MUMBAI: Looks like Mars just found its next shining star. India’s fastest-growing homegrown beauty brand, Mars Cosmetics, has roped in Anshu Arora Sindhwani as head of product, as it powers into its next phase of innovation and category expansion.
With over 15 years of experience painting success stories across beauty, colour cosmetics, and FMCG, Sindhwani is no stranger to creating products that don’t just sit pretty on shelves, they fly off them. Her career spans top-tier brands such as Akzonobel (Dulux), Colorbar, Mary Kay, and Win-Medicare, where she crafted high-performance portfolios that blended strategy, science, and sparkle in equal measure.
At Mars, Sindhwani’s mission is clear: to make “Makeup for Everyone” more than a tagline. She will steer end-to-end product strategy from new product development and category planning to lifecycle management and innovation architecture. Her focus will be on building a robust pipeline of launches that balance creativity with performance and affordability, the winning formula that’s fast turning Mars into the people’s beauty brand.
“MARS represents a new era in Indian beauty, bold, experimental, and deeply attuned to its consumers,” Sindhwani said. “I’m excited to build on this energy by crafting innovations that not only perform but also connect bringing together creativity, technology, and inclusivity in every formulation and finish.”
Her words mirror the brand’s growing confidence that beauty need not be imported or inaccessible. Mars has steadily carved a niche as the Indian disruptor redefining what affordable glam looks like, taking cues from its consumers rather than dictating trends from boardrooms.
Founded with the vision of democratising makeup, Mars Cosmetics has been among India’s most dynamic homegrown names in the beauty space, capturing hearts (and vanities) across Tier 1 to Tier 3 cities. Its vibrant, high-performance products have found favour with Gen Z creators, beauty professionals, and everyday users alike, powered by a deep understanding of what Indian consumers actually want from their makeup: fun, functionality, and fair pricing.
Adding Sindhwani to the mix signals a strategic leap towards design-led innovation and global competitiveness. “We are thrilled to have Anshu join the Mars family,” said Mars Cosmetics business administrator Rishabh Sethia. “Her deep understanding of consumers, strategic mindset, and innovation-driven approach will help us strengthen our position as India’s leading product-driven beauty brand.”
Sindhwani’s career reads like a masterclass in product-led storytelling. Known for her consumer-first, design-thinking approach, she has pioneered several first-in-category launches that pushed boundaries of what Indian beauty could be playful, potent, and proudly local.
Her appointment comes at a pivotal time for Mars, which is expanding rapidly and cementing its image as India’s fastest-growing beauty brand. The company’s focus on building high-performance yet accessible formulations has positioned it as a favourite among digital-native consumers who crave both authenticity and affordability.
As the beauty industry becomes increasingly crowded, Mars is setting its sights higher and its strategy sharper. With Sindhwani at the helm of product development, the brand seems poised to blend science with sass, data with dazzle.
In an era where every brand claims to “innovate,” Mars’ real edge may just be in how it listens and now, how it lets a product visionary like Sindhwani lead that conversation.
Because when Mars and innovation align, beauty might just find its new orbit.
