Indian beauty and cosmetics brand RUFA Beauty announces the recent appointment of Shubham Mehrotra, who joins as co-founder and Managing Partner. 

A global executive and brand strategist, Shubham has established a reputation as a go-to business expert with both clients and consumers and has worked with organizations and individuals across a diverse spectrum of industries, from start-ups to super-star brands to niche businesses.

“We are thrilled to welcome Shubham to RUFA and look forward to further accelerating the industry-disrupting, high-performance cosmetic line that has built a cult following in just a few years,” said Anisha Maredia, co-founder and CEO, RUFA beauty. 

Founded in 2018, RUFA Beauty’s mission is to provide consumers with harm-free, and customer-focused skincare and cosmetic solutions. The brand has carved its own niche in this space, having identified market gaps and developing unique products.  

Shubham’s appointment comes at an important juncture, as RUFA initiates its 2025 Growth plan.  In her new role, Shubham will drive brand strategy and identity, spearhead digital marketing initiatives and accelerate RUFA’s distribution across APAC.    

RUFA is aggressively expanding its strong existence with 10,000 plus retail stores by 2025 across 150+ cities with a purpose to reach the doorsteps of every cosmetics user in the country.

“There is a huge opportunity to expand in the ever-evolving beauty and cosmetic industry, where consumers value high-quality products at attractive prices, and with RUFA’s premium line of products across categories and strategic pricing RUFA is all set to reach the pouches of every cosmetics user in India and APAC,” said Shubham. 

RUFA curates its products for people across all skin types, skin colour, by defying the idealistic beauty standards and is at the forefront of bridging the gap between quality products and everyday people wanting high performing, vegan and cruelty free cosmetics. 

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