True Colors
“Our mission is to redefine beauty as authenticity, not perfection, and to create shades that let every woman wear her personality.”
Makeup is the power of self-expression through which women feel the empowerment that comes with presenting the best version of themselves. Makeup is the art that brings a surreal calmness and confidence to achieve their aspirations. Whether it’s a subtle office or corporate look or a full glam for special get-togethers with friends, we present the story of a cosmetic brand on a mission to bring this empowerment to women through makeup products crafted with the finest quality ingredients, thoughtfully designed to suit different textures, undertones, and skin concerns.
True Colors is a cosmetic brand with a broader vision of empowering women to embrace their true selves, unapologetically. We had the privilege of inviting the Founder of Otrix Life Science, Mr. Bhavdip Dhameliya, the parent company of True Colors, to know the USPs of their brand and how they are differentiating themselves in the crowded beauty industry of India.
Prime Insights: Welcome, Mr. Dhameliya, As much as we are honored to have you with us, we are curious to know what motivated you to create True Colors, and how has its journey evolved over the years?
The idea was born out of frustration with how beauty was marketed: polished, filtered, and far from real. We wanted to flip the script with products that celebrate individuality, supported by communication that uses humor and relatability instead of pressure. Today, True Colors has grown into a community-driven brand with 72 shades across 8 unique textures, loved by Gen Z and Millennials across India.
For us, establishing trust with the customers is imperative. We want them to give a brand that showcases its values and agenda with transparency, consistency, and relatability. We have been able to curate a line of such products where our customers trust that what we put on shelves is safe, high-quality, and tested, but equally. They trust the vision of our brand, and that is what keeps us going through every challenge we come across. We don’t sell insecurities; we sell self-expression.
Prime Insights: Can you walk us through the specs of some of your flagship products or signature formulations that have set your brand apart in the market?
Two of our most distinctive collections, ‘Crackle Craze’ and ‘Sand Shine,’ have truly set us apart in the Indian market. Crackle Craze creates an edgy, shattered effect that instantly transforms nails into a statement accessory, while Sand Shine offers a textured, shimmery sandy finish that’s sophisticated yet playful. These one-of-a-kind formulations are still rare in India, making them stand out as our signature offerings.
Also, when it comes to the formulations, we have invested a sincere amount of effort, research, hard work, and deployment to test the performance of our products. All our formulations undergo rigorous 21 Toxin Free formula and adhere to strict Indian and international safety standards, because beauty should never come at the cost of health or ethics
Prime Insights: Mr. Dhameliya, you talked about how True Colors has worked on its formulation rigorously to provide nothing but quality-driven products to the customers. On the sustainability forefront, how does your brand stand out?
Definitely, we are firm believers in the fact that the beauty industry should be actively adopting sustainability in its processes. We are also working in the same direction for True Colors. It is a work in progress, but one we take seriously. From eco-conscious packaging to minimizing waste in production, we are steadily building a greener supply chain. Our long-term commitment is to introduce more recyclable materials and reduce our carbon footprint.
Prime Insights: What role do technology and research play in enhancing your product range?
Like I mentioned above, research and development is a core necessity of our brand. Rightly, it is at the heart of everything we do. From developing quick-dry formulations to ensuring vibrant pigmentation. Technology helps us shorten feedback loops, experiment with textures, and deliver products that don’t just look good but perform better.
Prime Insights: Can you share a milestone or achievement that has strengthened your brand’s reputation?
Rather than focusing on the number of shades, what has really strengthened our reputation is our versatile texture range. From glossy classics to sugary candy finishes, from matte sophistication to edgy crackle effects, we’ve built a portfolio that doesn’t just offer “more colors” but more experiences. This texture-first approach has differentiated us in a crowded market and positioned True Colors as a trendsetter.
Prime Insights: How do you incorporate customer feedback into product development and innovation?
We actively listen to our community through social media. Many of our most-loved shades are direct results of polls, DMs, and feedback from customers. We believe co-creation builds deeper loyalty; after all, nobody understands beauty better than the women using it.
We keep an eye on global runway colors and textures but always filter them through what resonates with the Indian audience. For example, global neon trends may be adapted into subtler, wearable shades that fit everyday Indian lifestyles.
Prime Insights: Can you share an example of a marketing campaign that successfully reshaped beauty perceptions?
The “True To You” campaign, launched for seasonal needs, redefined self-care as True Beauty. Whether bold, soft, or playful, each look inspires individuals to reflect and carry their essence confidently in every season, celebrating the radiant authenticity of the True You with the right care.
Prime Insights: What strategies have helped you build a loyal and engaged customer community?
Humor and honesty. In an industry that often overpromises, our voice is authentic, witty, and sometimes sarcastic, and that resonates. By building two-way conversations on Instagram, we’ve created not just customers but a community of women cheering each other on.
Prime Insights: What is your vision for redefining beauty standards in the coming years?
Our vision is to help normalize imperfection, choice, and diversity. Beauty should be less about meeting external standards and more about self-expression in its rawest form. If we can help create a generation that stops asking, “Does this make me look pretty?” and starts saying, “This makes me feel like me,” we’ll know we’ve made an impact.
Prime Insights: What advice would you give to emerging cosmetics brands aiming to earn consumer trust?
For any brand, be it for cosmetics or any other industry, we have to focus on helping people discover their true selves instead of making them insecure or overly conscious about the way they are. Today’s consumers see through gimmicks and value their identity. If your products deliver on performance and your brand delivers on honesty, trust will follow, and ultimately your brand will grow on values. This is my advice, and I am optimistic about the future of Indian entrepreneurship in the beauty and cosmetic industry, as we are seeing wonderful startups and brands that empower people with their value proposition. At True Colors, we continue to foster connections with consumers to make them feel represented.
