Introducing Mr.Ajay Ghooli, MD, Kaunis India who shares his strategy for BeYu cosmetics


n 1999, the visionary and cosmetics expert Helmut Baurecht introduced the brand BeYu to the German market to fulfill the wishes and expectations of trend-oriented, confident young women: Cosmetics with a promise of high quality and exceptional price-performance ratio.the vast product range of BeYu

BeYu – A leading German color cosmetic brand has been a success for more than 15 years and one of the main reasons for it is that BeYu recognizes international trend themes and implements them and adapts constantly to changing customer needs. Over 500 items, around 120 new releases per year and a global presence in over 40 countries speaks for itself! BeYu cosmetics and more GmbH belongs to the ARTDECO cosmetic group which was founded in 1985. With more than 500 employees it is one of the most successful producers of cosmetic products in Europe.

Founded in 2016, Kaunis is a PE-backed organization impassioned about developing effective strategies for the entry of world-class brands into the Indian beauty market.  With a vision to become a one-of-its-kind service provider to international brands, Kaunis aspires to become a leading player in the business of beauty in India.

Ajay Ghooli, M.D, Kaunis

Mr. Ajay Ghooli, M.D, Kaunis

Kaunis will act as an anchor for BeYu in the Indian beauty market by devising and implementing strategic plans that cover all spheres of their business and define the road map ahead for their development and growth.

Ajay Ghooli, MD Kaunis, has more than two decades of experience in the beauty space having worked with brands like L’Oréal, Maybelline, Lakme & Ponds.

He has been instrumental in institutionalizing Counter operations of the beauty business, first with LÓreal and then for Lakme & Ponds in India,where he was part of the Core team responsible for the on-ground transformation of the brand.

  • What has been your current interest in the Indian Market?

AG: With the evolving consumer and their increase in disposable income, India holds the promise of being one of the fastest growing beauty markets. The space for premium beauty brands is opening at a fast pace and hence the need for gateway partners like Kaunis; to facilitate the entry of premium international brands in the India market.

India grapples with issues of service levels, customer orientation, and strong retailer relationships, Kaunis attempts to sort all these issues in the most effective manner to enable a superior consumer experience.

  • What is the brand portfolio?

AG:While our first brand is BeYu, which has already hit the market, we will also bring other brands from the ArtDecogroup. Apart from this, we are working on a brand from Australia and Greece for specific modern tradechains.

  • Currently Which areas of expansion do you plan for distribution and why?

AG:Apart from the shop in shop concept, we are also keenly exploring the kiosk/ store route as this format enables us to express the brand in all its glory.

  • What has been your strategy for sales?

AG:In addition to maintaining healthy and cordial relations with our trade partners, we will invest heavily in training and equipping our field teams to deliver the best service levels in the market. The beauty advisors who are the face of the brand to the consumer will be on the payroll of Kaunis.

  • What is unique with BeYu?


  1. BeYu recognizes international trend themes and implements them and adapts constantly to changing customer needs.
  2. BeYu products are dermatologically approved and are paraben & fragrance free.
  3. BeYu opposes animal testing.
  • What are your future plans?

AG:To increase our presence in various beauty categories by sourcing premium quality brands from across the globe. To provide best in class service levels to our trade partners and consumers.

BeYu offers complete make up solutions for your face, eyes, nails and lips.  As a cosmetic brand, it listens to the pulse of the world and its innovative cosmetic products often reflect the special moods, impulses and trends across the globe.  Therefore, BeYu’scolor palette is as varied as the worldwide influences that define it.

BeYu products are dermatologically approved and are suitable for sensitive skin. Paraben Free and Fragrance free, BeYu explicitly opposes animal testing and maintains very high quality standards; using only the best ingredients for its products, which can be experienced with all senses: from the high-quality texture to the modern and functional packaging.

After marking its presence in over 40 countries, BeYu is now in India. The beauty cosmetic giant from Germany has partnered with Kaunis Marketing Services Private Limited to build its presence in India and will have stores in Mumbai, Delhi, Lucknow, Kanpur, Chandigarh, Ludhiana, Pune, Nagpur, Ahmedabad, Baroda, Surat, Bengaluru, Kolkata, Gangtok, Siliguri, Hyderabad, Chennai, Cochin, and Trivandrum.


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