Be Beautiful

What Be Beautiful does

Be Beautiful is an India-based digital beauty platform wholly owned and operated by Hindustan Unilever Limited (HUL), India's largest consumer goods company. The platform serves as a hybrid editorial content hub and direct-to-consumer e-commerce marketplace targeting beauty-conscious Indian consumers across women and men. Editorial coverage spans skincare, haircare, makeup, wellness, fashion, lifestyle, and astrology, with content authored by senior copywriters whose credentials include bylines in Vogue India, Femina, GQ, and Condé Nast Traveller.

The technical foundation is a Shopify-powered e-commerce storefront integrated with a content management system optimized for SEO. The platform's primary technical differentiator is Beautypedia, an A-Z ingredient and beauty term encyclopedia that decodes product formulations for consumer education and drives organic search discovery. Content architecture is organized around consumer-facing taxonomies — skin type, skin concerns, hair length, hair type, and concern-based categories (frizz, hair fall, acne, pigmentation) — that structure both editorial recommendations and product discovery.

The business model combines content-led growth with direct transactional commerce. Content (articles, tutorials, expert reviews) drives top-of-funnel organic engagement, while a curated product catalogue of Unilever and partner brands — Dove, Lakme, TRESemmé, POND'S, Simple, Love Beauty & Planet, Novology, Glow & Lovely — monetizes through one-time unit sales priced in Indian Rupees (₹190-₹999), with selective discounts of 5-25%. Distribution is digital-first via bebeautiful.in, with pincode-based delivery across India. Marketing channels include the website, email newsletter, Beautypedia SEO content, and Instagram. The platform operates exclusively in the Indian market and has 1-10 employees, consistent with its role as a focused digital channel within HUL's broader beauty portfolio.

Name

Be Beautiful

Legal name

Be Beautiful

Website

https://bebeautiful.in

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Be Beautiful is a Hindustan Unilever-owned digital beauty platform serving Indian consumers with expert editorial content and a Shopify-powered e-commerce marketplace for Unilever-owned skincare, haircare, makeup, and wellness products.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care E-Commerce

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

Keywords

• Beauty e-commerce
• Beauty editorial
• Skincare products
• Haircare products
• Beauty content platform

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations

Revenue model

1. E-commerce Product Sales: Direct product sales through their e-commerce platform featuring Unilever brands including Tresemme, Dove, Lakme, Ponds, Simple, Love Beauty & Planet, and Novology. Products include shampoos, conditioners, face washes, moisturizers, serums, sunscreens, and hair masks with prices ranging from ₹200 to ₹999+.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Be Beautiful is a content-led digital beauty platform that combines expert-authored beauty editorial (hair, skin, makeup, wellness, fashion, astrology) with a direct-to-consumer e-commerce storefront selling Unilever-owned beauty brands. The platform offers personalized product discovery across haircare (shampoos, conditioners, masks) and skincare (face washes, serums, moisturizers, sunscreens) priced ₹190–₹999, supported by tools such as the Beautypedia ingredient encyclopedia and category-based BePicks recommendations.

