// 01 · THE BRIEF
Eleven challenger beauty brands, each fighting a different audience gap. No single playbook, and no margin to figure each one out sequentially.
Beauty and grooming is a category where influence is currency, but influence doesn't travel evenly across India. mamaearth needed South, East, and North in parallel. WOW Skin Science was a haircare-plus-skincare visibility play. The Derma Co was about doctor-led credibility. Aqualogica needed a different sub-segment again. Eleven brands, eleven creator-supply problems, all running at the same time.
