Founded in 2020 by Nischay Madnani in New Delhi, Shryoan Cosmetics is a rising brand in the Indian beauty industry. Built on the foundation of a successful family business in cosmetic wholesaling, Shryoan was born out of a desire to create high-quality makeup products that are both luxurious and affordable. Operating from its headquarters at Kohat Enclave, New Delhi, the company has rapidly expanded its presence across India, both online and offline.
The brand employs a strong workforce, with over 40+ employees based at its headquarters and more than 100 staff members working across various locations in India. The brand caters to a wide demographic of women aged 15 to 60, offering an extensive range of makeup products that meet the needs of different age groups and beauty preferences.
Shryoan’s business model it explains is versatile, balancing both online and offline sales channels. However, managing offline sales presents some challenges, particularly in terms of distribution and market penetration. Despite these hurdles, the brand continues to compete against established players such as Revlon, Lakme, and Maybelline, setting itself apart through its unique selling proposition of making luxury affordable.
Looking ahead, Shryoan Cosmetics is preparing to expand into skincare, further diversifying its product line to address growing consumer demand. The brand vision is to provide a complete beauty solution that caters to women of all ages and demographics across India. With a customer base that spans the entire country, Shryoan is set to make significant strides in the beauty and personal care industry without breaking the bank.
Medianews4u.com caught up with Nischay Madnani, Founder, CEO Shryoan Cosmetics
Q. Shryoan Cosmetics was built to make luxurious, high-quality makeup accessible and affordable for every woman. What did this entail and what has been the big challenge?
The creation of Shryoan Cosmetics involved the reinvention of what the word “luxury” means. To us, luxury does not come with a hefty price. In fact, it is the manner in which a product can make a woman feel. This means that it should impart confidence, strength, and comfort in the woman’s own skin. It requires us to put a premium on the best ingredients, the best pigments, and the best cruelty-free formulations that can, by international standards, live up to the brand while staying within a certain budget.
The most difficult task has been shifting consumer perception. Many women believe that if a product is affordable, it is lower quality and, conversely, if a product is luxurious, it is expensive. But this requires relentless education and proof. With each product experience, we are presented with another chance to prove the viability of affordable makeup, safe, high-performance, and beautiful. At Shryoan, making the luxurious affordable is a never-ending task, and we are constantly working on disbelieving the fact that quality beauty needs to come at a high price.
Q. Today, Shryoan serves a wide customer base ranging from 15 to 60 years, offering makeup products designed to suit diverse personalities, skin tones, and beauty preferences. In 2026 is Gen Z the whitespace for growth according to predictive analytics as they drive 50 percent of consumption in this category?
Yes, the Gen Z market presents a large whitespace and thus a huge market growth prospect for our company, Shryoan Cosmetics, in the year 2026. Though we are pleased to serve women of all age groups, the values that our brand stands by strongly, like authenticity, self-expression, and clean beauty, are what the Gen Z market resonates with the strongest. They are fearless, curious, and highly conscious about the products they consume.
Gen Z is a digital-native, trends-savvy, and individualistic generation. Gen Z not only purchases products; they purchase stories, values, and communities. In our case, Gen Z is not simply a market segment; they are partners in helping shape the future of beauty. For us, our strategy will center on creating a higher level of engagement with Gen Z innovators, storytellers, and community-focused initiatives centered on individuality. Since Gen Z is driving a large part of the overall consumption of their categories, our strategy for growth in the year 2026 and beyond will include reaching them effectively.
Q. What trends are expected to be seen in the affordable beauty segment in 2026?
The affordable beauty industry is set to undergo many changes in the year 2026, thanks to the increasing demand for high-value and high-purpose products. There will also be an increasing demand for makeup products that are high in performance but gentle on the skin. Time-saving products will also become popular, and there will be a standard demand for inclusive shades.
