Walk past a Swiss Beauty counter and the name does most of the work. We read the declaration blocks on eleven of the brand’s own product pages to see where that passport was actually stamped: nine say People’s Republic of China, one says India, one says Germany. None says Switzerland.
The company behind the label is four years old and registered in Delhi. This audit is about the distance between the name and the label — and whether the products under it are worth their price anyway.
Swiss Beauty is an Indian company — Swiss Beauty Cosmetics Private Limited, incorporated in Delhi on 19 April 2021, founder-controlled. Of eleven products we checked on its own site, nine declare Made in China, one India, one Germany, none Switzerland. The core line sells at ₹99–324 after the site’s standing discount, against MRPs of ₹99–499. It is budget makeup, honestly cheap and genuinely profitable — just not remotely Swiss.
Snapshot
- Brand founded
- 2013, by the brand’s own telling; the current company dates to 19 April 2021
- Legal entity
- Swiss Beauty Cosmetics Private Limited, CIN U24290DL2021PTC380307, ROC Delhi
- Ownership
- Founder-controlled — Amit and Mohit Goyal, recorded at MCA as Amit Kumar and Mohit Kumar; no institutional investor found
- Made in
- Of 11 products checked on the brand’s site: China 9, India 1, Germany 1
- Price band
- MRP ₹99–499; ₹99–324 at the site’s own discounted price, checked 2 September 2026
- Revenue
- ₹381.80 crore FY25 operating income, PAT margin 7.43%, per CARE Ratings
- Cruelty-free
- Listed in PETA’s Beauty Without Bunnies directory
How it started
The brand dates itself to 2013; a 2022 YourStory profile said 2010. Either way, it began with Amit Goyal, a Delhi cosmetics trader, and his brother Mohit, selling colour cosmetics into the capital’s general trade. The company that owns the brand today is younger — incorporated on 19 April 2021, with the brothers as its only directors, recorded at MCA as Amit Kumar and Mohit Kumar though the press calls them Goyal.
A familiar name and the company behind it are separate facts — Bata India, for instance, is a listed Indian company distinct from the global brand. Here the register says the “Swiss” brand is a Delhi private company with ₹9 crore of paid-up capital.
- 2013The founding year the brand gives for itself
- 19 April 2021Swiss Beauty Cosmetics Pvt Ltd incorporated, ROC Delhi
- 2024Swiss Beauty Select launches; Taapsee Pannu signs as ambassador
- March 2026CARE Ratings assigns BBB+; FY25 income ₹381.80 crore
What entity ran the brand between 2013 and April 2021, nothing on the record says.
The growth is real but smaller than the press version. CARE Ratings puts operating income at ₹312.63 crore in FY24, ₹381.80 crore in FY25 and ₹461.34 crore for the first eleven months of FY26 — profitable throughout, with a 7.43% PAT margin in FY25. The ₹425 crore FY24 revenue the trade press reprints is the company’s claim, ₹112 crore above the rating agency’s figure for the same year.
No investor appears on the record we read — MCA lists only the two founders as directors, and CARE Ratings names none. The shareholding filings themselves were not read, so treat “bootstrapped” as the company’s word and “no institutional investor found” as ours.
What they actually make
Nothing, on the evidence. CARE Ratings describes the business as trading and retail, with roughly 80% of raw-material procurement sourced from China; the founders told YourStory in 2022 that only about 15% of products were made in India. Few Indian labels of this size run their own plants — Campus, which makes its own shoes, is the exception — and Swiss Beauty is an importer and marketer, not a manufacturer.
The declarations say so plainly. Of the eleven product pages we read on swissbeauty.in, nine print “Country of Origin: People’s Republic of China”, and all nine name the same manufacturer of record: Global Beauty Group Limited, at Room 2914C, 29th floor, Ho King Commercial Centre, Mongkok, Kowloon, Hong Kong. That is a room in a commercial centre — an address, not a plant — and the mainland factory that actually fills the tubes is not named on any page we read.
- Swiss Beauty, the labelA Swiss name; no Swiss claim anywhere on the site
- Swiss Beauty Cosmetics Pvt Ltd“Imported & Mktd. by” — the Delhi-registered trading company
- Global Beauty Group LimitedRoom 2914C, Ho King Commercial Centre, Mongkok, Hong Kong
- The factoryThe mainland plant is not named on any page we read
The chain of names on the pack stops at a Hong Kong room; who mixes the product is not something the label tells you.
The exceptions are worth naming. The ₹189 kajal comes from Viva Cosmetics of Asangaon, Thane — under licence MH/104671, from a plant that also makes SUGAR’s India-made lines at twice the sticker price. The ₹399 gel kajal comes from Schwan Cosmetics of Germany, whose pencils also appear under SUGAR and Faces Canada. Same factories, different labels, different prices.
