Honasa Consumer announces its latest venture, Staze, a colour cosmetic line addition to Honasa’s portfolio. With its innovative take on colour cosmetics, Staze sets a new standard for long-lasting, high-performance, multi-purpose makeup, crafted to cater to the dynamic needs of new-age consumers.
The first range by the brand, Staze 9to9, is created with an innovative edge, powered by proprietary C-Lock technology that ensures 12-hour wearability. The colour-lock technology binds with pigments, creating a shield against environmental factors like oil, sweat, and water, delivering colour payoff and protection. The brand is created by a coalition of 43 esteemed beauty experts worldwide, including product specialists, dermatologists, influencers, and makeup artists. Thus, Staze represents a fusion of expertise and innovation, redefining the boundaries of beauty.
The product lineup includes a three-in-one Bullet Lipstick, offering three distinct shades in one convenient package starting at Rs 449 only, delivering value and versatility to consumers. Additionally, Staze’s comprehensive portfolio covers all makeup categories, from eyes to lips and face, ensuring a 12-hour long stay and performance across the board. With an average pricing of less than Rs 300, the brand presents affordable, high-performance colour cosmetics.
“Honasa has always been at the forefront of innovation and being the pioneers in the BPC industry, we recognised a vital opportunity to address the burgeoning demand for innovative yet accessible colour cosmetics. With the colour cosmetics segment boasting a compound annual growth rate (CAGR) of 12% and a size of Rs 15,000 crore, it became evident that there was a gap in the market. These factors paved the way for Staze which represents a strategic move for Honasa’s unique house of brand strategy to enter the color cosmetics market. Our brand’s target demographic is the vast cohort of Indian women in the age group of 18-24 segment, who prioritize innovation and quality at accessible price points. Our vision is to establish Staze as the go-to brand for performance-driven, glamorous cosmetics, setting new benchmarks for excellence in the category,” Varun Alagh, chairman, and CEO, Honasa Consumer, said.
The brand has launched with Hoansa Consumers’ digital-first approach and is available on its website along with e-commerce platforms Nykaa, Purplle, Amazon, and Flipkart among others. Staze aims to deliver value and innovation to Gen-Z consumers across the country.