Swiss Beauty Select Targets Rs 100 Crore in Premium Push

Swiss Beauty Select, the two-year-old premium arm of Swiss Beauty, is betting that Indian beauty buyers are ready to trade up—not just in price, but in product logic. The brand clocked roughly Rs 35 crore in FY25-26 and now projects over 100 per cent growth to cross Rs 70 crore in FY26-27, with a Rs 100 crore target for FY27-28, co-founder and director Mohit Goyal told ETRetail.

That is not a small side project. Select is expected to contribute about 10 per cent of Swiss Beauty’s targeted Rs 750-800 crore revenue this fiscal, rising to around 15 per cent as it scales.

A premium ladder, not a premium label

The clearest signal is price. Select’s average selling price sits around Rs 500, against roughly Rs 300 for the parent brand. That gap does more than lift margins—it lets the parent brand stay accessible while Select competes for a consumer who wants skincare-infused, high-performance makeup and is willing to pay for it.

In portfolio terms, this is a classic good-better-best stretch. Swiss Beauty owns the entry rung; Select owns the upper rung. The risk with such stretches is blurring—consumers cannot tell why the premium line costs more. Select’s answer is functional: skincare-infused makeup, more shade depth, and compact modern-trade presence.

Distribution as a positioning tool

Select is using where it sells to reinforce what it is. It is already present in about 70 per cent of Shoppers Stop stores, and Goyal frames modern trade as “one of our growth engines” because the audience has evolved. The company is also expanding through general trade outlets with beauty advisors, high-street stores and regional chains, especially in South India, while D2C grows aggressively.

The channel mix tells the story of a hybrid Indian beauty market. Swiss Beauty currently splits 70 per cent offline and 30 per cent online; next year it is targeting 65:35. That is not a retreat from offline—it is a rebalancing toward discovery and repeat buying online.

A quick scorecard:

• Rs 35 crore: Select’s FY25-26 revenue base.
• Rs 70 crore plus: projected revenue this fiscal, over 100 per cent growth.
• Rs 100 crore: FY27-28 target for Select alone.
• Rs 500 vs Rs 300: Select’s average selling price against Swiss Beauty.
• 65:35: targeted offline-to-online channel mix next year.

What marketers should borrow

Premiumisation works when the price gap is paired with a visible product difference. Skincare-infused formulas, deeper shade ranges and selective retail partners give consumers a reason to pay 60-70 per cent more. The company is also testing its own-store model cautiously—two Select outlets in Bareilly and Hyderabad’s Lulu Mall, with another 5-10 planned this year, plus a bigger push on mall kiosks. Measured EBO expansion makes sense: compact stores reduce capital intensity while kiosks build brand presence at lower risk.

For brand managers, the lesson is to treat a premium sub-brand as a separate pricing and distribution decision, not just a label change.

Source: ETRetail.com