Now set that against the marketing. The About page offers “technology and ingredients specially imported from Japan, Taiwan, Italy and Germany”. China — the declared origin of nine products in eleven — never appears in the brand’s own list of countries. Nor does Switzerland. Both statements can be true at once; ingredients can travel into a Chinese factory. But the country the marketing hands you and the country on the declaration are different, and that is the finding.
Switzerland, for what it is worth, regulates who may call a cosmetic Swiss — its intellectual property office lists an ordinance on Swiss indications of source for cosmetic products. Whether that reaches an Indian-market brand is a question for lawyers. What this page can print is what sits side by side: a brand named Swiss Beauty, and eleven declarations in which Switzerland appears zero times.
The name is the only Swiss thing about the product, and the brand itself never claims otherwise.
What Swiss Beauty costs in India
Everything we checked carries an MRP between ₹99 and ₹499 — and almost nobody should pay it. The brand’s own site ran a standing coupon price roughly 35% below MRP on the day we checked, matching or beating Purplle. The MRP-versus-real-price gap is one our Metro and Mochi audits meet at the shoe shelf too.
| Product | MRP → site price | Per gram or ml at MRP |
|---|---|---|
| You & Eye Power Black Kajal, 0.30 g | ₹189 → ₹123 | ₹630/g |
| Intense Gel Kajal, 1.2 g | ₹399 → ₹259 | ₹332.50/g |
| Non-transfer Matte Lipstick, 2 g | ₹329 → ₹214 | ₹164.50/g |
| Stay Maxx Lip Crayon, 3.5 g | ₹249 → ₹162 | ₹71.14/g |
| Ultimate Eyeshadow Palette, 6 g | ₹329 → ₹214 | ₹54.83/g |
| Oil Control Compact Powder, 20 g | ₹399 → ₹259 | ₹19.95/g |
| High Performance Foundation, 55 g | ₹429 → ₹279 | ₹7.80/g |
MRPs and site coupon prices from swissbeauty.in, checked 2 September 2026. Purplle sold the 55 g foundation at ₹300 the same day.
Read the per-gram column and the line’s quiet margin machine shows itself: the cheapest-looking product is the dearest by weight.
- Kajal, per gram
- ₹630 — ₹189 for 0.30 g
- Foundation, per gram
- ₹7.80 — ₹429 for 55 g
- Gap
- Eighty times, at MRP, same brand
- Checked on
- 2 September 2026
The trick is not unique to this counter: Lakmé’s Eyeconic kajals work out to ₹546–643 per gram at MRP and SUGAR’s to about ₹996–1,214. Swiss Beauty runs the same arithmetic at half Lakmé’s sticker price. The honest value sits at the other pole — the 55-gram foundation at ₹279–300 selling is about ₹5 per gram, unusually cheap for the category.
Who Swiss Beauty is actually for
The budget shopper the general trade already serves. CARE Ratings puts about 94% of revenue through general trade — the kirana and beauty-store counters — across a claimed 25,000-plus touchpoints in 550-plus cities, with a quick-commerce entry price the company puts at ₹60. The range runs to about 1,500 colour-cosmetics SKUs plus a premium-mass Select line from 2024.
It suits someone buying a ₹149 lipstick or a ₹279 foundation with clear eyes about what it is: a China-made product imported by a Delhi trading company, at a price those origins make possible. It does not suit anyone paying extra because the name sounds European.
Reputation and controversies
Start with the genuine pass. Swiss Beauty is listed in PETA’s Beauty Without Bunnies directory as animal-test-free — the badge is directory-backed, which is more than many badges survive. The stretch comes on vegan: product pages claim “Peta certified… vegan”, and PETA’s own page says nothing about vegan status.
The wear claims sit side by side on the same site. The ₹189 India-made kajal claims a 24-hour stay; the ₹399 German-made gel kajal claims 12. Two lipsticks claim “12-Hour Stay” while the Matte Lip Liquid Lipstick’s own on-page FAQ says “up to 8 hours”. No test house or protocol is published for any of these; “dermatologically tested” names no lab; and the About page’s line that all products are registered with CDSCO comes with no registration number on any product page.
Buying it in India
Availability is not the problem — the brand’s site, Purplle (295 products when we checked), the marketplaces and the general trade all carry it. The skill is in reading the pack.
Find the country of origin line
Every legitimate pack carries a declaration block. On this brand expect “People’s Republic of China” on most of the core line; India on the ₹189 kajal, Germany on the gel kajal.
Read the manufacturer’s address for what it is
A room in a Hong Kong commercial centre is an address of record, not a factory. If the plant matters to you, note that the label does not name one.
