Retail chain MR.D.I.Y. has entered the beauty category with the launch of Adorea Beauty, its first dedicated beauty brand in India. The new private label features nearly 200 products across colour cosmetics, skincare, nail care and everyday beauty essentials, spanning eye, lip, face and nail products, along with glitter collections and skincare offerings built around ingredients such as rice, matcha, hyaluronic acid and vitamin C.
The skincare portfolio includes clay masks, face washes, scrubs, toners, sheet masks, nose strips, under-eye hydrogel patches and makeup removers. The company said the range has been developed with Indian consumer preferences, usage occasions and value-conscious buying behaviour in mind, with inputs from beauty industry professionals.
Vikas Gupta, group CEO, MR.D.I.Y. India, said the brand’s focus has always been on making quality products accessible to everyone, and that Adorea Beauty extends this promise into the beauty category with a curated range combining quality, affordability and current trends. He added that the company remains committed to expanding its portfolio as consumer preferences continue to evolve.
Priced from ₹45, Adorea Beauty products are available across more than 400 MR.D.I.Y. stores in India. The launch is part of the retailer’s broader strategy to grow its private label portfolio across metro cities and Tier 2 markets, tapping into rising demand for affordable, accessible beauty products beyond major urban centres.
