The skincare, haircare, cosmetics, and beauty product markets are experiencing remarkable growth, prompting a surge in the number of companies venturing into the beauty industry with their distinctive product offerings. Purplle serves as an exemplar of an e-commerce beauty brand that is rapidly expanding and positioning itself to compete with well-established industry leaders. In this article you will read the Purplle case study and find out how Purplle elevates your beauty game through its diverse range of products.

Established in 2011 and headquartered in Mumbai, Maharashtra, Purplle is a prominent Indian multi-brand beauty retailer specializing in the distribution of cosmetic and wellness products.


Purplle has rapidly emerged as a preferred destination for consumers seeking an extensive range of cosmetic, fragrance, skincare, and hair care products through its robust online platform. With a continually expanding portfolio of beauty and wellness essentials, the brand has successfully positioned itself as a distinguished leader in this industry. Purplle’s online storefront serves as a curated hub for renowned beauty brands and their diverse product offerings.

Purplle is committed to elevating the online shopping experience, setting itself apart as a premier choice for discerning consumers. Notably, the company achieved the remarkable milestone of attaining unicorn status on June 9, 2022, thereby joining the esteemed ranks of unicorn companies. This accomplishment underscores Purplle’s growing prominence and its dedication to providing exceptional products and services within the beauty and wellness sector.

Purplle – Key Company Highlights

Purplle, a prominent player in the beauty and personal care industry, boasts a series of notable achievements and milestones that underscore its success and prominence. Established as a frontrunner in the sector, Purplle’s journey is marked by its commitment to excellence and innovation.

Purplle Company Highlights

Below, we highlight some of the key achievements and attributes that define this industry-leading organization:

  • Industry Leadership: Purplle has established itself as a recognized leader in the beauty and personal care industry, contributing significantly to the ever-evolving landscape through its forward-thinking strategies and customer-centric approach.
  • E-commerce Prowess: As a digital-first brand, Purplle has harnessed the power of e-commerce to provide a seamless and convenient shopping experience for beauty enthusiasts. The company’s online platform has set new standards for user-friendly interfaces and a diverse product range.
  • Diverse Product Portfolio: Purplle curates a comprehensive and diverse product portfolio, offering an extensive range of beauty and personal care products. This commitment to variety ensures that customers can access a wide selection of high-quality items that cater to their specific needs.
  • Technological Innovation: The company’s continued investment in cutting-edge technology and user-friendly mobile applications has set it apart as a pioneer in the beauty industry’s digital transformation.
  • Customer-Centric Approach: Purplle’s unwavering commitment to customer satisfaction is evident through its personalized shopping experience, responsive customer support, and efficient delivery services. This customer-centric ethos remains a cornerstone of the company’s success.
  • Innovative Marketing Strategies: Purplle employs creative and impactful marketing campaigns that resonate with its target audience, further solidifying its brand presence and recognition in the market.
  • Sustainable Initiatives: The company is dedicated to promoting eco-friendly and sustainable practices in the beauty industry, contributing to a more environmentally responsible future.
  • Global Reach: With a growing international presence, Purplle has extended its reach to serve customers beyond its domestic market, strengthening its position as a global beauty retail player.
Mumbai, IndiaManish Taneja and Rahul Dash2011Manish

Purplle – Overview and Operational Approach

Purplle is an esteemed online retailer specializing in beauty and personal care products, offering a unique and tailored shopping experience to its discerning clientele. With a primary focus on skincare, haircare, cosmetics, and fragrances, Purplle has meticulously curated an extensive collection of premium products from renowned global brands, all available at competitive prices.

The foundation of Purplle’s business model rests on the idea of enhancing the customer’s shopping journey by factoring in individual preferences and specific hair and skin types. This personalized approach sets Purplle apart in the world of online beauty shopping. The platform is designed to empower customers to make informed decisions that best align with their personal needs and preferences, ensuring that they achieve the desired results from the products they purchase.

“Empowering Choices: Purplle’s Personalized Beauty Journey”

Purplle’s commitment to delivering exceptional customer service is another hallmark of their operations. Accessible through their dedicated customer care number, their customer service department is well-equipped to provide expert assistance and resolve any inquiries or concerns promptly. boasts an extensive product catalog encompassing an impressive array of offerings from over 650 renowned brands, featuring an extensive selection of over 50,000 SKUs. As of 2017, the platform collaborates with more than 300 specialized beauty sellers, emphasizing its commitment to maintaining the quality and efficient delivery of products through its comprehensive warehousing and logistics services.

“Cosmetic Resilience: Navigating the Beauty Industry in India”

Furthermore, Purplle has established strategic partnerships with over 6,000 salons, offering customers access to a wealth of detailed pricing information. This empowers customers to make informed choices when selecting the perfect beauty services that align with their preferences and needs.

The Purplle platform is thoughtfully organized around three major categories to cater to diverse customer needs. The first category, the Beauty Product Marketplace, encompasses a wide range of products spanning makeup, skincare, haircare, and more.

“Forecasting Radiance: India’s Personal Care Industry Post-Pandemic”

In the Salon Booking Marketplace, customers can seamlessly discover, explore, and book appointments at nearby salons and spas. Finally, Purplle Salons, the third category, represents the platform’s own network of Premium Economy Salons. Through this endeavor, Purplle aspires to deliver an exceptional salon experience, setting a high standard for customer satisfaction and beauty services.