Do the per-gram sum before the till
Divide price by net quantity. A ₹189 kajal at 0.30 g is ₹630 a gram; the ₹429 foundation is under ₹8. Small packs hide big rates.
Never pay MRP
The brand’s own site sold most of the line about 35% below MRP on 2 September 2026, and Purplle ran 13–30% off the same day. Treat the printed number as a ceiling.
Common questions
Is Swiss Beauty a Swiss brand?
No. The company is Swiss Beauty Cosmetics Private Limited, incorporated in Delhi on 19 April 2021. Its own site claims no Swiss connection, and none of the eleven declarations we checked names Switzerland.
Who owns Swiss Beauty?
Its founders, Amit and Mohit Goyal — recorded at MCA as Amit Kumar and Mohit Kumar. No institutional investor appears in anything we read, and the press describes the company as bootstrapped.
Where are Swiss Beauty products made?
Mostly China: nine of eleven declarations we read name Global Beauty Group Limited of Hong Kong as manufacturer of record. The ₹189 kajal is made in India by Viva Cosmetics, the gel kajal in Germany by Schwan.
Is Swiss Beauty cruelty-free?
PETA’s Beauty Without Bunnies directory lists it as animal-test-free, so that badge checks out. PETA’s page does not state vegan status, so treat per-product “vegan” lines as the brand’s claim.
Is Swiss Beauty a profitable company?
Yes, per CARE Ratings: ₹381.80 crore operating income in FY25 with a 7.43% PAT margin. The ₹425 crore FY24 figure in the press is the company’s claim; CARE carries ₹312.63 crore for that year.
How we research and verify brand audits: our methodology.
References
- ZaubaCorp company record, accessed 2 September 2026 — legal name, CIN, incorporation 19 April 2021, registered office, capital, directors Amit Kumar and Mohit Kumar
- Swiss Beauty About Us, accessed 2 September 2026 — founding year 2013, “Japan, Taiwan, Italy and Germany” line, CDSCO registration claim, badge claims
- CARE Ratings press release, March 2026 — FY24/FY25/11M-FY26 income, PAT margin, trading and retail model, ~80% China procurement, ~94% general trade, BBB+ rating, promoters
- YourStory, May 2022 — Delhi base, founder’s trading background, 2010 founding variant, sourcing countries, ~15% made in India
- Indian Retailer, 19 July 2024 — ₹425 crore FY24 claim, bootstrapped description, 25,000 touchpoints, Select launch, Taapsee Pannu
- Inc42, 6 June 2024 — third-party manufacturing, 1,500+ SKUs, 550 cities
- afaqs, 30 March 2026 — three sub-brands, quick-commerce ₹60 entry price, FY26 ambitions
- High Performance Foundation product page, read 2 September 2026 — People’s Republic of China declaration, Global Beauty Group Limited, Hong Kong address, 55 g at ₹429
- Matte Lip Liquid Lipstick product page, read 2 September 2026 — China declaration, Gurugram importer line, “up to 8 hours” FAQ
- You & Eye Power Black Kajal product page, read 2 September 2026 — Made in India, Viva Cosmetics licence MH/104671, 0.30 g at ₹189, 24-hour and dermatologically-tested claims
- Intense Gel Kajal product page, read 2 September 2026 — Germany declaration, Schwan Cosmetics, 12-hour claim
- Ultimate Eyeshadow Palette product page, read 2 September 2026 — China declaration, 24-hour wear and “Peta certified… vegan” claims
- swissbeauty.in lipstick collection, read 2 September 2026 — range MRPs and coupon prices
- Purplle brand page, read 2 September 2026 — 295 products, cross-checked selling prices
- PETA Beauty Without Bunnies directory, accessed 2 September 2026 — Swiss Beauty listed as animal-test-free; no vegan status stated
- ASCI Annual Complaints Report 2024–25 — names neither Swiss Beauty nor any individual cosmetics advertiser
- Swiss IPI legal-texts page, accessed 2 September 2026 — existence of the ordinance on Swiss indications of source for cosmetic products
As budget makeup, this line is better than its name deserves. The company is profitable on a rating agency’s numbers — 7.43% PAT margin in FY25 — its cruelty-free badge survives a directory check, its own site undercuts its MRPs by about 35%, and the 55-gram foundation at roughly ₹5 per gram selling is real value.
The scepticism belongs to the label. A brand named Swiss Beauty whose marketing lists Japan, Taiwan, Italy and Germany — while nine of eleven declarations say China and the manufacturer of record is a room in a Mongkok commercial centre — is telling you which facts it thinks sell. The wear claims carry no published test, and the 0.30-gram kajal costs ₹630 a gram, eighty times the foundation beside it.
Pay the coupon price, skip the 0.30-gram kajal, and remember that the only Swiss thing in the basket is the word on the front.
