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Vellvette, parent company of beauty retailer Sugar Cosmetics Private Limited has partnered with Bollywood celebrity Kareena Kapoor Khan to set up a joint venture called Quench Botanics. the company will sell Koren beauty products in the Indian market to tap into the growing demand for this product category.

“Kareena has partnered with us in a joint venture as an investor and co-owner,” Sugar Cosmetics founder and CEO Vineeta Singh said, ET Bureau reported. “K. [Korean] beauty has taken over the global skincare; This will also be a great opportunity in India.”
the company predicts that Quench Botanics will become a Rs 100 crore business in terms of net income in the next 12 months. Korean beauty is especially popular among millennial and Gen Z consumers in India, which, coupled with Khan’s popularity across India, makes the company confident it can achieve rapid growth.
“the beauty explosion is real and is here to stay,” Khan told the Economic Times. “From being a beauty market in its infancy, India is growing in terms of awareness, education and aspirations. It is truly an exciting time to offer beauty solutions created for various skin concerns and climatic conditions in India.”
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