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MARS Cosmetics has expanded its brick-and-mortar presence with the launch of its 45th Exclusive Brand Outlet (EBO) kiosk at Lake Shore Mall (formerly Viviana Mall) in Mumbai, marking another step in its nationwide offline growth strategy.
The newly opened kiosk reflects the brand’s focus on high-visibility, experience-driven retail formats that allow consumers to explore, test, and interact with its extensive range of colour cosmetics. Designed to cater to diverse Indian skin tones, the space is aimed at meeting growing consumer demand for hands-on beauty experiences, particularly in makeup categories where shade matching and trials play a critical role in purchase decisions.
MARS Cosmetics has been steadily strengthening its offline footprint through a mix of brand-owned kiosks and partnerships with established modern trade and beauty retailers. The brand currently retails through leading chains such as Health & Glow, Dabur NewU, Pantaloons, Shoppers Stop, and Lulu Blush, creating an omnichannel ecosystem that enhances reach while maintaining a consistent brand experience.
Commenting on the expansion, Pushpa Kandpal, Senior Manager – EBO Operations & Expansion at MARS Cosmetics, said offline retail continues to be a vital channel for beauty brands in India. She noted that Exclusive Brand Outlets enable the company to showcase its complete product portfolio while engaging directly with consumers, adding that the Mumbai launch reflects strong market response and the brand’s commitment to offering quality makeup at accessible price points.
Buoyed by strong demand from metro and Tier-1 cities, MARS Cosmetics plans to further accelerate its offline rollout. The brand is targeting the launch of 60 Exclusive Brand Outlets across India by the end of the current financial year, reinforcing its confidence in physical retail as a long-term growth driver alongside digital channels.