There will also be an emphasis on using clean, cruelty-free ingredients because of the growing consumer awareness about what they put on their skin. Social media will also keep impacting trends, resulting in innovation happening at a faster pace. There will be an increasing importance of packaging too, where consumers want packs that give them an innovative, premium, emotional, and sustainable feel. Thus, the affordable beauty domain will be driven by innovation, accessibility, and emotional connections that give consumers a feeling of being personal, inclusive, and handcrafted yet not costly.
Q. How important is the growing relevance of skincare-infused makeup?
The ever-increasing relevance of the concept of skincare-infused makeup is of utmost significance and is soon going to become the norm and not a trend anymore. Today’s customer will not/will not settle for either their appearance being good and their skin being taken care of or vice versa; instead, they will want both to happen with the same product, and that too with makeup products for young generations of customers.
There is an emerging trend of customers inquiring about products that hydrate, protect, and care for skin over time. This fits hand in hand with Shryoan’s beauty philosophy of accentuating beauty rather than hiding it. The added advantage of skincare-driven makeup is that it benefits customers in both the short and long terms. The role of ingredients like vitamins and protective ingredients, such as SPF, will be of prime importance. As technology advances, it will be imperative for makeup brands to incorporate skincare benefits into their products if they are to continue remaining relevant and empowering women through beauty.
Q. How is quick-commerce reshaping cosmetic purchasing behaviour?
Quick-commerce is bringing a huge paradigm shift to the way consumers engage with cosmetic products. The fact that consumers can get their cosmetic products immediately and easily via apps means that cosmetic products are now a part of their day-to-day life activities. Consumers are also getting spontaneous when it comes to purchasing cosmetic products, especially as a result of a social media tip.
Quick commerce is also conducive to repeat business for essentials. This makes it easier for consumers to retain loyalty for brands they have come to know well. For younger generations and for tech-savvy consumers, speed and convenience have become paramount. This has enabled the conversion of a planned process, like buying beauty products, into a joyous process for the impulse buyer.
Q. Are online and offline channels going to be equally important in 2026?
Absolutely. Online and offline media will have the same importance in 2026. However, they will be used for different purposes. Online media help in reaching and engaging. These media provide opportunities for brands to share their story. They help brands connect with their audience worldwide in no time. Online media are very important for the Z and M generations. They help them compare and purchase.
However, the offline retail business has its place and cannot be replaced. The fact is that people like to see the textures of the product and feel the product before making a purchase. This happens in Tier 2 and Tier 3 cities even more so. The future belongs to building a seamless path between online and offline retail.
Q. What marketing innovations and campaigns can we expect in 2026?
In the year 2026, Shryoan’s marketing strategy for beauty will emphasize real-world experience as opposed to conventional marketing. Consumer-generated content will form a significant part of this. Real customers will share “beauty experiences and aura moments.” There will be micro-influencer partnerships. The emphasis will continue to be on micro-influencers who embody the brand’s philosophy.
Community-based activities shall also take a prominent place, such as customer engagement in shade production or feedback on products. The idea is for consumers to be treated as participants in activities and not as spectators. This is because people want to be associated with what is unique and expresses their individuality.
Q. The company has been allocating more of its marketing budget on Instagram and Facebook. Could you shed light on what the social media strategy looks like in 2026?
Shryoan’s social strategy in 2026 will prioritize engagement over all other factors. Instagram, Facebook, and other networks will continue to serve a prominent role, but there will be a shift in their content approach. Instead of aspirational, highly polished, and edited images, there will be a focus on community-building, relatable, and genuine content. Real-life transformation stories, tutorials, and other images will play a prominent role instead of highly polished images. Reels, stories, and similar formats will also see a prominent role in short videos like tutorial makeups.
Interaction tools like poll answers, question-answer sessions, and live sessions will aid in developing two-way communications and making the audience feel heard. The brand will further extend vernacular content to better engage with the audience in tier 2 and 3 cities. The influencer’s partnerships with micro and nano influencers will focus on the element of trust in the content. Such strategies will aid in engaging the audience with the beauty brand community.
