European cosmetics giant Kiko Milano has racked up over $1 billion in sales with storefronts across the globe from Chile to India. Until now, success in the hyper-competitive US market has been more elusive, however.

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Beauty lines rarely struggle to generate buzz when they launch. A famous face, a splashy marketing stunt and a single viral product can generate headlines and fast revenue. This success is often fleeting. This case study explores how to create, scale and execute an enduring, future-proofed beauty label.

Iti, a new premium range of skincare products, will be available from April 28 in her line of Good Earth lifestyle stores throughout India.

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Customers across various generational cohorts are changing their routines for fear of looking out of date — not looking their age.

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