MR.D.I.Y. launches Adorea Beauty to enter into India's beauty segment

MR.D.I.Y., a leading value retailer, has announced the launch of Adorea Beauty, its first dedicated beauty brand, created to make everyday beauty more accessible and trend-forward for Indian consumers.

Inspired by the idea of self-expression and everyday confidence, Adorea Beauty has been developed to cater to the evolving beauty preferences of today’s consumers. The range offers a curated selection of beauty essentials designed to make beauty discovery simpler, more accessible, and aligned with current trends.

“At MR.D.I.Y., our focus has always been on making quality products accessible to everyone,” said Vikas Gupta, the Group CEO of MR.D.I.Y. India. “With Adorea Beauty, we are extending that promise into the beauty category, bringing together a thoughtfully curated range of beauty products that combine quality, affordability and the latest trends. As consumer preferences continue to evolve, we remain committed to expanding our portfolio with products that meet our customers' evolving needs."

Adorea Beauty is now available across 400+ MR.D.I.Y. stores in India. With a growing presence across metro cities and Tier 2 markets, the brand aims to make quality beauty products more accessible to consumers nationwide.