With their straightforward, scientifically supported skincare products, CosIQ hopes to completely transform the Indian skincare industry. Their products use substances that have undergone clinical testing and are developed with an emphasis on efficacy. The products are developed based on extensive scientific research, ensuring measurable results. Simplified skincare solutions that avoid unnecessary ingredients, catering to the growing demand for clean beauty products. The brand is online-first, leveraging digital platforms to connect directly with consumers.

Company Name: CosIQ (Intelligent Cosmetics)

Founder: Tanika Malhotra and Angad Malhotra

City: Delhi

Product: D2C skincare brand

Highlights

• The founders highlighted steady growth with promising sales, attributing it to the rising trend of informed skincare choices among consumers.
• Target Market-Urban millennials and Gen Z consumers who seek effective and trustworthy skincare products.
• Questions were raised about how the brand would scale operations while maintaining product quality and managing costs.
• The focus on clinically backed products stood out, addressing the increasing consumer demand for transparency in skincare.
• The sharks were impressed by Kanika and Angad’s clear vision, industry knowledge, and commitment to their brand.
• The minimalist, results-oriented approach appealed to the sharks as a unique positioning in the cluttered market.
• The sharks offered strategic mentorship alongside their financial investment, leveraging their experience in consumer products and brand building.

Pitch Details

Ask: ₹50 lakhs for 7% equity

Deal: After negotiations, Tanika and Angad secured a deal for ₹50 lakhs for 25% equity.

Investors : The investment came from Anupam Mittal and Vineeta Singh.

Conclusion

The potential of science-backed skincare products in the Indian market was emphasized in CosIQ’s proposal. Despite obstacles including brand-building and market saturation, the sharks were pleased by the founders’ inventiveness and dedication. The transaction demonstrated how crucial it is to combine mentorship and financial investment in order to successfully traverse cutthroat industries.

The sharks appreciated the brand’s science-driven approach and the founders’ passion but raised concerns about market competition, scalability, and brand awareness. The deal reflected a focus on mentorship, with the investors bringing expertise to scale the brand and build market recognition.

Significant findings

• Scientific Backing Builds Trust
• Adaptability in Negotiations
• Focus on Brand Awareness
• Importance of Mentorship