Recode Studios was founded with the vision of revolutionising the makeup industry by offering products that combine supreme quality with affordability. It has an online presence at shop.recodestudios.com. The mission is to become one of the nation’s largest platforms for beauty and lifestyle brands, providing a one-stop portal for all beauty and personal care needs.
Key Achievements and Highlights
· Last year, Recode Studios achieved net sales of 38.74 crore and is on track to close at 10.50 crore in the first quarter. They are planning to achieve 50 Crores in this Financial Year.
· The plans is to expand the product range this year, offering even more choices for our customers.
· Actress Swara Bhaskar serves as the brand ambassador, adding a touch of glamour and credibility to our brand.
· Recode Studios was featured on Shark Tank Season 2, showcasing its approach and gaining significant attention.
· It currently has 16 outlets across the country and are planning to open more this year to reach even more customers.
Unique Selling Points
1. It says that its products are 100% authentic, crafted with supreme quality ingredients to ensure the best results.
2. It added that it believes that high-quality beauty products should be accessible to everyone, which is why its products are affordably priced.
3. Recode products are smudge-proof and water-proof, designed to last all day without compromising on performance.
4. Its product line caters to diverse beauty needs, offering products to pamper and enhance one’s skin.
Medianews4u.com caught up with Dheeraj Bansal, Co-founder Recode Studios
Q. What was the gap in the market that led to the formation of Recode Studios? What is its USP in a competitive market?
Recode Studios was born of necessity, aimed at closing the gap between affordability and high-quality premium in the beauty industry. In an era where high-performance cosmetics were accompanied by a high price rate, Recode Studios entered the scene to provide international-grade products that were both affordable and efficient.
Its USP is providing smudge-proof, waterproof, and natural beauty solutions at affordable prices, by defying the argument that affordable makeup has to compromise on quality. The company has always set a niche in the minds of budget-savvy consumers who want professional-level results without burning a hole in their pocket.
Q. The mission is to become one of the nation’s largest platforms for beauty and lifestyle brands, providing a one-stop portal for all beauty and personal care needs. What does this entail?
Recode Studios’ mission is to become one of the nation’s largest platforms for beauty brands, evolving from a product-based brand to a comprehensive marketplace. This entails curating and hosting a wide range of beauty and personal care labels, both homegrown and global, on a single platform.
It means offering customers everything from skincare and makeup products, along with expert advice, tutorials, and personalised recommendations. The vision is to build a smooth, trusted platform where consumers are able to find, shop, and interact with various beauty solutions meeting their individual needs, all in one place.
Q. Recode Studios aims to generate Rs. 50 crore in annual sales. What is the game plan going to be to get there? What are the new products being introduced this year?
Reaching the milestone of ₹50 crore is a natural evolution of the momentum Recode has gained in the last few years. The area of focus is increasing our offline presence, scaling from 16 to 50+ stores by 2025 end, particularly in Tier Two and Tier Three cities where the demand for quality beauty products is booming.
We’re also increasing accessibility through strategic product placement and consistent consumer engagement. Our mission is simple: make premium beauty accessible to every customer, in every corner of the country.
Q. The focus is on delivering premium-quality cosmetics that are both innovative and affordable. What is the challenge in managing this?
The key challenge in delivering premium-quality cosmetics that are both innovative and affordable lies in balancing cost and quality. High-grade ingredients, research-driven formulations, and rigorous testing often drive up production costs. To keep prices accessible, brands like Recode Studios must optimise supply chains, invest in efficient manufacturing, and avoid expensive packaging or celebrity endorsements.
Additionally, staying ahead with innovation while meeting safety standards and customer expectations requires constant R&D investment. Managing this balance without compromising on product efficacy, brand trust, or profit margins is an ongoing challenge in a highly competitive and price-sensitive market.
Q. How is AI helping in this regard of being both innovative and affordable?
AI is taking a central role in keeping brands such as Recode Studios innovative and affordable as it makes, possible to analyze consumer behavior, allowing for accurate production of products based on market need and inventory management, trend prediction, and supply chain optimization while reducing waste and costs associated with operating.
AI tools also assist in virtual try-ons, customisation, and focused advertising at the customer level, improving customer experience without excessive expenditure. This effectiveness enables the brand to invest greater resources in quality and innovation and maintain competitive prices, so premium beauty is within reach of a greater number of people.
Q. The big recent news in this space is that Hailey Bieber’s skincare firm, Rhode, sold for 1 billion dollars in three years. Some call it a masterclass in modern marketing. It wasn’t just about skincare. It was about authenticity and storytelling. And it launched with just three products. What are the learnings from this success?
Rhode’s success reinforces that we at Recode have believed since day one, as authenticity, focus, and emotional storytelling are more powerful than a large catalogue. Launching with a limited range allowed Rhode to refine its identity, connect meaningfully with users, and build deep loyalty. At Recode, we started with just 5–6 SKUs and a bold idea to offer premium-quality beauty at affordable prices.
Like Rhode, we’ve let our story and product performance drive our growth. The biggest takeaway? Today’s consumer is driven less by quantity and more by brand soul. You don’t need 100 products; you need the right ones with a clear purpose and above all, honesty always wins.
Q. The acquirer elf bought a brand that knows how to own attention. Is that a key focus area for Recode Studios? Owning the consumer’s attention in a competitive market?
