Consumers no longer want to choose between makeup & skincare: Vidushi Goyal, Swiss Beauty

In a category that thrives on aspiration, expression, and innovation, Swiss Beauty has carved a unique space for itself by being both accessible and aspirational. Over the years, the brand has transformed from a mass-market player into one with an expansive portfolio that speaks to diverse audiences. Vidushi Goyal, Chief Marketing Officer at Swiss Beauty, sheds light on the strategic insights that led to this diversification, the brand’s efforts to blend beauty with care, and how influencer marketing, digital-first storytelling, and OTT integrations are helping the brand stay ahead in a cluttered, content-rich landscape. Goyal also shares a glimpse into what 2025 holds for Swiss Beauty, with new launches, bold campaigns, and a continued focus on democratising beauty, without compromise.

Edited Excerpts

Swiss Beauty has evolved from being a mass-market brand to catering to diverse segments with sub-brands like Craze and Select. What was the insight behind this segmentation?

Over the years, we’ve seen a clear shift - beauty buyers today are not just looking for affordability; they want products that align with their lifestyles, aspirations, and self-expression. This led us to introduce Craze and Swiss Beauty Select, two distinct sub-brands designed to cater to different consumer segments. Craze is our answer to Gen Z’s demand for bold, playful, and trend-driven beauty. This generation thrives on self-expression, and their makeup choices reflect that. With vibrant packaging, quirky formulations, and multitasking products, Craze is designed to be fun, accessible, and versatile. On the other hand, Swiss Beauty Select was born out of the growing trend of premiumization in beauty. Today’s consumers are increasingly looking for high-performance formulations infused with skincare benefits, and Select delivers exactly that.  This segmentation allows us to stay relevant across different beauty consumers. By diversifying our offerings, we ensure that Swiss Beauty remains a brand of choice across multiple consumer touchpoints.

With premiumization becoming a major trend in the beauty industry, how is Swiss Beauty Select reshaping consumer perception of the brand beyond affordability?

Swiss Beauty has built its reputation by offering high-quality beauty products at accessible price points, but today’s consumers are looking for more than just affordability—they want products that combine performance, quality, and skincare benefits. That’s where Swiss Beauty Select comes in.

Designed for the mass-premium segment, Swiss Beauty Select offers high-performance formulations infused with skincare properties, catering to consumers who seek more from their makeup. Whether it’s long-lasting wear, skin-nourishing ingredients, or sophisticated finishes, Select ensures that beauty is not just about aesthetics but also about care and quality. Swiss Beauty Select positions itself as a trusted choice for consumers looking to upgrade their beauty routines without stepping into the luxury price bracket. This launch is a natural evolution for Swiss Beauty, demonstrating that we are not just a brand that makes beauty accessible, but also a brand that continues to innovate and elevate alongside our consumers.

As beauty consumers become more ingredient-conscious, the line between makeup and skincare is rapidly fading. This isn’t just a trend, it’s the future of beauty. Consumers no longer want to choose between makeup and skincare, and with Swiss Beauty, they don’t have to. By blending performance-driven cosmetics with science-backed skincare, we’re ensuring that every application is as beneficial as it is beautiful.

What role do influencer collaborations and social media storytelling play in building brand loyalty and driving sales for Swiss Beauty?

Consumers today seek real, relatable experiences before making a purchase and by working with influencers across different audience segments, we ensure that Swiss Beauty remains relevant, aspirational, and trusted. Beyond product visibility, social media storytelling allows us to create an emotional connection with our audience. From trend-led content to interactive tutorials, we use digital platforms to foster a sense of community. This approach not only enhances brand loyalty but also translates into sales, as consumers increasingly rely on influencer recommendations and peer validation in their beauty purchase journeys. However, as the influencer marketing space becomes more saturated, authenticity is key. Instead of volume-driven collaborations, we focus on meaningful partnerships that align with our brand ethos and genuinely resonate with consumers. This ensures that Swiss Beauty continues to engage its audience in an impactful and credible way.

OTT platforms have emerged as a powerful medium for targeted advertising. How is Swiss Beauty leveraging streaming platforms to reach beauty-conscious consumers in a cluttered market?

OTT provides us an opportunity to connect with beauty-conscious consumers in an immersive and non-intrusive way, seamlessly integrating our brand into their viewing experience. We’ve leveraged OTT for both mass reach and niche engagement. During the IPL season, we ran targeted ads to capture a wide, engaged audience, ensuring high visibility at scale. Meanwhile, our collaboration with Swipe Ride, hosted by Kusha Kapila, took a more organic, content-led approach, blending beauty conversations with entertainment in a way that felt authentic and engaging. As digital consumption continues to grow, OTT will remain a key part of our strategy to cut through the clutter, offering a balance of impact-driven advertising and engaging storytelling.

Which channels have proven to be the most effective in terms of ROI? With data-driven marketing being key to growth, what are some insights into which platforms or strategies yield the highest conversions for Swiss Beauty?

Our media mix is a blend of ATL and BTL activities, spanning print, OOH, in-store promotions, social media, and performance marketing. However, digital channels have emerged as the most impactful, reflecting the broader industry shift toward social-first consumer engagement. With beauty shoppers increasingly discovering, researching, and purchasing products online, our focus on social media, influencer collaborations, and performance-driven campaigns has yielded the highest ROI. Platforms like Instagram, YouTube, and e-commerce marketplaces play a crucial role for us. Beyond digital, in-store activations remain key for consumer trust and product trial. Strategic placements, experiential retail touchpoints, and expert consultations help reinforce purchase decisions and drive sales. By continuously analyzing data and consumer behavior, we refine our strategy to ensure each platform serves a distinct purpose—brand building, engagement, or direct conversions—while working cohesively to strengthen Swiss Beauty’s market presence.

What can consumers expect from Swiss Beauty in 2025? Any upcoming launches or campaigns that align with the brand’s evolving strategy?

2025 is set to be a milestone year for Swiss Beauty, as we expand our portfolio and push creative boundaries in both product innovation and marketing. On the product front, we are expanding both Swiss Beauty Select and Craze by Swiss Beauty. Select will see new skincare-infused makeup innovations, while Craze, our Gen Z-focused sub-brand, will bring vibrant, trend-driven formulations designed for self-expression.

From a marketing perspective, we are doubling down on culture-first storytelling and digital innovation. We recently launched a rap anthem for Craze by Swiss Beauty, tapping into the pulse of Gen Z and celebrating individuality through music and beauty. Moving forward, expect larger-than-life digital campaigns, influencer-driven narratives, and immersive offline activations. We have always been about democratizing beauty without compromise, and 2025 will be no different. Whether through cutting-edge product innovation, bold marketing, or experiential engagement, we’re committed to pushing the boundaries and redefining what beauty means for today’s consumers.