Glamrada, the product discovery platform for Indian beauty enthusiasts


It’s strange how when we go shopping for beauty products, we rely on word of mouth. The recommendations that we receive are usually not relevant to us at all. After all, when you look for a product for yourself – there are number of factors that need to be taken into consideration! Your age, your skin type, your concerns, budget etc. Of course, you can always go to a brand counter or connect with an expert. But this leads to very brand specific suggestions.

This is the problem that two women decided to address when they launched “It’s funny how when we went shopping for beauty products, we had to rely on word of mouth advice, which may be limited to a few products and worse still, not relevant to our skin type ”, says Divya Sethi, co-founder of the online portal.

Glamrada aims to eliminate such biases by providing a platform to not only discover beauty products suited to one’s beauty profile but also share those experiences with brands and fellow beauty enthusiasts.

With increasing awareness and disposable incomes, people are spending more time and money on looking good. The beauty sector is already a multi-billion dollar business in India, with double digit growth expected in the short term. Beauty companies are capitalizing on this growth through expansion, diversification, and differentiation of brands and products across the country.

With multiple brands and products flooding the beauty market regularly, finding the right product is a challenge. It is often preceded by a series of experiments with the wrong ones.

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What is Glamrada

Put simply, it is an open-to-all online community, where members can explore and review products. Glamrada provides a comprehensive listing of close to 10,000 products, while its socially savvy members generate content through genuine reviews, discussion forums, social sampling and digital challenges. Members use Glamrada to explore latest products, gain fresh insights and share their opinion with others.

These members are micro-influencers i.e. they are not necessarily experts but beauty enthusiasts. The collective data of such enthusiasts are segregated by brand, budget, age, and skin profile to provide end users with a handy companion for beauty purchases.

Glamrada caters to everyone. While it helps makeup newbies discover the right products, it provides professionals with a platform to engage with members, showcase their talent and be identified as influencers. At present, Glamrada partners with make-up artists and beauty experts to provide users with editorial content in the form of video tutorials, articles, advice etc.

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How it works

Joining Glamrada is a simple process. A first-time visitor on the Web site ( needs to register, create a beauty profile and start his/her beauty journey. To keep our members engaged, there are a lot of activities on the website – editorial content in the form of videos and articles, product sampling I, digital challenges, membership benefits etc. Tethered is also a reward system as you attain different membership tiers.

The founders admit that Glamrada is still a new kid on the block, but they will continue to add new functionalities every month, keeping the end-users of this Web site at the center of their growth plans.

“We do partner with brands for marketing, but Glamrada is and will always continue to remain brand agnostic for product reviews”, says co-founder Kini Ohri.

You can start your beauty journey with Glamrada through various social handles as well. The founders are also looking at scaling up the initiative, including providing their end-users with the added convenience of an App in the near future.

The founders hope- that the website can bring a genuine change in women’s lives. Where they stop experimenting and buying products that wreak havoc on their skin. They hope to revolutionize the beauty industry by bringing to the fore genuine brands and products – and cutting through the marketing hype that is created around them.

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