Mamaearth’s Parent Launches Affordable Makeup Line for Gen Z – What to Know

staze
Staze 3-in-1 Lipstick: 1 Product, Endless Looks (3 Gorgeous Shades, Starting Rs 449)

Honasa Consumer Limited (HCL), the company behind Mamaearth, dives into the colour cosmetics market with the launch of their new brand, Staze. This segment is currently dominated by big names like L’Oréal, Lakmé, and Sugar.

Honasa Consumer Limited (HCL) unveils Staze, their new colour cosmetics line, aiming to disrupt the market dominated by established players like L’Oréal, Lakmé, and Sugar. This brand boasts a unique creation process, developed by a global team of 43 beauty experts including product developers, dermatologists, social media influencers, and makeup artists.

Staze promises to redefine long-lasting, high-performance makeup for the modern consumer. Their “Staze 9to9” line features a proprietary C-Lock technology for 12-hour wear. This innovative pigment-locking technology acts as a shield against oil, sweat, and water, ensuring vibrant colour payoff and lasting protection.

“Staze prioritizes performance and cutting-edge technology, carving a unique space in the market,” says Ghazal Alagh, Chief Innovation Officer at Honasa Consumer Ltd. “We’re confident that Staze aligns perfectly with Gen Z’s desire for value and innovation, exceeding their expectations for high-performing makeup.”

Staze offers a range of colour cosmetics at accessible prices, with most products under Rs 300. Their innovative lineup includes a convenient three-in-one bullet lipstick featuring three distinct shades in a single package, starting at Rs 449. You can find this new line of products not only on their website (https://www.stazebeauty.com/), but also on major e-commerce platforms like Nykaa, Purplle, Amazon, and Flipkart.

Varun Alagh, Chairman and CEO of Honasa Consumer Limited, explains the motivation behind Staze: “Honasa has a history of innovation in the beauty and personal care industry (BPC). We identified a growing demand for high-quality, affordable colour cosmetics. With the segment experiencing a significant 12% annual growth rate and reaching a market size of Rs 15,000 crore, we saw an opportunity to fill a gap in the market. Staze is our response…”

This new product lineup targets young Indian women aged 18-24 who value innovation and quality makeup at affordable prices.

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