India, Sep 29: Swiss Beauty Select is marking its second anniversary, two years after entering the market with a premium makeup proposition designed for consumers who expect more from their beauty products. Launched in 2024 to mark Swiss Beauty’s 11th anniversary, Select has since developed into a distinct premium range, bringing together performance, skincare benefits and an elevated beauty experience across face, eyes and lips.
The two years have also been marked by Swiss Beauty Select’s retail expansion, with the opening of its recent larger-format store at Phoenix United, Bareilly, and its first larger-format store at Lulu Mall, Hyderabad, thereby further strengthening its presence across emerging markets.This momentum is supported by the brand's active Modern Trade presence, including Shoppers Stop and Lifestyle, which continues to build visibility and reach for Select across key retail destinations.
This year, the milestone is being celebrated with #SelectWhatsYours, a birthday thought rooted in the idea that beauty is not about following every trend, but knowing what feels like you. The campaign https://youtu.be/mRvjeZxqql4celebrates individual choices, personal beauty signatures, and the confidence to select what’s yours.
According to Mr. Mohit Goyal, Director and Co-Founder, Swiss Beauty, “The idea behind Select has been to approach makeup differently. Its portfolio combines colour cosmetics with skincare-led benefits, reflecting the way beauty consumers are increasingly choosing products today. Consumers are evolving and becoming far more discerning about what they want from their makeup, and Select is a very unique choice for them: high-performance, hardworking, skin-infused formulations that fit easily into everyday beauty routines.”
That approach has shaped a growing portfolio of products, including High On Glow Fixer, High On Shine Lipstick and the 12 Eyeshadow Palette, alongside newer launches such as Born To Bloom Blush + Highlighter, Born To Dazzle Glitter Spray and High On Moisture Primer. For beauty enthusiasts and makeup artists, the range brings together different finishes, textures and formats while keeping performance at the centre of the product experience.
Select’s premium positioning is equally central to its appeal. With products starting at approximately INR 399, is a bridge to luxury makeup, offering sophisticated packaging, considered formulations and performance-led products at a more enticing price point. The proposition is designed for consumers who want to explore premium beauty with confidence.
As the brand enters its third year, that proposition is reaching a growing audience across the country. Select is available through Swiss Beauty’s D2C platform, leading e-commerce platforms, Swiss Beauty Exclusive Brand Outlets, and select Modern Trade and General Trade Beauty Advisors’ outlets. Offline channels currently contribute around 65% of the business, while online accounts for the remaining 35%. Within digital, quick commerce has emerged as the fastest-growing channel.
The growing demand for Select is also reflected in its expanding retail footprint. Swiss Beauty Select currently has a presence across premium General Trade Beauty Advisors’ outlets and 300+ Modern Trade doors. Kiosks are another growth lever; the brand runs 40+ today and aims for 100+ outlets in the next 2 years across cities - metros and non-metro.
The journey is also beginning to extend beyond India. Select has entered the UAE, where it is currently available through platforms including Noon and Amazon, marking the first step in its international expansion plans.
For Select, the next phase will be defined by continued product innovation, wider distribution and a stronger focus on premiumisation. As consumers become more particular about formulation, performance and the overall makeup experience, the brand is looking to build on its hybrid beauty proposition and introduce products that respond to these evolving expectations.
