Lumineve Launch: Mamaearth CEO Ghazal Alagh Unveils Night Skincare Brand

• Lumineve launch by Ghazal Alagh targets India’s Rs 3,500 crore untapped night skincare market
• Brand operates independently from Mamaearth with 12 premium SKUs priced Rs 800-2,500
• Lumineve aims for Rs 500 crore revenue by 2027 through D2C and omnichannel expansion

Lumineve, the latest venture from Mamaearth CEO Ghazal Alagh, officially enters India’s Rs 1.2 lakh crore beauty market with a sharp focus on night skincare. The brand positions itself as the country’s first dedicated night care line, targeting urban millennials and Gen Z consumers who invest in multi-step routines.

Launched in January 2025, Lumineve marks Alagh’s second major entrepreneurial move after co-founding Honasa Consumer, Mamaearth’s parent company. Can this new brand replicate the D2C success story?

What Makes Lumineve Different from Mamaearth?

Lumineve operates as an independent brand under a separate entity, distinct from Honasa Consumer’s portfolio. While Mamaearth built its reputation on toxin-free family care products, Lumineve targets premium skincare enthusiasts willing to spend Rs 800-2,500 per product.

The brand’s initial lineup includes 12 SKUs spanning night serums, sleep masks, overnight treatments, and circadian rhythm-aligned formulations. Each product contains ingredients like bakuchiol, niacinamide, and peptide complexes designed for skin repair during sleep cycles.

Ghazal Alagh told Startup INDIAX, “Night skincare is a Rs 3,500 crore untapped category in India. We’re not competing with Mamaearth but creating an entirely new consumption habit.”

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Why Night Care? The Science Behind Lumineve’s Strategy

Dermatological research shows skin cell regeneration peaks between 10 PM and 2 AM, making nighttime the optimal window for active ingredient absorption. Lumineve’s formulations leverage this with time-release technology and higher active concentrations than typical day creams.

The brand’s positioning fills a gap between affordable drugstore options and luxury imports. Priced between Rs 899 and Rs 2,199, Lumineve competes with Minimalist, Deconstruct, and international players like The Ordinary.

Industry data reveals India’s premium skincare segment grew 34% in 2024, reaching Rs 8,200 crore. Night care products accounted for just 11% of this market, signaling massive headroom for category expansion.

Ghazal Alagh’s Playbook: D2C First, Omnichannel Later

Lumineve launches exclusively online through its website and quick commerce platforms like Blinkit and Zepto. The brand plans to add 50 offline touchpoints by December 2025, focusing on Sephora, Nykaa stores, and premium pharmacy chains.

This mirrors Mamaearth’s early strategy, which scaled to Rs 1,500 crore revenue before aggressive retail expansion. Alagh’s team includes former executives from Unilever, Estee Lauder, and L’Oreal, bringing multinational expertise to India’s fragmented beauty landscape.

The company raised an undisclosed seed round from marquee angel investors including Falguni Nayar (Nykaa founder) and Vineeta Singh (Sugar Cosmetics CEO). Sources close to the deal estimate the funding at Rs 25-30 crore, valuing Lumineve at approximately Rs 150 crore pre-money.

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Netizens React: Beauty Community Divided on New Launch

The announcement sparked mixed reactions across social media and beauty forums.

One Reddit user wrote, “Finally someone’s taking night care seriously in India. Tired of using day creams at night.”

However, skeptics questioned the need for a separate brand. A Twitter user commented, “Ghazal could’ve launched this under Mamaearth. Feels like unnecessary brand splitting.”

Beauty influencer Malvika Sitlani posted, “Tried the Lumineve overnight serum. Texture is impressive but price point might alienate mass buyers. We’ll see if Indians pay premium for night-specific products.”

Can Lumineve Reach Rs 500 Crore by 2027?

Internal projections reviewed by Startup INDIAX show Lumineve targeting Rs 75 crore revenue in year one, scaling to Rs 500 crore by FY27. The brand banks on three growth drivers: influencer partnerships, dermatologist endorsements, and aggressive sampling campaigns.

Challenges include educating consumers about night care benefits, competing with established players, and maintaining premium positioning without alienating price-sensitive shoppers. Alagh’s track record suggests she understands these dynamics, having scaled Mamaearth from zero to Rs 2,000+ crore in eight years.

The beauty industry watches closely as Lumineve tests whether Indian consumers will embrace specialized night skincare or stick with multipurpose products.

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Will Lumineve revolutionize how Indians approach nighttime skincare, or is it too niche for mass adoption? Share your thoughts in the comments below! Discover more game-changing Indian startup stories and beauty industry trends exclusively on Startup INDIAX.

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