Glam21, founded in 2016 by Pradeep Goyal and Bikash Goyal in Delhi, works in the beauty industry. Headquartered in Netaji Subhash Place, Pitampura, Delhi, the brand has grown its presence with a team of over 150 employees spread across the country.
The motivation behind establishing Glam21 stemmed from the founders’ realisation of a gap in the market, i.e., high-quality makeup was often priced out of reach for the average woman. With this insight, they set out with a mission to offer great-quality cosmetics that are accessible to all without compromising on affordability.
Glam21’s business model focusses on sourcing products from leading manufacturers across the globe, including China, Hong Kong, Italy, and India. These products are then marketed and sold by Glam21 in India, where the brand also operates its R&D team and labs to ensure the products meet the specific needs of Indian consumers, taking into account the local climate and preferences. This commitment to quality and local adaptation has played a significant role in the brand’s growth.
The brand is available both online and offline. In the online space, Glam21 is present on major platforms like Nykaa, Amazon, Flipkart, TataCliq, Purplle, Meesho, JioMart, and Foxy, along with its own website. Offline, Glam21 has a presence in over 20,000 retail outlets spread across 400+ cities and towns in India, making its products easily accessible to consumers nationwide.
Known for its value-for-money proposition, Glam21 competes with other popular brands like Swiss Beauty, MARS, Renne, Sugar, and Insight Cosmetics, offering high-quality products at what it calls competitive prices.
Glam21 has a product range that spans across various categories, including face, lips, eyes, and nails. The brand offers concealers, compacts, foundations, highlighters, blushers, long-lasting lipsticks, lip glosses, kajals, eyeliners, mascaras, and nail paints, catering to a wide array of beauty needs. The brand is focussing on keeping up with the ever-changing needs and preferences of consumers, as well as adapting to fast-evolving beauty trends.
In terms of future plans, Glam21 plans to launch more than 30 innovative products this year. The brand is also exploring expansion into modern retail, ensuring it reaches an even larger customer base. Glam21 primarily serves women aged 18-25, offering affordable yet high-quality beauty products to a young, trend-conscious audience. Through its dedication to quality, affordability, and accessibility, Glam21 continues to solidify its position as a trusted name in the Indian beauty market.
MediaNews4U.com caught up with Pradeep Goyal, Co-Founder Glam21
Q. In a competitive beauty segment, what is the USP of Glam21?
Glam 21’s ability to provide premium makeup products at affordable prices sets it apart in the competitive beauty industry. Glam21 seeks to offer high-quality, luxury products with both premium formula and price. By achieving the right balance of quality and value, the company makes high-quality beauty products within the reach of women across the country.
The availability and trailblazing formulae of Galm21 help consumers express themselves and their originality and creativeness, making it an excellent choice in the very competitive marketplace.
Q. Has there been a shift in terms of how beauty is perceived today compared with when the company launched in 2016?
There has been a complete transformation of what is desirable today versus when Glam21 first opened its doors back in 2016. In recent years, there has been an interest in diversity within the beauty sector, with companies welcoming diverse skin and textures.
Natural beauty has also become more prominent, with customers looking for cosmetics that will highlight their natural beauty more so than covering it up.
Furthermore, sustainability is the issue of attention, with a firm focus placed on green packaging and eco-friendly ingredients. This is a move away from unrealistic beauty expectations to a more realistic, empowering and sustainable beauty practice, consistent with evolving customer values and aspirations.
Q. In 2025, what are going to be the focus areas from a marketing perspective?
Marketing in 2025 will be based on driving visibility and engagement through various touchpoints. We will grow brand presence at Points of Sale by increaing in-shop branding, in-store signage, and increasing the number of Beauty Advisor counters to offer one-on-one guidance.
In addition to that, we will reach out to prospective buyers, especially college-going students, through creating a base in colleges and universities throughout India, thus enhancing direct interaction and stronger connections with this core market.
Social media campaigns and influencers will also be essential in the process of broadcasting the brand far and wide while maintaining relationships through targeted online campaigns and popular influencer collaboration.
Q. In its marketing message, does Glam21 try to position its products as being an extension of a woman’s personality?
At Glam21, we think beauty is everywhere and anywhere in shape and form, and our makeup products are formulated to enhance the individuality of each person. We do not think of makeup as a product but as a means of expression and inner confidence.
Our range of cosmetics is not merely about enhancing your natural beauty but, more importantly, empowering you with the confidence to feel your absolute best no matter what situation.
With every one of our products, we seek to offer an experience that changes you, making you that little extra to succeed at the grind of day-to-day life. Be it for an occasion or everyday use, Glam21 makes you own your uniqueness and be the best version of you.
