When Bonish Jain joined PAC Cosmetics in 2014, the Mumbai-based beauty company was already known among professional makeup artists but had limited recognition among everyday consumers. Founded by his father, Ramesh Jain, in 2006, PAC had built its reputation through professional makeup tools. Bonish saw an opportunity to take that credibility beyond the professional community and build an Indian beauty brand for a much wider audience.
The transformation began with a gradual expansion into colour cosmetics. PAC’s first cosmetic product, a kajal pencil, marked its entry into the mass-premium segment. Over time, the company expanded its portfolio to more than 1,000 products, with around 350 SKUs currently active across makeup categories.
A major turning point came in 2014-15, when PAC launched on Amazon. The move opened the brand to consumers beyond professional makeup artists and demonstrated the potential of online commerce. By 2018-19, makeup accounted for around 30-40% of PAC’s product library, while its professional customer base remained an important part of the business.
The Covid-19 pandemic accelerated this consumer shift. As beauty shopping moved online, PAC recorded double-digit growth and expanded its reach among individual users. Products such as liquid blushes, eyeliners, kajals and foundations became increasingly important, while word-of-mouth helped strengthen consumer awareness.
PAC has since evolved into an omnichannel beauty company, with both online and offline channels. Its offline network includes around 140 distributor-led retail locations, while the company is exploring company-owned stores for 2026-27. Headquartered in Mumbai, PAC has more than 200 employees.
Despite being an Indian-origin brand, PAC works with nearly 60 contract manufacturing laboratories across China, the US, Canada, the Czech Republic and South Korea. Products are adapted for Indian consumers in terms of ingredients, shades, packaging and pricing.
PAC’s growth has also extended beyond its commercial operations. In one of its latest social-impact initiatives, the company partnered with Shrimad Rajchandra Love and Care to provide makeup vanities to individuals from underserved communities participating in the Shrimad Rajchandra Vocational Training Programme. The initiative combines hands-on training with professional beauty tools, giving aspiring makeup professionals an opportunity to develop practical skills and explore makeup as a potential livelihood. The initiative reflects PAC’s broader effort to use beauty and professional skills as avenues for confidence, opportunity and financial independence.
Now, PAC Cosmetics is preparing for international expansion, with online launches planned in Dubai, Nepal and Sri Lanka. What began as a professional makeup tools business has evolved into a consumer-focused, omnichannel beauty company, while its growing social-impact efforts add another dimension to its journey.