Pilgrim, known for creating a skincare brand that uncovers global skincare secrets, led a strategic shift into the makeup market. This move was driven by the growing demand for holistic beauty solutions and the chance to leverage Pilgrim's expertise in natural ingredients and cultural insights. NBW was tasked with integrating makeup into Pilgrim's product line while staying true to its roots.

Traditional skincare brands are innovating by expanding into makeup, reflecting a shift towards holistic beauty that enhances appearance and offers skincare benefits. Inspired by international giants like L'Oréal and Estée Lauder, and successful Indian brands like Wow Skin Science and Nykaa, NBW created a unique path for Pilgrim to merge skincare and makeup.
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NBW’s insights led Pilgrim to create a
‍skincare-infused makeup line, starting with a multifunctional Lip, Eye, and Cheek Tint for value-conscious consumers. An illuminating moisturizer and glow primer were introduced as these are ideal single SKU products which don't take up too much inventory with shades and are also popular choices for first-time makeup users.

NBW meticulously analyzed hundreds of Amazon reviews(circle) to understand which lip shades(highlight) best suit Indian skin tones. The deep dive into consumer feedback revealed key preferences and insights. According to Cosmex Asia 2024, Nude, Camel, Mocha, and Taupe were going to be the most popular ones.

With different undertones like cool and warm, the top trending shades in lips were nudes with different undertones and pink with brown undertones did the best.

Preferred Shades & Undertones:
Indian women favor shades that enhance their diverse skin tones, such as pinks, browns, and berry tones. Many have naturally pigmented lips, making darker colors like deep reds and berries popular for providing even, vibrant coverage. These shades complement a wide range of skin tones and are suitable for various occasions. Due to diverse undertones, one shade doesn't fit all. A palette combining earthy tones with bright, poppy shades effectively addresses both pigmentation and undertone diversity, making it ideal for Indian lips.

Occasion Wise Breakdown of shades :
Indian women highly preferred pinks, wines & berry, and brown shades. Light pink was the most popular for various occasions, while dark wines & berry and mid-toned browns also enjoyed significant popularity. Additionally, light and dark browns, along with mid-toned and dark wines & berrys, were favored, showcasing a strong preference for versatile, rich shades

Each product in Pilgrim's makeup line boasts sophisticated, functional packaging. The liquid lipstick features a sleek bottle with a doe-foot applicator, while the glow primer comes in a portable plastic tube.

Disruptive packaging in beauty combines functionality with eye-catching design, using sustainable materials and innovative shapes.

Disruptive packaging in beauty and personal care revolutionizes the market by combining functionality with eye-catching design, creating memorable customer experiences. It often incorporates sustainable materials, innovative shapes, and interactive elements to stand out on shelves and resonate with eco-conscious consumers.

This approach not only enhances brand identity but also drives customer loyalty by aligning with evolving consumer values.