Now Reading: Digangana Suryavanshi launches cosmetics brand Glamirk
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Digangana Suryavanshi launches cosmetics brand Glamirk
The Story in Brief
Actress Digangana Suryavanshi has co-founded a cosmetics brand called Glamirk with Aqueel Ahmed, Poonam Dadhich and Vijay Laxmi Sharma. The brand approaches beauty as personal expression rather than prescribing a single definition of how women should look.
Suryavanshi said the brand was "wishful thinking" until it turned into reality. She recalled experimenting with her mother's cosmetics as a child before eventually creating a beauty brand of her own. The actress completed an MBA from NMIMS Mumbai alongside her acting career, which includes television, Bigg Boss 9, Bollywood films such as Jalebi and FryDay, and Telugu and Tamil projects.
Glamirk's positioning centres on letting consumers experiment with beauty without being restricted to a particular aesthetic. Suryavanshi said she hopes Glamirk becomes part of consumers' everyday beauty routines.
Indian Opinion Analysis
Suryavanshi joins a growing list of Indian celebrities launching beauty and wellness brands, a space dominated by actors like Deepika Padukone (82°E) and Katrina Kaif (Kay Beauty). What sets Glamirk apart is its emphasis on individual interpretation over trend-setting. The brand enters a crowded direct-to-consumer cosmetics market in India, estimated at over Rs 20,000 crore, where price sensitivity and shelf-space at retailers like Nykaa and Myntra determine survival. Suryavanshi's existing fan base from television and regional cinema gives Glamirk a launch audience, but repeat purchases will depend on product quality and pricing. The next signal to watch is whether the brand lists on major beauty platforms and what price tier it targets.
Suryavanshi joins a growing list of Indian celebrities launching beauty and wellness brands, a space dominated by actors like Deepika Padukone (82°E) and Katrina Kaif (Kay Beauty).
Source: bollywoodhungama.com
This brief was synthesised by AI from the source linked above. Methodology and corrections.
