Sotrue crosses Rs 100 Crore ARR, strengthens position as consumer-first brand

Sotrue, a beauty brand, has achieved an ARR of ₹100 crores. This success can be attributed to the strategic focus, efficient capital utilisation, and profound knowledge of consumers, which have helped Sotrue scale up rapidly.

“Reaching ₹100 crore ARR so quickly is a reflection of staying true to one clear vision, building for real women with real needs,” said Gautam Khosla, Founder of Sotrue. “We focused on creating products that deliver instant results while being rooted in authenticity and trust. As we scale, our mission remains the same: to build India’s most loved glow-first beauty brand without compromising on what makes us relevant to our consumers.”

Sotrue had been operating under a lean marketing budget, but its focus on authenticity helped it in its marketing efforts. Their collaboration with influencers to connect with actual customers and share honest experiences helped attract and retain customers. The brand mainly operates online, with about 90% of its revenue coming from digital channels, supported by a limited offline presence.

Sotrue’s innovations in products have always been driven by consumer insights, especially from Tier 2 and Tier 3 cities. Feedback mechanisms have influenced their formulation, colour range, and product pipeline, making sure that their products resonate with their target consumers.

For the coming fiscal year, Sotrue aims to achieve a turnover of ₹200 crore. It is working toward expanding its offerings into various categories, such as face, eyes, lips, and even the body.