Best Beauty Startups of the Decade: Innovation, Impact, and Inspiration
- Simran Khanna
- 5 sept
- 3 Min. de lectura
The beauty industry has undergone a massive transformation in the last decade. Fueled by technology, changing consumer behavior, and the rise of social media, beauty startups have emerged as the true disruptors of the market. From direct-to-consumer (D2C) beauty brands to tech-enabled salon chains, these startups have redefined how we discover, buy, and experience beauty.
In this article, we explore some of the best beauty startups of the decade, highlighting the ones that have not only scaled successfully but also left a lasting impact on consumers and the industry.
1. Nykaa – One of India's Best Beauty Startup
When we talk about beauty startups in India, it’s impossible not to start with Nykaa. Founded in 2012, Nykaa revolutionized the way Indians shop for beauty and wellness products. With its omnichannel strategy, exclusive brand tie-ups, and IPO success, Nykaa became a benchmark for the beauty retail ecosystem.
2. Sugar Cosmetics – Affordable Glam for Millennials
Sugar Cosmetics has positioned itself as the millennial-friendly beauty brand. Known for its bold lipsticks and cruelty-free products, the startup leveraged Instagram marketing and influencer collaborations to dominate the affordable makeup category.
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3. Mamaearth – Natural & Sustainable Beauty
The demand for natural beauty products saw exponential growth, and Mamaearth tapped into this perfectly. With toxin-free skincare and baby-care products, Mamaearth became one of the fastest-growing beauty startups in India. Its eco-conscious branding and celebrity endorsements further boosted its credibility.
4. Glam Studios – Affordable Salon brand for the Masses
While many beauty startups focused on products, Glam Studios disrupted the salon industry. Founded with the vision of making professional beauty services affordable and accessible, Glam Studios operates on an asset-light salon franchise model.
Why it stands out:
First mover in the organized budget salon franchise space.
Cloud-based tech for salon management.
Targeting the middle-class segment, which represents the largest consumer base in India.
Over 350+ outlets across cities, with plans to scale to thousands more.
Glam Studios has become a case study in beauty-tech enabled salon franchising, proving that beauty services can be standardized, affordable, and still deliver high repeat rates (40%+).
5. MyGlamm – Social Commerce Meets Beauty
MyGlamm is one of the fastest-scaling beauty commerce platforms, blending social media with product sales. Its strategy of acquiring content companies like POPxo and BabyChakra allowed it to build a strong ecosystem of content-to-commerce in beauty.
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6. Wow Skin Science – The Amazon-Native Wonder
Wow Skin Science is a D2C beauty brand that became famous for its apple cider vinegar shampoo. Its growth on Amazon and Flipkart showcases how digital-first beauty brands can scale quickly with the right hero products and consumer trust.
Conclusion: The Decade of Disruption in Beauty
The best beauty startups of the decade have shown that success lies in innovation, accessibility, and authenticity. Whether it’s Nykaa redefining e-commerce, Mamaearth championing sustainability, or Glam Studios building the largest affordable salon chain, each has carved its niche.
For entrepreneurs and beauty enthusiasts, these startups prove that the industry is no longer limited to luxury players — it’s an ecosystem where tech-driven, affordable, and consumer-first models can thrive.
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