Q. Because they are different from millennials, is Gen Z forcing companies in the beauty and cosmetics category to re-think communication? Is there a greater focus on authenticity and transparency as a result??
Yes, Gen Z is a significant force behind the communication strategies used in the beauty market. Gen Z is very different from millennials. They value honesty and authenticity. They are interested in real talk and are also quick to call out unnecessary and unclear brand communications. This has forced brands to shift from a very polished, commercial form of communication to a more authentic form of communication, one that showcases real people and real experiences.
The time has come for brands to share information regarding ingredients, values, and purpose, all the while listening to their audience. The aspect of building trust has become a top priority, with a focus on authentic representation and open communication. Authenticity and transparency are particularly vital for Gen Z, where trust and performance are of equal value, thus essential for creating a lifelong connection with the world of beauty.
Q. What role does unique packaging play in building a strong consumer connection that drives up spend in a competitive category?
Custom packaging helps create an impeccable consumer connection, particularly in such active market competition, more so in the beauty market. Custom packages also give an instant impression of attraction or disinterest while being among the major first contact points of packaging. Custom packaging ensures enhanced recognition of the product packs while spreading its core characteristics. This packaging not only adds to the aesthetic appeal of cosmetics but also makes makeup a complete experience by ensuring that when makeup packaging catches your attention with its unique design and usability, your emotional attachment to the makeup will increase and then lead to repeat business and increased shopping since makeup packaging goes beyond design; instead, it goes beyond storytelling and into branding.
Q. How will AI help when it comes to product innovation in 2026?
The coming years will see a significant application of AI technology in achieving quicker and smarter product innovation with a focus on consumers. This will help brands in analyzing data associated with consumers’ behavior and preferences, skin tones, and usage patterns to provide a better insight into what the consumers want. AI will also facilitate the prediction of emerging trends and cycles of demand in emerging trends. This will help in minimizing the trial-and-error approach in product formulation. The short innovation timelines and effective prediction of emerging trends will help ensure that innovations keep pace with relevance. Overall, AI innovations will help ensure the alignment of effective innovations.
Q. Will new products launch in advance of the festive season in 2026?
Yes, there are plans to release new products before the festival season of 2026. The festival season continues to be very important for beauty consumption, and therefore, it is a good time to launch new products. Although all the details are under wraps, they will be working towards aligning the launch of products with festival beauty trends. The aim is to surprise and delight customers with their relevant product launches during peak seasons of festivities, enhancing decoration and celebration occasions. Careful consideration will ensure new product launches appear fresh and exciting yet maintain brand identity and authenticity. By initiating product launches before the peak festival, Shyroan will manage to evoke curiosity and interest among customers during an impactful emotional phase of the year.
Q. How will Shryoan Cosmetics approach B2B marketing through things like participating in retail events?
Shryoan will also take an approach to B2B marketing that is relationship-driven and centered around building the brand rather than a purely transaction-driven method of marketing. The engagement in retail events and industry platforms will also become an opportunity to represent the philosophy and visual identity of the brand to its retailers and partners. Even retail events present great opportunities for collecting first-hand experience and learning what the market expects. Thus, through effective communication of its story and values, Shryoan aims to instill trust and a long-term relationship in the retail sector. The strategy here will be to maintain the brand’s position in the industry as credible, thoughtfully designed, and in sync with the demands of consumers and retail partners.
Q. We have seen big ticket acquisitions in this space like Rhode. Is this the end goal of Shryoan Cosmetics?
The big acquisitions in the beauty industry point to the importance of having strong and purposeful brands; they are not necessarily the objectives that are relevant and pertinent in the context of the objectives of Shryoan Cosmetics. The first objective of the company is to establish the brand on the basis of an identity that consumers trust. At the moment, Shryoan is busy consolidating its base and living up to its brand philosophy. While the future might see the brand grow into new avenues that emerge from the brand’s potential, the focus is on sustainability and not on the ‘exit option.’ The challenge is to create a brand that will have real and lasting credibility within the beauty industry.
