How FLiCKA Cosmetics Grew To ₹15.2 Cr By Owning Base Categories

For Priyanka Nawani, make-up was more than looking good. Coming from an apparel background and having run her family business, she understood how quality cosmetics could elevate confidence and reflect personal style. But when she began assembling her own beauty kit, a familiar dilemma surfaced. Affordable make-up often fell short on performance, while high-quality options priced many Indian consumers out. 

In 2017, Nawani joined forces with Mohit Pardasani (her spouse-to-be at the time) to set up FLiCKA Cosmetics. Their aim was to serve the ‘missing middle’ in India’s beauty market, which was largely split between mass products and global premium labels. Positioned as an affordable-luxury label, FLiCKA aims to bridge the gap between price and performance in India’s beauty and personal care market, estimated to reach $44.6 Bn by 2032.

Designing Base Make-Up For Everyday Use  

FLiCKA blended luxury with affordability, offering quality products without breaking the bank. Its vegan and cruelty-free, FDA-certified formulations are designed for Indian skin tones and climatic conditions, making routines feel more personalised and effective. 

Instead of overwhelming users with an endless product line, the brand focusses on base make-up and skin preparation suitable for everyday use. Its catalogue spans 550+ SKUs across five major categories, including essential face care, cosmetics for eyes, lips and nails, and make-up accessories. 

With more than 250 retail counters across the country and a growing online footprint, the brand is increasingly visible beyond metro-heavy beauty consumption hubs. This approach targets what the founders describe as an underserved market, a 285 Mn-strong middle market that premium-first beauty players have historically overlooked.

Pull-Led Growth In A Crowded Market

India’s beauty and personal care market is among the most competitive consumer categories today, crowded with both global incumbents and fast-scaling new-age brands. But FLiCKA’s USP isn’t discounting or rapid SKU growth. The brand focuses on product performance, a strong customer feedback loop and discovery through creators. Its standout products, including the primer and moisturiser, foundation and HD foundation, have sold out repeatedly, with pre-booking cycles, indicating a demand-led traction.

FLiCKA currently runs a team of 300+ people and sells its products through multiple channels, including: beauty advisor-led retail counters, its D2C website, marketplaces such as Amazon, Nykaa, Flipkart, Myntra, and Tira, and quick commerce platforms such as Blinkit and Zepto. 

FLiCKA’s revenue grew from INR 10.9 Cr in FY24 to INR 15.2 Cr in FY25, a 39% uptick. 

Since its launch, the brand has served around 7 Lakh users and reports a repeat customer rate of 30%. In 2025, it ranked No. 1 in the face primer category on both Nykaa and Amazon, expanded its pan-India reach and doubled down on influencer-led launches.

Taking Mass-Premium Beauty Beyond Metros

FLiCKA aims to achieve INR 50 Cr in revenue in FY26 and scale to INR 100 Cr by FY28. FLiCKA is committed to making high-quality make-up available outside Indian metros without compromising on price or performance. The focus will be on consistency, utility, and reach rather than pursuing exclusive, high-end products. 

As India’s beauty market continues to expand, FLiCKA bets that the next phase of growth will come from brands that understand Bharat as deeply as they know beauty and build for its consumer realities.

[Authored By Vandana Batra]

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