Q. Could you shed light on the company’s Omni-channel strategy so that it targets millions of women nationwide?
Glam21’s multi-channel approach is designed to reach tens of millions of Indian women through its products and make them convenient to access online as well as offline. Offline, the firm has a strong presence on significant e-commerce portals such as Nykaa, Amazon, Flipkart, Tata Cliq, Purplle, Meesho, Jiomart and Foxy in addition to having its own platform.
Being extensively available online facilitates the customer’s ability to place an order for any product, anywhere. Off the shelf, Glam21 is also extensively present in over 20,000 stores all over over 400 towns and cities, providing a strengthening presence nationwide.
Through its distribution via multiple channels, Glam21 becomes highly accessible to customers, and its value-for-money attracts many different customers.
Q. The plan is to launch over 25 new products this year. What marketing activities and innovations can one expect to see in the coming months that will aim to ensure that they stand out?
In order to successfully launch over 25 new products throughout the year, Glam21 will leverage a combination of innovative marketing tactics to stand out in the beauty category that is filled with competition. We further plan to deploy targetted marketing initiatives linked to personalised customer preferences and omni-channel interaction to capture customers seamlessly through online and offline channels.
Influencer partnership will be core to creating buzz, and targeted data-driven tactics will ensure delivery of the message to the relevant audience. Beyond this, Glam21 will engage new technologies that will drive improvement in the customer shopping experience and create excitement as well as distinction for every new product.
Q. Do most sales take place during the festive season? If so, will most of the marketing spend happen then in 2025?
Yes, most of our sales do come during the holiday season because that is the time of year most likely to see people buy beauty supplies for themselves and for others as gifts. Knowing this, we will spend almost 40% of our entire marketing budget during this time to take advantage of the added consumerism.
This strategic investment will be dedicated to special campaigns and holiday promotions to achieve maximum exposure and sales during the high season. With this, we want to engage customers and make Glam21 their first choice for beauty during the holidays.
Q. The company’s focus rests on affordability without compromising on quality. Is AI helping in this regard?
At Glam21, we continue to focus on making beauty products affordable while not lowering the standards of quality. Although we have not yet thoroughly applied AI tools in our manufacturing facilities or quality tests, we are working on how AI can be leveraged to enrich the customer experience. In the near future, we intend to introduce a Virtual Try-On facility on our website.
This groundbreaking product will allow customers to try makeup virtually, experience different shades, and see the extent to which the makeup suits their colour and facial texture. This is not only giving the customer a better shopping experience but also reducing merchandise returns, saving costs, and enhancing customer satisfaction.
Q. According to data analytics, where is the whitespace for growth? Is it in tier two and three towns and cities?
Tier-2 cities have high growth potential, as per our data insights. While the urban markets continue to remain prime markets, demand for quality beauty products in small towns and cities that are yet to be fully exploited is also on the rise.
These markets present a great whitespace for growth, as people in these areas are increasingly aware of beauty and grooming products. By concentrating our efforts on penetrating these markets, we hope to bring Glam21’s high-quality, value-priced products to more people, generating both brand recognition and sales in these developing markets.
Q. Earlier this year, Glam21 announced its expansion on Flipkart Minutes. Is Quick Commerce a more rapidly growing area vis-a-vis e-commerce?
Quick commerce is becoming a fast-expanding segment, beating conventional e-commerce in terms of speed and convenience. Glam21’s growth on Flipkart Minutes is a strategic step to meet the growing consumer demand for quicker delivery times and a better shopping experience.
This programme enhances the brand’s vision to enable instant, smooth access to premium beauty products in real-time, which syncs with the rising phenomenon of instant gratification when it comes to online buying.
Flipkart’s increasing online store network all over India enhances Glam21’s availability further, making the brand’s products readily accessible to an increasingly larger market. Through its adoption of quick commerce, Glam21 looks to change the way beauty products are purchased online by customers.
Q. There is a trend of celebrities like Katrina Kaif getting involved in the beauty segment. Does Glam21 have plans in this regard?
At Glam21, we are always keen on current market trends, and we recognise the growing influence of celebrities like Katrina Kaif in the beauty segment. While we currently do not have a brand ambassador, we are open to pursuing this opportunity when the time is right.
As we continue to grow and keep up with market trends, acquiring a celebrity partner who believes in our brand values might be a strategic move. Our utmost priority will always be choosing a brand ambassador who best identifies with our target market and helps amplify Glam21’s message of affordability, quality, and empowerment among beauty enthusiasts.
