Masaba Gupta: Redefining Indian Fashion and Beauty with Unapologetic Authenticity

Masaba Gupta, the dynamic designer, actor, and founder of the fashion label House of Masaba, is making waves in the competitive beauty industry with her new brand, LoveChild. Known for her innovative and bold approach to fashion, Gupta is navigating a saturated market where celebrity-led beauty brands, such as Katrina Kaif's Kay Beauty and Deepika Padukone's 82°E, are vying for consumer attention. However, Gupta is determined to carve out a unique space for LoveChild, banking on its focus on Indian skin tones and affordable pricing.

Unapologetically Indian: Masaba Gupta's Bold Fashion and Beauty Statement

Redefining the Beauty Landscape: LoveChild's Unique Approach

Gupta's vision for LoveChild is clear – it will be a product-led brand that caters to the diverse Indian skin tone spectrum, which is one of the largest in the world. Frustrated by the lack of foundation and concealer shades that suited their complexions, Gupta and many Indians had to resort to mixing multiple products to find the right match. With LoveChild, Gupta is determined to offer a brand that is deeply rooted in Indian heritage and genuinely caters to the needs of Indian consumers, both at home and globally.Gupta's philosophy for the brand is also defined by its product categories. Unlike many celebrity-led brands that have ventured into skincare without the necessary expertise, LoveChild will focus solely on categories Gupta and her team understand best – lips, face, and eyes. This strategic focus, combined with an affordable entry-level pricing, aims to position LoveChild as a serious contender in the industry, challenging the notion that premium pricing is a prerequisite for credibility.Equally important to Gupta is ensuring that LoveChild has a strong distribution network. She believes that having a brand with a compelling story and marketing, but limited availability, is a disservice to both the brand and the consumer. To that end, LoveChild is already present in key retailers like Shoppers Stop and Nykaa, both offline and online, as well as in 18 House of Masaba stores, with plans to expand to over 50 retail points by the end of FY25.

Targeting a Diverse Consumer Base: Bridging Generational and Lifestyle Gaps

Gupta's approach to LoveChild's target audience is refreshingly unconventional. Rather than focusing on traditional age brackets, she considers lifestyle segments. For instance, a 31-year-old working woman who is passionate about fitness, active on social media, and enjoys wearing her own makeup can influence her 65- or 70-year-old mother, who may have only owned a single makeup product her entire life. Gupta's challenge is to convert both the mother and the daughter into loyal LoveChild consumers, recognizing the evolving beauty landscape and the power of cross-generational influence.

Embracing Risk and Driving Innovation: Masaba Gupta's Entrepreneurial Journey

Gupta's entrepreneurial journey has been marked by a willingness to take calculated risks and embrace innovation. Eight years ago, she would not have envisioned launching a venture like LoveChild, considering it too ambitious a project. However, the risks she has taken in the fashion industry have paid off, from rapidly expanding the House of Masaba brand to becoming one of the few Indian designers to secure funding and scale their business.Gupta's approach to risk-taking is guided by a strong gut instinct and an unwavering commitment to agility. She recognizes that in today's dynamic market, entrepreneurs must be willing to adapt and pivot, while also being clear about what they don't want to do. The rapid expansion of House of Masaba, the brand's foray into e-commerce, and the decision to ship worldwide without the necessary infrastructure are all examples of Gupta's willingness to take calculated risks that have ultimately strengthened her business.These bold moves have paid dividends, with 50% of the brand's online sales now coming from the US and international consumers. Gupta's ability to navigate uncertainty and seize opportunities has been a driving force behind her success, and she continues to apply this mindset to the launch and growth of LoveChild.

Balancing Creativity and Commercialism: Gupta's Partnership with Aditya Birla Fashion and Retail

Gupta's partnership with Aditya Birla Fashion and Retail has been instrumental in the expansion of House of Masaba. However, she is adamant about maintaining a delicate balance between creative control and commercial considerations when working with large corporations.Gupta believes that any corporation that attempts to take away creative control from a brand founder is ultimately shooting itself in the foot. Conversely, she acknowledges that she would be doing the same if she tried to interfere with the logistics, management, or finance aspects of the business. The key, according to Gupta, is to find a synergistic partnership where the corporation believes in and supports the creative vision, while also providing the necessary infrastructure and resources to drive growth.The Aditya Birla Group's commitment to upholding the highest principles of corporate governance and their track record in the fashion and retail space were crucial factors that inspired Gupta to partner with them. This strategic alliance has enabled Gupta to fast-track the brand's journey without compromising on the aesthetic or core values that have defined House of Masaba.

Embracing Challenges and Redefining Narratives: Gupta's Entrepreneurial Mindset

As a woman of color leading a fashion and beauty empire, Gupta has faced her fair share of challenges and external pressures. However, she views these moments of self-doubt and skepticism as opportunities for innovation, scale, and personal growth. Gupta sees much of what she does as an act of rebellion, driven by a desire to prove wrong those who doubt her capabilities.Being a woman of color in a highly competitive industry, Gupta has at times felt that she does not receive the same level of importance as her mega-celebrity counterparts. Her response is to let the quality of her products speak for themselves, rather than relying solely on personal PR or influencer marketing. Gupta believes that a brand's success should be rooted in the strength of its offerings, not just the fame of its founder.Gupta's entrepreneurial journey has been shaped by her unwavering belief in breaking generational curses, as echoed by Beyoncé's words of wisdom. She embraces the moments of doubt as positive pressure, fueling her passion to continuously push the boundaries and redefine the narratives surrounding Indian fashion and beauty.

Unapologetically Indian: Gupta's Vision for the Future of Indian Fashion

Gupta's work in fashion has established her as a pioneer in fusing Indian and modern design sensibilities. She firmly believes that India can only succeed globally by embracing its heritage and culture unapologetically. Gupta has encountered experiences with Western buyers and merchandisers who expect Indian brands to water down their offerings to cater to their preferences.However, Gupta is determined to challenge this mindset. She envisions a future where Indian brands confidently assert their identity and unique value proposition on the global stage. Just as international brands entering the Indian market make a bold statement by declaring, "This is who we are – take it or leave it," Gupta believes Indian brands should adopt a similar approach.Gupta is proud of the homegrown Indian brands that have successfully gone global, showcasing the world-class craftsmanship and design that India has to offer. While Gupta is currently focused on solidifying House of Masaba's presence in the Indian market, she plans to expand the brand's global footprint in the next three to five years, sharing the unique "House of Masaba" story with international consumers through both fashion and beauty.