India, Feb. 22 -- For Priyanka Nawani, make-up was more than looking good. Coming from an apparel background and having run her family business, she understood how quality cosmetics could elevate confidence and reflect personal style. But when she began assembling her own beauty kit, a familiar dilemma surfaced. Affordable make-up often fell short on performance, while high-quality options priced many Indian consumers out.

In 2017, Nawani joined forces with Mohit Pardasani (her spouse-to-be at the time) to set up FLiCKA Cosmetics. Their aim was to serve the 'missing middle' in India's beauty market, which was largely split between mass products and global premium labels. Positioned as an affordable-luxury label, FLiCKA aims to bridge the...