Swiss Beauty Select is marking its second anniversary with an expanded retail footprint and a growing premium beauty portfolio. Launched in 2024 to mark Swiss Beauty’s 11th anniversary, Select offers makeup products combining performance, skincare benefits and premium positioning.
The brand has recently expanded its offline presence with larger-format stores at Phoenix United, Bareilly, and Lulu Mall, Hyderabad. It is also present across Modern Trade networks, including Shoppers Stop and Lifestyle. The anniversary campaign, #SelectWhatsYours, centres on the idea of individual beauty choices rather than following every trend. Its portfolio includes High On Glow Fixer, High On Shine Lipstick, the 12 Eyeshadow Palette, Born To Bloom Blush + Highlighter, Born To Dazzle Glitter Spray and High On Moisture Primer.
According to Mohit Goyal, Director and Co-Founder, Swiss Beauty, “The idea behind Select has been to approach makeup differently. Its portfolio combines colour cosmetics with skincare-led benefits, reflecting the way beauty consumers are increasingly choosing products today. Consumers are evolving and becoming far more discerning about what they want from their makeup, and Select is a very unique choice for them: high-performance, hardworking, skin-infused formulations that fit easily into everyday beauty routines.”
Select is positioned as an accessible premium beauty offering. The brand is available through Swiss Beauty’s D2C platform, e-commerce platforms, Exclusive Brand Outlets, and select Modern and General Trade outlets. Offline channels currently contribute around 65% of Select’s business, while online contributes 35%, with quick commerce emerging as its fastest-growing digital channel. The brand has a presence across 300+ Modern Trade doors and operates more than 40 kiosks, with plans to reach 100+ kiosks over the next two years.
Select has also entered the UAE through platforms including Noon and Amazon, marking its first step towards international expansion. As it enters its third year, the brand plans to focus on product innovation, distribution expansion and premiumisation.
