Lovechild by Masaba is a beauty and wellness brand founded by Indian designer Masaba Gupta. The brand focuses on being real, inclusive, and playful through its range of skincare, color cosmetics, and wellness solutions.
Masaba Gupta has built the brand in keeping with her vision and values, with every product personally curated and approved by her. Lovechild comes with the guarantee of clean beauty practices, with products formulated to be vegan, cruelty-free, sulphate-free, and paraben-free.
But that’s not why we’re talking about her brand today.
Why Lovechild Matters for Women Entrepreneurs
Masaba started out as a designer and became known for her bold, bright, and quirky designs and patterns.
She then launched her cosmetics range, Lovechild, bringing the same quirkiness, boldness, and variety to her range of skin, lips, hair, and body products.
The brand’s focus on self-love, unique product formulations, and a blend of traditional and modern design is being loved by consumers. They work on the values of inclusivity and holistic wellness, particularly for Indian skin tones. They address the unique needs of consumers, including those with sensitive and acne-prone skin.
As more celebrities like Priyanka Chopra, Katrina Kaif and others join the entrepreneur bandwagon, an increasing number of women are fuelling their passion into alternative careers or making it the main occupation of their work lives.
Celebrities are showing how it can all be done with discipline and a clear picture of what you’ve set out to achieve and accomplish.
Masaba Gupta: From Fashion Icon to Beauty Entrepreneur
Here’s the progression of Masaba Gupta’s entrepreneurship journey:
Career Highlights and Entrepreneurial Journey
“House of Masaba,” her fashion label, made Masaba Gupta the “Queen of Prints.” She became known for her bold styles and quirky designs, starting her brand at the very young age of 19.
Over time, she expanded into bridal wear, resort wear, and beauty products. She has acted alongside her mother in the Netflix series “Masaba Masaba,” loosely based on her life, and has been a judge on “MTV Supermodel of the Year.”
Why Masaba Chose Entrepreneurship
Masaba was always passionate about fashion and decided to build her own brand rather than work for others.
The House of Masaba was built to resonate with her personal values and the modern Indian woman. Through her colours and designs, she wanted to reach out to consumers on a personal level.
Transition from Fame to Founder
Masaba has adapted to changes, embraced digital platforms, and kept abreast of evolving trends.
She has shown her ability not just to evolve but to stay relevant in the dynamic, ever-changing markets of fashion and cosmetics. Her skincare and beauty brand gets its name from her own personal experience of being called a “lovechild.”
Inside Lovechild: Products, Values, and Unique Positioning
Here’s what makes Lovechild one of the most loved brands there today:
Products and Services Offered
Lovechild by Masaba is a beauty and skincare brand emphasising self-love and individuality while following vegan, cruelty-free ethics. It offers a wide range of skincare for all skin types, colours and concerns, along with colours and tints for the face, eyes, and lips. There are perfumes and intimate wipes.
The extensive range, eclectic designs, and affordable prices make Lovechild a favourite with modern-day women.
Target Audience and Market Position
The brand is designed for young, digitally savvy women on the go who are looking for effective makeup options that take them through their day with the least fuss.
With an entry-level price point, the products are accessible to everyone who wants to explore the beauty and grooming landscape.
Brand Values: Redefining Beauty Standards
The brand wishes to change the beauty narrative. Its quirkiness is about challenging preset notions and simplifying beauty for all.
The name “Lovechild” reclaims a term historically used as a stigma, redefining it as individuality that stands strong away from conventional beauty standards. Lovechild stands apart by focusing on products tailored for Indian skin tones at an affordable price point.
The Brand’s Journey: Launch, Growth, and Milestones
Despite Masaba’s popularity, the brand did take some time to grow in the competitive market:
Launch and Initial Reception
Launched in August 2022, Lovechild by Masaba was well received. Its playful branding, quirky product names, and colourful packaging worked well for the brand. The launch included a Myntra live shopping event that drew over 40,000 viewers.
Notable Marketing Campaigns
Their marketing hinges heavily on Masaba’s hands-on approach to product development and her personal brand.
Campaigns like “Go Big or Go Home” highlight Masaba’s attention to detail and her team’s playful outlook on her intense involvement at every stage of production.
The “Ghus Ghus Ke” campaign showcased Masaba’s dedication and her team’s perspective on how she functions. Lovechild has been featured in Vogue India, Business Today, and ET BrandEquity, highlighting Masaba’s journey and the brand’s unique positioning in the makeup market.
Revenue Milestones and Awards
While Lovechild has not disclosed specific funding, House of Masaba received ₹90 crore in funding from Aditya Birla Fashion and Retail. Lovechild is expanding its presence through standalone stores and kiosks.
The brand received the “Emerging Beauty and Wellness Retailer of The Year” award in 2025 and “Images Most Admired Brand of the Year – Innovation” at the D2C Awards. It was named “Best Kiosk” by Mantri Developers Pvt. and was the gifting partner for the InfluencEX Awards, Class of 2024.
Lessons from Lovechild: What Entrepreneurs Can Learn
So if you’re starting out a beauty and cosmetics brand, here are some lessons you can take from Lovechild by Masaba and its growth:
Key Strategies Behind Lovechild’s Success
Their marketing strategy hinges on Masaba’s personal brand and her hands-on approach to product development.
Their niche focus is Indian skin tones and colours that suit them.
The brand delivers affordability while offering natural formulations without compromising quality.
Masaba often launches new products by showing how to use them and choosing her personal favourites from the range.
Innovative Marketing and Product Development
Lovechild employs an omnichannel approach, including shop-in-shop kiosks and online sales through platforms like Nykaa.
The brand simplifies skincare and makeup with innovative products designed for easy application, such as built-in brushes and smudgers for women on the go.
Applying These Lessons as a Woman Founder
Lovechild addressed the gap in the market for skincare and cosmetics suitable for Indian skin tones and concerns.
The brand encourages women to embrace their uniqueness and challenge the status quo while demonstrating that success comes from understanding consumer needs and innovating accordingly.
Overcoming Challenges and Changing Narratives
But did Masaba really have challenges to face as she launched her brand? Some.
Turning Stigma into Empowerment
While the brand has not faced controversies, the name “Lovechild” was reclaimed by Masaba from its historical stigma. Once used derogatorily, she transformed it into a term of empowerment and self-love.
Resilience and Strength
Masaba never bowed to societal stigmas or shrunk herself because she looked different. She used her talent and merit to build brands that transformed the fashion and beauty industry. Hers is a story of strength and resilience fuelled by passion and an indomitable spirit.
Lovechild’s Cultural and Industry Impact
Apart from its own growth, Lovechild is also making a big impact on the industry:
Changing Consumer Trends and Empowering Women
Masaba redefined a word that was often used derogatorily, turning it into a symbol of breaking stereotypes, embracing individuality, and loving yourself for who you are. Her deep involvement in product development resonates with consumers, especially Indian women, who now feel enabled by a brand designed specifically for them.
Inspiring Future Women Founders
Masaba’s journey demonstrates that rising above societal stigmas and carving your own identity is possible. She built profitable ventures without compromising who she is, setting an example for future entrepreneurs to emulate.
Final Thoughts
There is something to learn from every success story.
The common thread is unmatched strength and persistence in pursuit of ambition.
From conceptualising to manufacturing, packaging, and selling at a market-friendly price point, there is so much to learn from Masaba’s relentless quest to become better than the best.
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