It used to be DTC = direct, accessible, no frills. But now, beauty founders are rewriting the script. Think affordable products with designer-grade packaging, branded collaborations, and luxe storytelling that feels aspirational, without draining your wallet. And Indian consumers are falling for it. It’s not just about price—it’s about purposeful polish that Gen Z can’t resist.

Tira x Abu Jani Sandeep Khosla: Designer Drop at DTC Speed

Born out of Reliance’s Tira, the giant beauty playground recently collaborated with celebrity designers Abu Jani Sandeep Khosla —an AJSK x Tira collection that sold out instantly.

What’s unique isn’t just the design—it’s the storytelling. Branded packaging, elevated visuals, smart motion content: this wasn’t a typical mass-market launch—it was a runway moment, delivered at DTC scale.

Inde Wild’s Ayurvedistry: Affordable Meets Artisanal

Inde Wild blends Ayurvedic traditions with modern biochemistry, backing its claims with science. Its visually striking, clinically positioned packaging appeals to urban audiences seeking both ritual and results. With hero products like HyaBright, Bakuchiol potions, and dark-circle elixirs, it positions itself as a premium indie brand at DTC prices—a winning combo in the “designer direct” fold.

Quench Botanics: Celebrity-Driven Credibility

With Vineeta and Kareena Kapoor onboard, Quench Botanics leans into celebrity equity—but pairs it with clean formulas and minimalist visuals. Their “Glow Trio” and texture-rich teasers in motion-forward campaigns feel designer-grade, while remaining accessible. It’s a strategic balance: affordable luxury with a slice of Bollywood cache.

Why These Luxury Collabs Work

A. Aspirational but Attainable Consumers want elevated experiences, not designer exclusives. They buy into the story, not just the shelf.

B. Visual Storytelling as Differentiator: Packaging, motion, product texture—they tell a brand’s story faster than pricing alone.

C. Physical Meets Digital In the era of seamless retail, online-first brands are delivering IRL moments à la luxury.

D. Gen Z & Millennial Values: These shoppers want style, substance, and sustainability—all wrapped in a brand that understands them.

Bigger Picture: DTC Brands Will Outpace Legacy Labels

New research shows DTC beauty brands are expected to outpace traditional luxury players in online revenue by 2025. They don’t just sell—they connect through data, build through digital-first strategies, and curate design in a way luxury houses wish they could pivot to.

The Affordability Factor

In India, e-commerce DTC margins are high—up to 60‑70%—giving brands room to invest in premium design while keeping prices accessible. That means lipstick doesn’t have to cost luxury, but it can look and feel like it does.

Admigos: Design Studio for the New-Age Founder

Admigos partners with rising brands to craft premium visual identity at DTC velocity. From textured packaging animations and hero campaigns to digital-first unboxings, we layer art, emotion, and scroll-stopping motion—so your affordable luxury feels unmistakably designer.

The Takeaway for Ambitious Founders

As the Indian beauty market matures—gearing toward $17.4 billion by 2025 —founders must think beyond products. It’s about craft, context, and curation. Become not just affordable, but desirable. DTC—but designer.