Absolutely. In a market flooded with choices, attention is no longer optional as it’s essential. But for us at Recode, it’s not about gimmicks or loud marketing, but it’s about creating moments of value and emotional connection. Whether it was offering products at Rs. 1 during the pandemic or curating a beauty space with 55+ trusted brands, we’ve always focused on relevance over noise.
Attention must be earned through consistent quality, honest pricing, and clear storytelling. Our mantra, “Every day is a fashion show,” isn’t just a slogan, it’s a mindset. We want every customer to feel seen, heard, and celebrated.
Q. Recode Studios famously failed to get funding on ‘Shark Tank’ maybe because a competitor brand’s founder was also a Shark. Was it difficult to deal with a public setback? Many viewers apparently were upset.
Yes, it was a tough moment, but setbacks are part of every entrepreneurial journey. Our Shark Tank experience didn’t define us; it revealed us. While we didn’t secure funding, what we did receive was massive public support and visibility.
Many viewers recognised the underlying dynamics, and their response reminded us why we started Recode: to disrupt, not to follow. We’ve never relied solely on investors as our growth has always been driven by our consumers and community. In fact, post-‘Shark Tank’, our sales and brand recall soared. That moment taught us that authenticity and resilience speak louder than rejection. We turned that “no” into a thousand “yeses” from people who now trust us even more.
Q. What marketing activities and innovations will Recode Studios be doing in the coming months? Will the thrust rest on digital or is traditional media also important?
Our focus in the coming months is to deepen engagement through a mix of innovative digital storytelling and strategic on-ground presence. Digital remains our core, whether it’s through performance marketing, influencer collaborations, or shoppable content.
We’re also exploring live commerce, interactive tutorials, and community-building via regional content. But we believe in balance as we scale across India, traditional media like print, outdoor branding, and retail activations will also play a vital role, especially in Tier Two and Tier Three markets. It’s not about choosing one over the other, but it’s more about reaching our audience wherever they are. Ultimately, our marketing is driven by authenticity and accessibility as the same values that built Recode from ₹1 products to a nationwide brand.
Q. The company focuses on Google Ads and Facebook. But with search algorithms changing quite frequently, how does the company adjust?
Adaptability is key in digital marketing, and at Recode, we treat algorithm shifts as opportunities rather than obstacles. Our in-house digital team constantly monitors platform changes, audience trends, and ad performance metrics in real-time. Instead of relying on one format, we run A/B tests, diversify content formats, and optimise campaigns with agility.
Most importantly, we focus on first-party data, storytelling, and value-driven content to stay resilient when algorithms fluctuate. Whether it’s Google, Meta, or emerging platforms, our core remains unchanged as honest products, sharp targeting, and meaningful engagement. Algorithms may evolve, but authenticity is timeless and that’s what keeps Recode front and center in the consumer’s mind.
Q. The company currently has 16 outlets across the country. What is the scaling-up plan? Which are the key markets and TGs being targeted for growth in 2025?
Recode is on an ambitious yet mindful expansion path. From our current 16 stores, our goal is to grow to more than 50 outlets by 2025. The target is Tier 2 and Tier 3 cities, where demand for good beauty products is elevated but availability is scarce. Although Delhi, Indore, Ahmedabad, Chennai, Lucknow, Mumbai, and Hyderabad are already operating, we are now looking to go deeper in emerging towns.
Our target audience is aspirational, value-conscious women between 18 and 35 years, looking for high quality at a non-premium price. Building our franchise model enables us to scale with local entrepreneurs who comprehend regional taste, remaining local while expanding nationwide.
Q. Is male beauty a whitespace?
Absolutely it’s one of the most underexplored and promising categories in Indian beauty.
At Recode, we see a growing demand from men who care about skincare, grooming, and self-expression, especially in Tier Two and Tier Three cities. However, most offerings are either too niche or too basic. This is a space hungry for innovation, relatability, and education. We believe men deserve the same quality and variety that women enjoy.
In 2025, we’re working toward expanding our unisex and men-specific product ranges, along with targeted content and offline experiences. Male beauty is no longer a trend as it’s a shift. Recode wants to be at the forefront of normalizing and shaping that conversation.
Q. Influencer marketing was a key component in Rhode’s success. What plans does Recode Studios have in this regard?
Influencer marketing is and will remain a powerful tool in Recode’s brand journey. But for us, it’s not about celebrity flash; it’s about real people with real influence. Our strategy is rooted in collaborating with regional and micro-influencers who genuinely connect with our audience, especially in Tier Two and Tier Three markets.
In 2025, we’re launching a Creator Community Program offering early access, co-creation opportunities, and affiliate rewards. From product demos to day-in-the-life storytelling, we aim to foster content that feels personal, not promotional. Like Rhode, we believe influence is earned through authenticity. Our goal is to build an army of voices that reflect our diverse, beauty-loving consumer base.
Q. Is the end goal an exit like Rhode’s?
An exit isn’t the goal, as it’s a possible milestone. At Recode, we’re focussed on building a legacy brand rooted in accessibility, authenticity, and performance. What Rhode achieved is remarkable, but our definition of success is broader: to become a household name in India and beyond while empowering communities through beauty.
We’re scaling through purpose, whether it’s via affordable luxury, regional expansion, or franchise partnerships. If an acquisition ever aligns with our mission and values, we’ll evaluate it thoughtfully. But today, we’re not building for an exit as we’re building for impact, inclusivity, and longevity. Recode’s journey is still unfolding, and we’re just getting started.
