PAC Cosmetics approaches beauty as a process that focuses on skin health and makeup application. The brand focuses on providing skin support from preparation before makeup to care after removal. Its routines address skin needs at each step, highlighting the role of a balanced and well-prepared base in makeup application.
For skin preparation, the product lineup includes hydrating mists, moisturizers, and primers that improve skin texture, reduce dryness, and help makeup last longer. Each formulation is developed with consideration for Indian skin types and climate conditions, addressing issues caused by heat, humidity, and pollution. These products are intended to keep the skin breathable, refreshed, and comfortable, regardless of external factors.
Post-makeup care is just as important. The cleansing balm removes makeup and impurities gently while keeping skin hydrated and supporting recovery. Exfoliating products enhance the cleansing process by targeting dead skin buildup and improving overall skin texture with regular use. The routine also includes lip care and gentle wet wipes, providing a well-rounded and complete skincare plan. All products are designed to integrate into daily routines, whether used briefly or as part of a more detailed regimen.
Company Background and Leadership
PAC Cosmetics began its journey in 2014, initially focusing on professional makeup tools and brushes, a category that had limited availability in India but important for makeup artists. BY 2018, the brand was established as a professional-grade label, offering both tools and colour cosmetics, developed a focus on performance rather than trends. Each product was developed with international benchmarks while being specifically formulated for Indian skin tones, climate, and preferences. But PAC’s success story is not Bonish’s alone. In 2019, his brother Romil Jain, a Chartered Accountant by profession, joined the business as Co-Director. Romil brought financial and strategic structure to the company, contributing to the streamlining of operations, expansion of the e-commerce vertical, and developement of a supply chain to support growing national demand.
Products by PAC
The PAC Cosmetics portfolio includes over 600 products, such as:
Face: Studio HD foundations, Spotlight liquid blushes, powders, primers etc
Eyes: Eyeshadow palettes, brow gels, mascaras etc.
Lips: Lipsticks, liners etc
Tools and Accessories: makeup brushes, blending sponges, and applicators.
Skincare: Lightweight moisturizers, prepping sprays, exfoliators, and cleansing balms.
The brand is known for global standard formulation with accessible price point, contributing to its presence in the market.
Market Presence and Operations
Headquartered in Mumbai, Maharashtra, PAC Cosmetics has a presence across India. It reaches customers through e-commerce platforms like its official website and major retailers such as Nykaa, Amazon, Tira, Myntra etc. It also has offline stores in key cities like Delhi, Mumbai, and Ahmedabad. The company’s multi-channel retail approach, along with its diverse product range, has contributed to the grow of a customer base reported to exceed 2 million users.
Brand Positioning and Demographics
PAC Cosmetics aims at professional makeup artists, beauty enthusiasts, millennials, and Gen Z consumers. The brand focuses on accessible, high pigmentation, and performance, particularly in foundation and complexion products suited to a wide variety of Indian skin tones. Its focus to inclusivity, along with collaborations with influencers, has contributed to its reach among younger consumers.
Quality, Standards, and Ethical Practices
PAC Cosmetics emphasizes innovation, performance, and accessibility in its communications, the brand holds cruelty-free and vegan certifications and international quality standards like ISO or PETA recognition. Customer reviews often note satisfaction with product performance and value.
Marketing and Growth Strategy
The brand uses a digital-first marketing approach, utilizing social media campaigns, influencer partnerships, and limited- edition releases to enhance visibility and connect with consumers. It is also working to expand into retail outlets to grow its national market share.
Inclusivity is a key focus for PAC Cosmetics. Its wide shade range is thoughtfully curated for the Indian market. Every undertone, every skin type, and every complexion is taken into consideration. beyond offering variety, PAC Cosmetics aims to ensure customers feel included. It’s about creating space for everyone.
