For RENÉE Cosmetics, standing out in India’s crowded beauty market comes down to a simple philosophy: take risks, move quickly and give consumers more for their money. That thinking also shaped its recent collaboration with Orry, whose unconventional celebrity status and strong Gen Z appeal made him a natural fit for the brand.
“Orry and RENÉE is more like a match made in heaven,” says Ashutosh Valani, co-founder, RENÉE Cosmetics, describing the campaign as short-form, funky and very much of the moment.
The brand has remained heavily digital-first, with around 90% of its marketing spend historically directed towards digital platforms, including influencer-led campaigns. Yet Valani says RENÉE does not measure every piece of content purely through ROI. Instead, brand recall, conversations, shares, mentions and the aspirational value attached to its associations matter just as much.
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“We are okay, not everything has to be quantifiable. It’s okay if there is some content, we just throw it out there in the ocean and it will come back,” he says.
Product innovation remains another key differentiator. From its Madness pH lipstick and Bollywood Filter Primer to Midnight Kajal and its HD Pro 3-in-1 Makeup Compact, RENÉE has built its proposition around products that offer something distinctive at accessible price points.
“We act more, think less,” Valani says, explaining the company’s approach to innovation. Rather than obsessing over competitors, the brand identifies ideas it likes, takes consumer feedback and tests products in the market.
Value remains central to that strategy. “How can we give more of what people are already spending?” is the question that Valani says drives product development.
The brand is also seeing traction beyond metros, with around 40% of sales coming from Tier 3 and Tier 4 consumers. Its presence now spans more than 270 cities, while quick commerce is increasingly serving as a repeat-purchase channel.
Looking ahead, RENÉE is exploring categories including hair colour, skincare, face and body grooming, women’s grooming electronics and even ingestible beauty. But the ambition remains unchanged: “Just try to see how you can become number one.”
