WishCare: The Premium Beauty Brand That’s Changing the Game, and It’s Growing 10X in Just Two Years! In a world full of beauty brands, how does one stand
In a world full of beauty brands, how does one stand out? WishCare, an efficacy-driven, premium beauty startup from India, has cracked the code—and it’s growing faster than ever.
With a 10X growth in just two years, WishCare has crossed a Rs 300 crore ARR, a feat that’s rare in the competitive beauty industry. And the story gets even more impressive.
Co-founded in 2020 by Stuti Kothari, Ankit Kothari, and Ayush Kothari, the brand is redefining the way India sees beauty, and it’s turning heads not just in the country but internationally.
In just 18 months, WishCare has experienced unprecedented growth, and it’s all about offering clinically tested, high-performance products with an efficacy-driven approach. For FY 2024-25, the brand is celebrating a Rs 200 crore revenue—and it’s on track to hit an annual run rate (ARR) of Rs 300 crore.
Here’s the kicker: The brand achieved 10X growth thanks to a strategic blend of community-driven trust, a strong focus on product innovation, and the backing of Unilever Ventures, which became its sole investor in FY24.
So, what’s driving WishCare’s meteoric rise in India’s bustling beauty market? It’s all about being efficacy-first.
From the get-go, WishCare’s focus has been on listening to real customer needs. Their products are designed to solve actual problems, from hair care to sun care, and body care. The brand places immense importance on consumer feedback, which has fueled their rapid evolution.
“Our growth is a testament to our community’s trust and our product-led innovation approach,” said Stuti Kothari, co-founder of WishCare.
The WishCare range isn’t about launching countless products—it’s about launching clinically tested ones that work. Their portfolio includes hair growth serums, SPF lip balms, and body sunscreens, each designed to meet specific needs.
For example, their Hair Growth Serum has become a standout product that’s helped shape the hair care segment. The SPF Lip Balm is quickly becoming a favorite among customers who seek both protection and care for their lips.
WishCare has mastered the art of category development. By introducing unique products like sunscreen for the body and multitasking hair care solutions, the brand has successfully tapped into underserved segments, making it one of the fastest-growing indie beauty brands in India.
What’s next for WishCare? Global expansion. The brand plans to go beyond India, offering its effective products to beauty enthusiasts around the world. But it doesn’t stop there. They are also ramping up their omnichannel strategy, moving seamlessly between online platforms like Amazon, Nykaa, and Flipkart, where they’re ranked as bestsellers.
This commitment to omnichannel play is key as it allows the brand to reach a wider audience while maintaining its commitment to product excellence.
Stuti, Ankit, and Ayush Kothari didn’t just build a beauty brand—they built a community-focused brand. The fact that they’ve been able to serve over 5 million customers is a clear indication that WishCare is more than just another beauty label—it’s a trusted name in the market.
And it’s not just about being a product brand; it’s about solving real beauty problems with innovative solutions that speak to modern consumers’ needs.
With Rs 300 crore ARR, the future for WishCare looks extremely bright. Here are a few things to watch for:
In an industry where success is often dictated by trends, WishCare stands out because it delivers on efficacy, not just promises. Its rapid growth proves that quality, trust, and innovation can set you apart—even in the crowded beauty space.
As they look to go global and expand their omnichannel presence, WishCare is more than just a brand—it’s a movement. One that’s redefining what it means to be a premium, effective beauty brand in today’s market.
