Mid-range

FILA brand audit: in India FILA is Metro Brands’ licence, and all 40 Myntra listings read on 21 September 2026 declared India as origin, at a median ₹3,872.

Etude House is now ETUDE, and old pages under its former name no longer lead to it. It launched three India-only shades in December 2025; its prices here.

Da Milano is run by a Delhi company, its declarations name Indian makers in Gurgaon, Kolkata and Noida, and it sold at 72.7% of MRP on Myntra in September 2026.

COSRX is owned by Amorepacific, names Nykaa as its one authorised Indian seller, and its 100 ml snail essence costs less in India than in Korea at MRP.

Assembly is a Gurugram luggage brand run by Dismantle Digital. Who owns and makes it, what its suitcases cost in India, and what its warranty covers by bag.

Samsonite has owned American Tourister since 1993. We read its India prices, origin labels and warranty: 16 of 26 hard cases declared Nashik manufacture.

Flying Machine is owned by Arvind Fashions. Of 225 listings read on 6 September 2026, 221 sold below MRP, 46.1% in aggregate, and most jeans declared India.

Zouk brand audit: Sea Turtle Private Limited’s printed bags, declared made in India, with reported accounts, Myntra prices, warranty terms and the PETA logo.

Ruby’s Organics is a Mumbai makeup brand made under contract in Gujarat, priced ₹553 to ₹1,403. How its organic claim is worded and what its site publishes.

Re’equil is an independent Chandigarh skincare label; its sunscreens and retinol creams are made in Baddi. Owners, makers and per-gram prices, 1 September 2026.

L’Oréal Paris sells in India at 61–75% of its US prices — at full MRP, on the pages we read. We audit the ₹186.39 crore profiteering order, the shifting wear-hour claims and the most expensive kajal per gram we have priced.

Deconstruct names a percentage on 13 of 16 product pages and none inside an ingredient list. An independent Bengaluru brand with L’Oréal as a minority investor, five contract factories and no SPF report published.

The world’s best-known cheap makeup brand is not cheap in India. Four hero products sell here 24% to 46% above their American list price.