Ghazal Alagh-led Mamaearth parent launches GenZ focused makeup brand Staze

Ghazal Alagh-led Honasa Consumer, the parent of Mamaearth and other notable D2C brands, has launched 'Staze', a colour cosmetics product. 

With this, The company aims to capture a share of the burgeoning colour cosmetics segment in India, which is currently dominated by giants like L’Oréal, Lakme, and SUGAR. The launch signifies Honasa's ambition to fill what it perceives as a "critical gap" in the market, targeting Indian women aged 18-24 with high-quality, affordable products.

Featuring proprietary C-Lock technology

Staze is introduced as a brand that sets "new standards for long-lasting, high-performance, multi-purpose makeup," crafted to meet the dynamic needs of the new-age consumers.

The brand's first range, Staze 9to9, features the proprietary C-Lock technology. This technology ensures 12-hour wearability by creating an impermeable shield against environmental factors like oil, sweat, and water. This technology promises unmatched colour payoff and protection, setting Staze apart in terms of performance and innovation.

Accessibility meets quality

With an average pricing of less than Rs 300, Staze aims to offer accessible luxury to its target demographic. The brand's pricing strategy is designed to attract young Indian women who prioritize innovation and quality without breaking the bank.

The product lineup includes a unique three-in-one bullet lipstick, offering three distinct shades in one convenient package, starting at Rs 449, alongside other innovative products.

Focusing on a digital-first approach

Staze is positioned as a digital-first brand, with its products available on its own website as well as on leading e-commerce platforms like Nykaa, Purplle, Amazon, and Flipkart. This approach aligns with the shopping habits of its target demographic, ensuring that Staze products are easily accessible to consumers across India.

Mamaearth financial growth 

The launch of Staze comes on the heels of Honasa Consumer Limited's impressive financial performance, with a net profit increase of 264% in the quarter ended December FY24. The financial stability, coupled with a strategic focus on innovation and market needs, positions Honasa and its new brand, Staze, for significant growth in the competitive colour cosmetics space.

As Honasa continues to expand its portfolio, which already includes brands like The Derma Co., Aqualogica, Ayuga, BBlunt, and Dr Sheths, the launch of Staze is a testament to the company's commitment to meeting consumers' evolving needs with innovative and accessible beauty solutions.