2017–2025
Our Story
A Year-by-Year Journey of Belief & Building
The Beginning
PERPAA was born with a simple yet ambitious vision — to build a trusted online beauty marketplace. Backed by corporate experience and a deep understanding of beauty retail, we began by curating well-known national and international brands, laying the foundation of trust, operations, and customer-first thinking.
Learning & Laying Groundwork
This year was about learning the realities of the beauty business — logistics, customer behaviour, pricing pressures, and brand competition. While growth was slow, it helped us understand what Indian beauty consumers truly needed: affordability, reliability, and emotional connection.
Challenges & Self‑Doubt
Despite consistent effort, limited marketing support and high operational costs began to take a toll. Like many early founders, we faced doubt — not just from the market, but from people close to us. It was a year that tested resilience, patience, and belief.
The Pause & The Pivot
In March 2020, we made the difficult decision to pause marketplace operations. But destiny had other plans. During the COVID‑19 lockdown, as online shopping surged, we re‑imagined PERPAA — not as a marketplace, but as a brand. PERPAA Beauty was officially born.
First Products, New Confidence
Our first in‑house launch, Power Stay Liquid Lipstick, marked a powerful comeback. Customer response was encouraging and validated our belief that Indian consumers were ready for a brand that felt relatable, inclusive, and honest.
The Heart of PERPAA: Bindis
This year marked a turning point with the launch of our bindi collections — a category closest to our heart. What began as a product soon became a symbol of self‑expression, tradition, and cultural pride across generations.
Expansion & Community
PERPAA expanded its product portfolio across lips, eyes, nails, and bindis while growing strongly on major e‑commerce platforms. More than sales, we built a loyal community that resonated with our story and values.
Strengthening the Brand
With stronger visuals, refined packaging, and clearer brand positioning, PERPAA focused on consistency, quality, and scale. Our identity — modern glam rooted in Indian culture — became more defined than ever.
Growing with Purpose
Today, PERPAA Beauty stands as a growing women‑led Indian beauty brand with nationwide reach and big dreams ahead. What started as a leap of faith is now a movement — and this journey is only just beginning.
Core Values
1. Authentic & Inclusive Beauty
Beauty without labels or limits. Every shade, age, gender, and story belongs here.
2. Rooted in Culture, Styled for Today
We celebrate Indian traditions while reimagining them for the modern generation.
3. Quality with Conscience
High-performance, cruelty-free products made with care — for skin and for the planet.
4. Affordable Confidence
Luxury that feels good and stays accessible. No shortcuts, no compromises.
Our Mission
To become one of India’s leading beauty brands — reaching every home, across cities, towns, and beyond.
We aim to empower women with products that inspire confidence, self-expression, and pride in one’s identity. PERPAA is not just makeup — it’s a celebration of womanhood, culture, and individuality.
Our Vision
To redefine Indian beauty by celebrating every shade, every story, and every tradition.
We envision PERPAA as a household name — a brand that feels like home. From sindoor to shimmer, bindis to bold choices, we exist to support every woman’s journey of self-expression with honesty, inclusivity, and heart.
Proudly Indian. Deeply Inclusive. Beautifully Authentic. 💜