MARS Cosmetics targets ₹750 crore in FY27 as it expands stores, general trade and quick commerce

MARS Cosmetics is building toward a ₹1,000 crore revenue ambition by the following fiscal year, after estimating ₹550 crore in revenue last year. The beauty brand plans to grow from 50-plus to 70–75 EBOs, add general-trade outlets and launch skincare, while quick commerce contributes 25–30% of online sales.

— Source publishedMon, 27 Jul, 2026, 08:15 IST·First seen Mon, 27 Jul, 2026, 11:42 IST·Source ET Retail

What happened

MARS Cosmetics targets Rs 750 crore FY27 revenue and Rs 1,000 crore by next fiscal-end, expanding Delhi R&D, skincare, EBOs and general trade. Quick commerce,

Key facts

  • Rs 550 crore estimated revenue in the last financial year
  • Rs 750 crore FY27 revenue target
  • Rs 1,000 crore revenue ambition by end of next fiscal year
  • second Delhi R&D lab nearly 3x existing facility
  • 50+ EBOs currently
  • 70-75 EBO target by end of this financial year
  • Rs 15-20 lakh investment per kiosk
  • 15,000 active general-trade stores currently
  • 20,000 general-trade outlet target this fiscal
  • 150 modern-trade doors
  • nearly 120 beauty advisor-led counters
  • quick commerce contributes 25-30% of online sales
  • 1,000+ SKUs
  • 400-500 products per EBO

Why this matters

MARS’s push into general trade, quick commerce and skincare creates partnership opportunities across last-mile platforms, distributors and adjacent beauty categories as it pursues a ₹1,000 crore revenue ambition.

What to watch

  • Quarterly EBO count and sales productivity per store, not just announced openings.
  • Share of revenue and gross margin by EBO, general trade, marketplaces and quick commerce.
  • Whether quick commerce remains at 25-30% of online sales while maintaining contribution margins.
  • Skincare repeat rates, cross-category attachment and return/complaint levels after launch.
  • Distributor receivables, inventory days and stock-out rates as general trade expands.
  • Competitive promotions from mass beauty and influencer-led brands in comparable price tiers.
  • Prioritize EBO openings in high-density tier-1 and tier-2 beauty catchments, using existing online demand to select locations.
  • Build a general-trade distributor network with strict credit, replenishment and counter-display controls before broad rollout.
  • Launch skincare in a narrow set of hero SKUs tied to existing color-cosmetics customers, rather than a full-category launch.
  • Use quick commerce for replenishment packs, trial sizes and city-level demand signals while limiting margin-eroding discount dependence.
  • Increase retail training, testers and in-store execution to protect conversion as physical distribution scales.