The Challenge
Elevate clean beauty with performance-led makeup for the modern Indian consumer.
Kiro Beauty entered the market with a mission to offer clean, high-performance makeup — a gap in India’s beauty industry.
The challenge was to expand their product portfolio with trendy, functional products while staying true to their 'clean, conscious, and care' ethos. NBW was tasked with building out an innovation pipeline that would delight consumers and deliver on international quality benchmarks.
The AHA Moment
Innovating Clean Beauty for Everyday Glam
With increasing demand for hybrid formulations (makeup + skincare), NBW worked with Kiro to create products that not only looked good but also cared for skin.
From SPF-infused illuminators to ceramide-rich lip glazes, every product became a balance of beauty and care. The 'Oh My Glow! Illuminating Moisturiser with SPF 50' became a standout — offering glow, protection, and lightweight wear for Indian weather conditions.
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Decoding Shade Diversity for Indian Skin
NBW ran extensive consumer studies, Amazon review mining, and trend research to finalize shades across categories:
- Lipsticks & Lip Glazes: Shades like warm nudes, earthy browns, and berry tones performed best.
- Face Products: Shades with warm undertones, golden highlights, and subtle rose hues were favored.
- Quads (Eyes & Lips): Combination palettes of browns, peaches, and dusty rose became everyday essentials for diverse Indian skin tones.
Building with Consumer Insight
Surveys, Focus Groups & Beta Testing
NBW and Kiro ran multiple consumer panels to refine textures and shade selections. Beta tests with early adopters provided feedback on application, longevity, and comfort.
Products like the 'Glossfinity Crème Gloss' and 'Hyperlasting Gel Kajal' underwent multiple rounds of reformulation based on consumer feedback before final launches.
Disruptive Packaging that Elevates Clean Luxury
NBW ensured Kiro’s packaging reflected its premium yet playful positioning.
- Multi-Sticks & Duo Products: Sleek, functional packaging with magnetic closures.
- Ceramide Drip Lip Glaze: Silicone applicator tubes with vibrant gradient packaging stood out on shelves.
- Quads: Compact, travel-friendly, with soft-touch finishes that enhanced the luxury feel. Every design balanced Instagram appeal with everyday usability.
Manufacturer & Supply Chain Excellence:
Global Expertise, Local Efficiency.
NBW connected Kiro with top-tier global and Indian manufacturers for both speed and quality. The focus was on:
- Rapid prototyping
- Scalable solutions
- Flawless shade matching and texture development
- Each launch was supported with robust planning and seamless execution — from formula finalization to photoshoot coordination and go-to-market strategy.
Launch Timeline:
- Key launches across lips, face, and eyes categories between June 2024 - March 2025.
- Products included Illuminating Moisturiser SPF 50, Ceramide Drip Lip Glaze, Wonder Wand Multi-Stick, Buff & Blur Concealers, and more.
