At Brands pe Charcha, we celebrate homegrown brands that dare to think differently. And when it comes to Indian cruelty-free makeup brands, Disguise Cosmetics is one that’s confidently breaking the mould.
With vibrant lipsticks, multi-purpose sticks, skin-friendly formulations, and an unapologetically bold tone, Disguise is more than just makeup—it’s a movement. One that speaks to the modern Indian consumer who wants ethical, effective, and expressive beauty products without the guilt.
Founded by three cosmetic scientists who walked away from traditional beauty conglomerates, Disguise isn’t here to play safe—it’s here to make noise, ethically.
Let’s dive into how Disguise Cosmetics is rewriting the beauty rulebook and what makes this brand one of India’s fiercest cruelty-free champions.
The Disguise Cosmetics Story: Built by Scientists, Rooted in Ethics
Founded in 2018 by Sankriti Choudhary, Arpita Das, and Nandini Baruva—three scientists with experience in the global beauty industry—Disguise was born out of a simple yet powerful question: Why can’t Indian makeup be bold, safe, fun, and cruelty-free—all at once?
They saw a massive gap in the Indian market: color cosmetics were either flashy but full of harmful chemicals, or clean but too clinical. So, they decided to build something better—India’s first scientist-led vegan makeup brand.
From day one, the brand promised:
- No animal testing
- 100% vegan ingredients
- Paraben-free, lead-free, toxin-free formulas
- Made-in-India with global safety standards
Disguise’s mission? To create makeup that performs like a pro, feels like skincare, and speaks your truth.
Brand Strategy: Science-Backed, Skin-Loving, and Unapologetically You
What makes Disguise Cosmetics so compelling is its unique balance between scientific credibility and personality-packed branding. It doesn’t just sell lipstick—it sells confidence, identity, and self-expression.
1. Beauty Meets Science
Disguise formulations are made in-house by cosmetic chemists, not outsourced or copied. They combine high-performance pigments with skincare-grade ingredients like marula oil, avocado oil, and shea butter—making their lipsticks, kajals, and illuminators not just look good but feel good too.
2. Minimal yet Expressive Packaging
Each product oozes personality with its quirky yet clean aesthetic. The colorful crayon-style lipsticks and sleek all-day gel kajals reflect the brand’s tone: bold but fuss-free, fun but functional.
3. Loudly Ethical, Quietly Confident
Rather than preach, Disguise lets its actions speak. Every box, every label, every post reinforces their vegan and cruelty-free values—without sounding self-congratulatory. It’s a masterclass in purpose-led branding.
Marketing Strategy: Disrupting Beauty Norms with Bold Storytelling
In an industry filled with filters and fluff, Disguise keeps it real. Their marketing is bold, inclusive, and rooted in authentic conversations with real people.
1. Real Faces, Real Stories
Disguise doesn’t rely on celebrities or airbrushed models. Their campaigns feature diverse faces, genders, and skin tones—celebrating individuality. Their social media content often highlights unedited selfies and customer testimonials, building trust and relatability.
2. Relatable Content, Not Just Glam
They educate without lecturing. Their Instagram isn’t just lipstick swatches—it’s filled with skincare tips, DIY makeup hacks, behind-the-scenes content, and Q&As with the founders. This helps Disguise connect with beauty lovers on a deeper level.
3. Community Building through Challenges
From the #DisguiseOnYou campaign to influencer-driven challenges like “Swipe & Slay,” the brand is tapping into Gen Z culture by making makeup fun, not intimidating. They encourage experimentation, not perfection.
Unique Campaigns and Innovations That Make Disguise Stand Out
Disguise may be young, but it’s already ahead of many legacy players in terms of creativity and innovation.
1. Build-Your-Own Box Model
One of their most-loved features is the custom makeup box, where you can create your own bundle of 3 or 6 products—tailored to your shades, moods, and budget. It’s a clever personalization strategy that also increases average cart value.
2. Disguise Mini Range
The brand launched travel-sized minis for their bestselling lipsticks and gel kajals, allowing users to try more shades affordably. It’s a great entry point for new customers and a genius way to boost repeat purchases.
3. Climate-Conscious Packaging
Disguise uses recyclable packaging and minimal plastic. They’ve also partnered with sustainable courier partners for eco-friendly deliveries. The brand openly shares its climate commitments—transparency that today’s consumer values.
The Business Side: How Disguise is Performing in the Indian Beauty Market
While Disguise isn’t a unicorn (yet), it’s steadily capturing the urban, educated, ingredient-aware beauty buyer. Here’s a peek into their growth:
- Launched in 2018 with just 8 SKUs; today has over 70+ SKUs across lip, eye, face, and nail categories
- Available on Nykaa, Amazon, Flipkart, and its own D2C website
- Sold over 1 million lipsticks by end of 2023
- Revenue estimated at Rs 18–22 crore annually, with YoY growth of 40%+
- Expanded into Tier 2 cities through influencer tie-ups and regional campaigns
The brand is now exploring international expansion via partnerships in Southeast Asia and the Middle East—focusing on cruelty-free Indian makeup for global audiences.
Disguise Cosmetics: Mind-Blowing Facts That’ll Impress Any Beauty Buff
- India’s first scientist-founded vegan makeup label
- Sold over 10 lakh units in 5 years
- One of the few Indian makeup brands PETA and Vegan Society-certified
- Over 80% of their customer base are repeat buyers
- Offers one of the widest cruelty-free lipstick ranges in India
- Products are made using clean lab testing protocols for safety and performance
Final Thoughts: Disguise is the Future of Conscious Beauty in India
In a world where consumers are growing more conscious of what they buy and why, Disguise Cosmetics stands as a bold and beautiful example of what modern beauty should look like—transparent, ethical, inclusive, and empowering.
At Brands pe Charcha, we believe Disguise isn’t just another startup in the beauty space—it’s a new kind of beauty leader. One that blends science and sass, ethics and expression, and performance with purpose.
So, the next time someone says Indian makeup can’t compete with the best in the world—just show them a Disguise lipstick.
