practices, and realistic beauty standards into impactful marketing campaigns that celebrated individuality and the joy of makeup. The campaigns showcased a diverse range of models and influencers, representing various skin tones, types, and beauty preferences, ensuring everyone felt seen and celebrated.
The brand’s messaging emphasised having fun with makeup while staying authentic, encouraging audiences to express themselves without adhering to conventional beauty norms. By integrating realistic beauty standards and highlighting cruelty-free and clean formulations, Blur India reinforced its mission to redefine beauty as accessible, relatable, and joyful.
Q. What role does AI play for the company in terms of bringing in more quality, innovation to products, marketing etc?
AI plays a pivotal role in enhancing Blur India’s ability to deliver quality, innovation, and personalisation to Gen Z, a generation that values uniqueness, inclusivity, and tech-savvy solutions.
From a product perspective, AI enables the brand to analyse vast consumer data, identifying emerging trends and preferences in real-time. This insight helps Blur India create makeup products that cater to diverse skin tones, types, and individual needs, ensuring inclusivity and relevance in every launch. In marketing, AI-powered tools help Blur India craft hyper-personalised campaigns that resonate with its audience. From dynamic content creation to predictive analytics for social media engagement, AI ensures the brand communicates authentically with Gen Z. Virtual try-on features powered by AI also enhance the shopping experience, allowing customers to explore products from the comfort of their homes while fostering a fun and interactive connection with the brand.
Q. Since Gen Z spends a lot of time on digital, was the media mix in 2024 heavily skewed towards digital to target them?
Yes, in 2024, the media mix for Blur India was heavily skewed toward digital channels to effectively engage with Gen Z, a generation that spends significant time online. Recognizing their preference for dynamic, interactive, and personalised content, the brand prioritised platforms where Gen Z is most active, such as Instagram.
The digital-first strategy included influencer collaborations, and interactive campaigns, that offered immersive and engaging experiences. Short-form videos showcasing creative ways to use products, tutorials, and behind-the-scenes glimpses further resonated with Gen Z’s love for authenticity and entertainment.
