Kareena Kapoor Khan partners with Sugar Cosmetics' founders to launch Korean skincare brand ‘Quench Botanics’

Bollywood actress Kareena Kapoor Khan has entered into a strategic partnership with the founders of Sugar Cosmetics, Vineeta Singh and Kaushik Mukherjee, to launch a premium Korean skincare brand, Quench Botanics. With this partnership, Khan will serve as a co-owner and investor at Quench, becoming the latest actress to venture into the skincare industry. This joint venture is established under Velvet, the parent company of Sugar, although specific ownership details and Khan's investment amount remain undisclosed.

Quench Botanics, founded just over a year ago by Singh and Mukherjee, aims to bring affordable Korean skincare products to the Indian market. All the products will be manufactured in Korea. Currently, Quench offers over 90 products available at 1,000 touchpoints, with plans for further expansion. The company aspires to achieve a net revenue of Rs 100 Crores within the next 12 months.

Vineeta Singh, co-founder and CEO of SUGAR Cosmetics, told CNBC-TV18, "There has been a lot of excitement lately on social media on Korean skincare, but products tend to be very expensive and are not always made to suit Indian weather and skincare needs. So we spent about 18 months piloting some of these products and had a lot of learnings from that experience. Kareena was one of the people we actually sent out our products to and she really loved them. And over the last few months, we've been working on this JV along with her and parallely building the whole range and distribution."

With a focus on affordability, the products are priced in the range of Rs 400-600, Singh added.

Kareena Kapoor Khan expressed her confidence in the brand's vision, emphasising her commitment to creating simplified, natural ingredient-led products that align with her idea of beauty and skincare.

“I believe in their vision for the brand and the commitment to creating simplified, natural ingredient-led products. It perfectly captures my idea of beauty and skincare. I believe we have a differentiated product offering that will provide uncomplicated skincare solutions to address diverse Indian skin concerns and climatic conditions, all at an affordable price. I am excited to work with the team to build Quench into a well-respected and loved brand of India,” Khan said.

As a co-owner, Khan will bring her skincare expertise to the table and play a pivotal role in the company's strategic decisions. Furthermore, her value lies in her ability to influence and educate the Indian audience about skincare.

Vineeta Singh added, "Our strengths include our distribution network, our established content factory, and the production facilities we have set up in Korea."

Kareena Kapoor Khan, celebrated for her talent, versatility, style, and beauty both on and off the screen, furthers her entrepreneurial ambitions through her investment in Quench Botanics. Renowned for setting trends throughout her illustrious career, Kareena will collaborate closely with the Quench Botanics team to realize the vision of transforming it into a comprehensive beauty brand that caters to the genuine needs of Indian consumers across various channels.

Most recently, actress Kriti Sanon launched her own D2C skincare brand called "Hyphen" and Nayanthara launched "9Skin."