The personal care and cosmetics industry in India have witnessed significant expansion in recent years, owing to the enhanced quality of life within the country. Prior to the onset of the COVID-19 pandemic, this sector had exhibited remarkable growth, with an estimated growth rate of 9.7% projected for the period spanning 2018 to 2023.

Subsequently, the industry’s progress encountered a notable deceleration in the wake of the pandemic. Specifically, during the period of 2019 to 2020, the growth rate tapered to 2.3%. Nonetheless, by December 2020, the industry had attained a market valuation of slightly over $15 billion.

Looking forward, the projections for growth in the period 2020 to 2021 indicate a more modest increase of 1.7%. However, the industry is poised for a resurgence commencing from 2022 onward, with anticipated revenue growth of approximately 2.8%. This positive outlook reflects the resilience and adaptability of the personal care and cosmetics sector in India, which is poised to recover and regain its momentum.

Purplle – Founders and Team Overview

Purplle Founders

Purplle, a pioneering entity in the beauty and cosmetics industry, was established in 2012 by a dynamic trio of co-founders. At the helm of this innovative enterprise is Mr. Manish Taneja, who serves as the Co-founder and Chief Executive Officer (CEO). Assisting him in steering the company to success is Mr. Rahul Dash, the Co-founder and Chief Operating Officer (COO). Additionally, the technical expertise and vision behind Purplle is entrusted to Mr. Suyash Katyayani, who holds the position of Co-founder and Chief Technology Officer (CTO).

This proficient and dedicated team of founders has worked tirelessly to shape Purplle into a prominent and customer-centric platform within the beauty and cosmetics sector. Their combined leadership, coupled with a commitment to excellence, has driven the company’s growth and reputation, making it a notable player in the industry.

Purplle: Startup Story

Purplle: Startup Story

The inception of Purplle as a cosmetics brand can be characterized as a strategic business decision to establish a prominent presence within the beauty industry. In contrast to sectors like furniture and home decor, the beauty, personal care, and cosmetics sector offers limited opportunities for customization. Conversely, when consumers seek to make online purchases of electronics, footwear, furniture, and apparel, they tend to gravitate toward established horizontal marketplaces such as Amazon and Flipkart, where they already have a high degree of familiarity and trust.

The co-founders deliberated extensively on their entrepreneurial endeavor, ultimately considering the sectors of both furniture and fashion. It became evident that the furniture industry required a substantial initial investment, while the fashion domain had already witnessed the emergence of formidable competitors such as Myntra and Jabong who had gained significant traction in their early stages. It was against this backdrop that Purplle was conceived and subsequently established.

Purplle embarked on its journey with an initial investment of Rs 40 lakhs in savings. The company achieved sales of Rs 45,000 within its first month, largely driven by support from friends and family. This modest beginning served as a catalyst, propelling the company forward with a remarkable 30% month-on-month growth rate from the second month onwards.

Recognizing the need for expansion and improved sales strategies, Purplle diligently focused on scaling its business in the years leading up to 2015. However, it was the pivotal year 2016 that brought a stark realization that significant changes were imperative. Five years had swiftly passed since their inception, and the founders found themselves with only 50 lakhs in their bank accounts by 2017.

In the face of this crucial juncture, Purplle’s leadership displayed unwavering confidence and determination. They decided to reinvent their business model and make pivotal decisions, fully aware of the accompanying risks. 

Their steadfast belief in their vision was underpinned by their invaluable data stack, a resource they had meticulously accumulated over the years. This wealth of data spanned diverse categories and provided invaluable insights into consumer behavior, ultimately becoming their unique selling proposition (USP).

Purplle – Business Model

Purplle - Business Model

Purplle, a prominent cosmetics brand, embarked on its journey in 2011 as a direct-to-consumer (D2C) beauty products retailer, establishing a robust presence through its eCommerce website and dedicated mobile application. In a fashion analogous to other industry leaders such as Flipkart, Amazon, and Nykaa, Purplle has successfully expanded its operations into the realm of private label products.

Purplle’s entry into the private label segment was marked by the incorporation of its in-house brand, StayQuirky, which was initially launched in 2015. This strategic move has allowed Purplle to diversify its product offerings and further cement its presence in the competitive beauty and cosmetics market.


 Purplle stands as a formidable force within the beauty and personal care industry, utilizing e-commerce as a catalyst to deliver a tailored and expansive shopping experience. Founded in 2011 and headquartered in Mumbai, Maharashtra, Purplle has swiftly broadened its product portfolio, positioning itself as a premier multi-brand beauty retailer in the Indian market.

The company’s unwavering commitment to excellence and innovation is prominently displayed in its notable achievements and operational milestones. Attaining unicorn status in June 2022 underscores Purplle’s escalating prominence and steadfast dedication to providing outstanding products and services. As a recognized leader in the beauty and personal care sector, Purplle has actively contributed to the industry’s transformation through forward-thinking strategies and a resolute customer-centric approach.

Purplle’s triumph is rooted in its adeptness in e-commerce, offering a streamlined and user-friendly shopping experience through its online platform. The company’s emphasis on technological innovation, diverse product offerings, and sustainability initiatives serves to distinguish Purplle in the fiercely competitive beauty market.

The pivotal role played by Purplle’s founders—Manish Taneja, Rahul Dash, and Suyash Katyayani—cannot be overstated. Their collective leadership, unwavering dedication, and entrepreneurial acumen have propelled the company’s growth and solidified its position as a prominent and customer-focused platform.