Can Flicka Cosmetics Take On SUGAR And Lakmé With Its Affordable Premium Makeup?

For Priyanka Nawani, makeup was never just about enhancing appearances — it was a form of self-expression and empowerment. As a professional makeup artist, she understood the power of high-quality beauty products but realised that most affordable cosmetic options in India suffered from severe quality issues, while premium brands remained out of reach for many consumers. 

This growing disparity in the beauty industry inspired her to team up with Mohit Pardasani to create Flicka Cosmetics, a brand that merges luxury and affordability without compromise.

Catering To An Underserved Market With Quality And Affordability

Founded in 2017, Flicka Cosmetics set out to revolutionise the Indian beauty market with high-performance, vegan, cruelty-free, and FDA-certified makeup. Today, the brand has carved a niche for itself in India’s beauty industry, catering to the country’s burgeoning middle class and filling the void left by expensive global brands.

Flicka Cosmetics recognised a critical gap in India’s $33 Bn beauty and personal care market. While global players dominated the premium segment, consumers in Tier 2 and Tier 3 cities struggled to find high-quality makeup at reasonable prices. With over 500 retail counters nationwide, Flicka focussed on creating products designed specifically for Indian skin tones and climate conditions, offering formulations that were lead-free, sulphate-free, and paraben-free.

Its flagship products, including the Silk Touch Primer & Moisturiser, The Base Story Foundation, and Flawless Femme HD Foundation, quickly became customer favorites, with multiple sold-out cycles and pre-bookings. The brand also prioritises consumer education, helping users make informed choices about the ingredients in their makeup and avoid harmful chemicals.

Accelerating Growth With A Multi-Channel Retail Strategy

2024 proved to be a landmark year for Flicka Cosmetics, marked by an 80% growth in overall revenue. The brand leveraged quick commerce and scaled its presence on Nykaa, one of India’s largest beauty platforms. This expansion, combined with Flicka’s entry into three new Indian states, reinforced its mission to serve a wider audience. 

The D2C brand’s revenue grew from INR 9.45 Cr in FY23 to INR 10.95 Cr in FY24, fuelled by an expanding customer base, better brand recognition, and deeper penetration into the Indian beauty market. With plans to reach INR 24 Cr in FY25, Flicka is setting the stage for rapid scaling through new product launches, strategic market expansion, and deeper engagement with consumers.

The brand is working on an aggressive growth strategy to achieve INR 100 Cr in revenue within the next two years. Expanding its quick commerce presence for faster deliveries and better accessibility remains a key focus, along with scaling up on major marketplaces. Flicka is also strengthening its retail footprint across 1000 offline stores in the next phase of growth while innovating with new product categories based on evolving beauty trends.

[Authored By Anirudh Trivedi]