Product overview

Be Beautiful is a digital beauty platform operated by Hindustan Unilever that serves as both a content publication and e-commerce marketplace for beauty products. The platform offers curated editorial content across Hair, Skin, Makeup, Wellbeing, Lifestyle, Fashion, and Astrology categories, complemented by an integrated product commerce section. The product portfolio spans multiple third-party beauty brands including Dove, TRESemmé, Lakme, POND'S, Simple, Love Beauty & Planet, Novology, and Glow & Lovely. Core product categories include Haircare (Shampoos, Conditioners, Hair Masks, Hair Oils), Skincare (Cleansers, Moisturizers, Serums, Sunscreens), and Makeup (Primers, Foundations, Kajal, BB/CC Creams). The platform also features Beautypedia, an ingredient encyclopedia that decodes beauty ingredients for consumer education. Products are available through personalized recommendations based on skin type, hair type, and beauty concerns, with offerings organized by categories including Frizzy Hair, Hair Fall, Dandruff, Split Ends, Damaged Hair, Curl Care, Acne, Dry Skin, Dull Skin, Oil Control, Pigmentation, and Sun Protection.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Argan Oil & Lavender Sulfate Free Anti-Frizz Shampoo (400ml) Sulfate-free shampoo from Love Beauty & Planet formulated with natural argan oil and lavender extracts to control frizz and smooth hair. Targeted at Indian consumers seeking sulfate-free haircare solutions.
• Simple Refreshing Face Wash with Pro-Vit B5 + Vit E (150ml) Gentle facial cleanser from Simple Skincare formulated with Pro-Vitamin B5 and Vitamin E for sensitive skin and oil control. For consumers seeking mild daily skincare.
• Tresemme Keratin Smooth Shampoo (340ml) Shampoo from TRESemmé's Keratin Smooth line targeting hair fall and smoothing concerns, designed to strengthen and smooth hair. For Indian consumers managing frizz and hair fall.
• Dove 10 in 1 Deep Repair Treatment Hair Mask (300ml) Deep repair hair mask from Dove offering ten-in-one multi-benefit conditioning and repair. Targeted at consumers with damaged hair seeking intensive treatment.
• Acne Clearing Serum (Novology) Targeted serum from the Novology line featuring TT2 Technology, formulated for acne-prone skin to clear and prevent breakouts. For consumers seeking dermatologically-driven acne solutions.
• Tresemme Keratin Smooth Conditioner (190ml) Conditioner from TRESemmé's Keratin Smooth line designed to complement the Keratin Smooth Shampoo for smooth, silky hair.
• Lakme Sun Expert Tinted Sunscreen SPF 50 (100g) Tinted sunscreen from Lakme offering SPF 50 PA+++ broad spectrum UVA/UVB protection with blue light protection and no white cast, suitable for all skin types. For Indian consumers needing daily UV and blue-light defense.
• Glow & Lovely Ultralight Gel Creme (50g) Lightweight gel moisturizer from Glow & Lovely with Acai Berry and 3X Electrolytes, addressing dull skin concerns for normal, dry, sensitive, oily, and combination skin types.
• POND'S Anti-Pigmentation Serum with Gluta-Niacinamide Complex (28ml) Bright beauty serum from POND'S Skin Institute formulated with Glutathione and Niacinamide Complex to target pigmentation and uneven skin tone. For consumers seeking pigmentation correction.
• Lamellar Gloss Shampoo (340ml) Lamellar gloss shampoo from TRESemmé designed to deliver high-shine finishing results. For consumers seeking salon-style hair gloss at home.
• Lamellar Gloss Conditioner (190ml) Companion conditioner to the Lamellar Gloss Shampoo, designed to enhance hair shine and smoothness.
• Beautiful Curls Deep Moisture Miracle Hair Mask (300ml) Deep moisture hair mask from Dove's Beautiful Curls line, formulated for curl care and moisture retention. For consumers with curly hair seeking hydration.
• Beautiful Curls Defining Gel (100ml) Defining hair gel from Dove's Beautiful Curls line providing up to 48-hour curl shape definition. For consumers seeking long-lasting curl hold.
• Dove 10 in 1 Shine Revive Treatment Hair Mask (300ml) Shine-reviving treatment hair mask from Dove designed for dull hair, offering multi-benefit restoration and luminosity.
• Lakme 9to5 Vitamin C Serum (15ml) Vitamin C serum from Lakme's 9to5 line designed to brighten and improve skin radiance. For daily brightening routines.
• Lakme 9to5 Vitamin C Facewash (100g) Vitamin C enriched facial cleanser from Lakme's 9to5 line designed for daily skin brightening care.
• POND'S Anti-Pigmentation Serum with Gluta-Niacinamide Complex (14ml) Smaller-sized variant of POND'S Anti-Pigmentation Serum with the same Gluta-Niacinamide Complex formula for targeted pigmentation treatment and trial sizing.
• Lakme Sun Expert Dry Matte Fluid SPF 50 PA++++ Sunscreen Dry matte finish sunscreen from Lakme with SPF 50 PA++++ protection, formulated with 1% Niacinamide and Ceramide for skin barrier support. For consumers preferring a matte daily sunscreen.
• Indulekha Bringha Ayurvedic Oil (250ml) Ayurvedic hair oil from the Indulekha Bringha range positioned for hair fall and scalp nourishment. For consumers seeking traditional Ayurvedic haircare.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Purplle: India-based online beauty marketplace with a wide assortment of mass and premium brands plus growing private-label portfolio. Direct competitor to Be Beautiful in Indian beauty e-commerce with comparable category breadth.
• Tira: Reliance Retail-backed beauty marketplace offering premium and international brands with strong content and personalization. Competes head-to-head with Be Beautiful in the online Indian beauty D2C space, but with deeper capital from the Reliance ecosystem.
• Nykaa: FSN E-Commerce Ventures operates Nykaa, India's largest beauty and personal care multi-brand marketplace with content, private labels, and physical stores. Directly comparable to Be Beautiful as a content-plus-commerce beauty platform targeting Indian consumers, but with a much broader brand assortment and public-market scale.

Emerging players

• Sugar Cosmetics: Indian beauty brand with a strong content and influencer-led D2C motion across makeup and skincare. Comparable as a content-driven beauty commerce brand operating in India, though it is a single-brand house rather than a multi-brand marketplace like Be Beautiful.
• Mamaearth (Honasa Consumer): Honasa Consumer operates Mamaearth and The Derma Co., fast-growing Indian beauty/personal care D2C brands with strong content and SEO playbooks. Comparable as content-led Indian beauty commerce, though again a brand-led rather than marketplace model.
• mCaffeine: India-based D2C personal care brand with a content-and-community-led growth strategy in haircare and skincare. Comparable in GTM motion (content-led Indian beauty commerce) but operates a single brand rather than a multi-brand marketplace.

Broad incumbents

• Amazon Beauty (India): Amazon India's beauty vertical offers a wide assortment of mass, premium, and international brands. While not specialized in editorial content, it competes for the same transactional Indian beauty shopper as Be Beautiful with much larger logistics and marketing budgets.
• Flipkart Beauty: Flipkart's health and beauty vertical offers mass and premium brands across India with deep discounts and logistics scale. Competes with Be Beautiful for value-oriented Indian beauty shoppers, but without the editorial content layer.
• Sephora India: Global multi-brand beauty retailer operating in India via a Reliance partnership, carrying premium and luxury international brands. Competes for the same premium Indian beauty consumer as Be Beautiful but with a global brand portfolio and physical retail presence.

Others

• Vogue India: Condé Nast's Indian edition is a leading beauty editorial publication whose writers frequently contribute to Be Beautiful. Adjacent as a content authority rather than a direct commerce competitor; relevant for understanding Be Beautiful's editorial positioning and competitive set in Indian beauty content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bebeautiful_in
• Facebookfacebook.com/bebeautifulindia
• LinkedInlinkedin.com/company/beauty-by-louise

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Be Beautiful