Without R&D and innovation, every brand becomes monotonous: Saahil Nayar, Swiss Beauty

Swiss Beauty is India’s leading and fastest growing beauty and cosmetics brand that started in 2013 and aims to be every makeup lover’s BFF. With an in-depth understanding of Indian beauty needs, Swiss Beauty incorporates global cosmetics standards to create products that are highly innovative, longwear and comfortable to wear.

In an exclusive interaction with Adgully, Saahil Nayar, CEO, Swiss Beauty, speaks about the growth of company and the journey so far, along with some insights into the research and development process of Swiss Beauty, and more.

What inspired you to establish Swiss Beauty, and what is the company’s mission and vision in the beauty industry?

Amit and Mohit Goyal, co-founders of Swiss Beauty, established the company in 2013 with a clear vision and mission in the beauty industry. The brand was created because there was a need for high quality makeup that does more than it costs. The Indian makeup landscape either had costly brands that were not value for money or brands that did not offer quality. Swiss Beauty bridged this gap and gave the Indian consumer what they deserve – a high-functioning, comfortable, makeup brand.

Swiss Beauty’s mission is to provide Indian consumers with high-end and aspirational cosmetic products, enabling them to feel their best selves. Our diverse product range is mindfully curated to cater to a range of Indian skin tones.

At Swiss Beauty, we firmly believe in celebrating the uniqueness of every Indian and their ability to exude confidence and individuality. Our vision is to offer a diverse range of products that cater to various premium and professional needs, focusing on colour cosmetics. Along with building a robust presence in India, we plan to foray into global territories. At the same time, we are determined to explore new product categories, such as body care and grooming tools, to meet the evolving demands of our discerning customers.

What sets Swiss Beauty apart from other beauty brands in the market, and how do you maintain a competitive edge?

The key reason is that the brand offers makeup that does more than it costs, moreover it caters to every age, every skin, every tone, regardless of the demography.

We do not restrict our products to a certain gender or skin type. Our focus is on setting new beauty standards, and our cosmetics range caters to every gender, skin tone and shade. Embracing all forms of beauty is at the core of our brand philosophy, which resonates deeply with our diverse customer base.

To maintain a competitive edge in this open market, we embrace our individuality while acknowledging the healthy competition from other brands. We believe in continuous innovation, which drives us to elevate our products and services. This constant vigilance and motivation to strive for perfection enable us to serve our consumers with the finest cosmetics and skincare products. Our ultimate goal is to maintain exceptional standards while ensuring accessibility and approachability for all our valued customers.

Could you share some insights into the research and development process for your beauty products and the role of innovation in your brand’s success?

Innovation in beauty products has always been a driving force behind Swiss Beauty’s success. Identifying untapped opportunities is a significant aspect of our research and development process. For instance, we were the first to introduce liquid eyeshadow, a concept that had already gained prominence internationally, but was novel in India during our launch. Moreover, our R&D has achieved excellence in formulating matte lipsticks that are exceptionally smooth, non-transferable, and matte — all at once. Now, our primary focus is on infusing beauty products with skin-enhancing serums and ingredients. Last year, we added Pro Primer with Vitamin C and Airbrush foundation with the goodness of Hyaluronic acid. These two are excellent makeup products and benefit skin health under makeup.

Without R&D you cannot really go, you have to keep following trends, consumer insights and source the best material and product for the customer, a product that can be the next trend. Moreover, without R&D and innovation, every brand becomes monotonous at some point both in terms of its product offerings and its language.

How does Swiss Beauty prioritise sustainability and ethical practices in its operations, including sourcing, manufacturing, and packaging?

In the last decade or so, there has been an increased emphasis on the beauty industry’s impact on the environment. This has increased the surge in demand for cruelty-free and vegan makeup. As a beauty brand, we take a firm stance against animal cruelty and support sustainable approaches. We believe that aligning beauty routines with values allows us to consciously minimise harm to animals and the planet. Our cruelty-free and vegan formulations not only provide exceptional results, but also demonstrate our commitment to the well-being of animals and the environment. We prioritise sustainability and ethical practices throughout our operations, encompassing sourcing, manufacturing, and packaging. Swiss Beauty is also a certified animal test-free and vegan brand by PeTA, which clearly shows the brand’s commitment towards the greater cause.

What are some of the most popular or best-selling products from Swiss Beauty, and what makes them unique or effective?

We have multiple best-selling products across categories. However, one product that most of our customers love is the Liquid Concealer, which sells every 30 seconds. Besides that, our makeup palettes have emerged as the top-selling products in online and offline markets. Additionally, our Makeup Fixer, Colored Eyeliner, Plump Up Lip Gloss, HD Matte Lipstick, and Airbrush Foundation, have gained significant popularity among consumers. During festive seasons, our makeup kits and combos witness substantial sales, making them essential SKUs in our product line-up. These products stand out for their effectiveness, quality, and appeal to our diverse customer base.

How does Swiss Beauty engage with customers and build a strong, loyal community around your brand?

The Indian beauty and makeup market has become a paradise of trends. From no-makeup makeup looks to multifunctional and minimalist looks, Indian consumers have opened up to new experiences and experiments. The consumer also expects high performance from the product, while being environmentally friendly. Besides having a product portfolio over 1,500 SKUs, we keep engaging with our customers through social media posts, lives, email journeys, Whatsapp and AMAs on our brand handles.

What challenges and opportunities do you see in the beauty industry, and how does Swiss Beauty plan to adapt and thrive in the future?

AI is something that we are looking forward to, and we want to see how it’ll take shape around the makeup and beauty industry in India. We are constantly looking out for innovations and want to build a complete world of beauty for the consumer.

Could you share some upcoming plans or initiatives from Swiss Beauty that customers and the beauty community can look forward to?

We intend to go strong with our expansion plans. We recently launched our Exclusive Beauty Outlet at Elante Mall, Chandigarh and we are planning to expand rapidly in this space by next year. Apart from that, we’ll also see the brand’s presence across certain modern trade stores. With new launches and innovations, one thing that we can promise is that Swiss Beauty’s customers are in for a delightful makeup journey.

What has been the most rewarding aspect of leading Swiss Beauty so far, and what lessons have you learned along the way? 

One of the most rewarding aspects is getting to shape the Indian Beauty landscape with a solid narrative around making high-functioning and affordable beauty available for everyone. Another one would definitely be working with Founders, who have such a positive outlook both for the brand and for the greater good of society, it’s also been about learning and growing with an exceptional team.

When you are working in a beauty brand, you get to meet a lot of people, you see how the consumer market is changing, how consumer perspective and brand perspective can be very different, there are a lot of things to learn every day. And I believe that you should never stop learning.

How do you see Swiss Beauty contributing to the global beauty industry and making a positive impact on customers’ lives?

At Swiss Beauty, we believe that beauty is more than just looking good. It is more about how one feels. For the last one decade, we have devoted our competencies to meeting the beauty desires of women of all ages and from all walks of life. We intend to make our customers, in India and international markets, feel the best version of themselves with our all-inclusive high-quality cosmetics range. The aim is to make Swiss Beauty and Makeup the BFF of every consumer, something that can be their sounding board.