Founders of Recode Studio
Dheeraj and Rahul come from retail backgrounds and understood the massive gap between affordable beauty and premium quality in India.
Their goal?
- Build a beauty brand that competes with global names like Huda Beauty and MAC.
- Offer international-grade quality at Indian price points.
- Empower makeup artists, content creators, and everyday users with bold, inclusive, and functional products.
Recode Studio on Shark Tank India
The founders showcased:
Their Ask:
- ₹1 crore for 1% equity (valuing the company at ₹100 crore).
The Pitch Highlights:
- Over 1 lakh+ customers served
- ₹15 crore+ in annual revenue
- Growing presence in Tier 2 and Tier 3 cities
- Popular among influencers and makeup artists
- Expanding into offline stores and own brand kiosks
What Makes Recode Studio Different?
Key Features:
- Made in India with premium quality ingredients
- Cruelty-free and vegan-friendly options
- Affordable pricing with luxe packaging
- Popular SKUs include:
- Matte Lip Crayons
- Color Correcting Primers
- HD Foundations
- Liquid Lipsticks
- Eye Shadow Palettes
- Fixing Sprays & Setting Powders
Growth & Distribution
- ₹15–20 crore annual turnover (as of 2024)
- Available on:
- Amazon
- Flipkart
- Nykaa (select products)
- Recode’s own website & physical stores
- Offline presence in Punjab, Haryana, Delhi NCR, and expanding
Their strong social media strategy, collaborations with influencers, and regional language content have helped them break into untapped markets.
Recode Studio’s Unique Brand Strategy
1. Digital-First Approach
Their Instagram is vibrant, educational, and trend-focused—featuring creators of all skin tones and genders.
2. Collaboration with Influencers
Partnering with regional makeup artists and Tier 2 city creators helps build trust in smaller markets.
3. Masterclass Events
Hands-on training events and pop-up stores allow users to test products and learn from professionals.
4. No Celeb Endorsements—Only Real Users
They bank on real stories, reviews, and user-generated content to grow authentically.
FAQs About Recode Studio
What is Recode Studio?
Recode Studio is a Made-in-India beauty brand offering affordable, cruelty-free makeup products.
Was Recode Studio featured on Shark Tank India?
Yes!
Where can I buy Recode Studio products?
You can buy their products on recodestudios.com, Amazon, Flipkart, and select offline outlets.
Are Recode Studio products vegan or cruelty-free?
Yes, many of their products are vegan and cruelty-free, and clearly labeled on the site.
Final Verdict: A Shark Tank “No” That Turned Into a Nationwide “Yes”
Their journey is proof that you don’t need a shark to swim in deep waters—sometimes, all it takes is a bold idea, the right strategy, and a commitment to quality.
If you’re looking for affordable cosmetics in India that don’t compromise on quality, Recode Studio deserves a spot in your makeup bag.
For more Blogs: beyondthepunchlines
Author: Team BTP
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