MARS Cosmetics, one of India’s fastest-growing beauty brands, has strengthened its offline retail presence with the launch of its 45th Exclusive Brand Outlet (EBO) kiosk at Mumbai’s Lake Shore Mall (formerly Viviana Mall). The opening marks another key milestone in the brand’s aggressive brick-and-mortar expansion strategy.
The newly launched kiosk reflects MARS Cosmetics’ vision of creating high-impact retail spaces driven by consumer experience. These outlets are designed to help customers discover, test, and connect with the brand’s wide range of affordable luxury makeup, curated for diverse Indian skin tones. As beauty consumers increasingly seek trial-based experiences—especially in color cosmetics—MARS continues to view physical retail as a crucial driver of trust, engagement, and conversions.
Alongside its growing network of Exclusive Brand Outlet kiosks, MARS Cosmetics has also established strong partnerships with leading modern trade and beauty retail chains, including Health & Glow, Dabur NewU, Pantaloons, Shoppers Stop, and Lulu Blush. This dual strategy of brand-owned formats and large-scale retail collaborations has enabled the company to build a robust omni-channel presence, balancing reach, visibility, and a consistent consumer experience.
Commenting on the expansion, Pushpa Kandpal, Senior Manager – EBO Operations & Expansion at MARS Cosmetics, said, “Offline retail remains one of the most important channels for beauty purchases in India, especially for makeup where trial and shade discovery are essential. Our Exclusive Brand Outlets allow us to showcase our complete product range while directly engaging with consumers. The launch of our 45th EBO in Mumbai reflects the strong response we are receiving across markets and reinforces our commitment to offering high-quality, luxury makeup at affordable prices across India.”
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The brand is witnessing strong momentum in offline growth, driven largely by rising demand in metro and Tier-1 cities. MARS Cosmetics aims to expand its footprint to 60 Exclusive Brand Outlets nationwide by the end of the current financial year, underlining its confidence in physical retail as a long-term growth engine, even as digital commerce continues to scale rapidly.
With a strong consumer-first approach, MARS Cosmetics continues to adapt to the evolving preferences of Indian makeup users by launching new products, ensuring wider accessibility, and maintaining affordable pricing, all while steadily expanding its retail presence across the country.
