Campaign models showcasing Sotrue products

Hello,
Earthling!

Welcome to Sotrue Fearless. Fun. Fabulous.
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What We Believe

At Sotrue, beauty has no rulebook.

Green on Monday? Do it.

Glitter at 2 PM? Why not.

Makeup should fit you, not the other way around.
We celebrate every shade of India from dusky to fair, wheatish to olive.
Our products are built for your unique skin tones and every kind of weather.

Why should great makeup cost a fortune?

Founder of Sotrue

Our Story!

Back in 2015, one simple question changed everything. Our founder Manoj Sethia believed Indian beauty lovers deserved luxe-quality makeup at honest prices.

With no big budgets to shout loud, we let our products speak for themselves. Word-of-mouth, offline launches, and passionate creators turned Sotrue into a beauty movement.

The Dream Team

The Dream Team

When Rishabh & Abhishek joined the mission, Sotrue went from a small offline idea to a Pan-India phenomenon. They took Sotrue to digital-first shoppers, set up kiosks nationwide, and made premium beauty accessible to every Indian, from metros to tier-3 cities.

Today, we're a 200+ member family, obsessed with inclusivity, innovation and affordability.

Mission

To Democratize Makeup  Making premium-quality, cruelty-free beauty accessible to every Indian, everywhere.

Vision

To become India's most loved affordable beauty brand and take our fearless colors & playful spirit to the world, while staying ethical and planet conscious.

Our Values

Affordable Luxury icon
Affordable Luxury
Cruelty Free icon
Cruelty Free
100% Vegetarian icon
100% Vegetarian
Designed In India icon
Designed In India
Planet-Friendly Future icon
Planet-Friendly Future

Our Journey So Far

01

Born with
Mission
MARS came to life, bootstrapped with a simple dream: to create premium-quality, affordable makeup made for India. 
2015
2018

02

Digital
Inception
We took our first step into the online world, making beauty more accessible than ever. 

03

Recognition &
Big Moments
Shiprocket Shivir honored our 4-in-1 Travel Brush with the Excellence in Smart Affordables Award. We also became the official cosmetics partner for Nancy Tyagi at Cannes 2024.
2024
2025

04

Growing
Smarter Every Day
With 40+ kiosks across India and with a vision to reach 200 by 2030, we are trusted by over 2.5 million customers and a vibrant digital community of makeup lovers. 

Awards & Recognition

ET Beauty Brand of the Year (Jury Recognition)

ET Brand Disruption Awards for Best Product Re-launch for Glow O' Clock Primer

Afaqs – Best Influencer Marketing Campaign ("Iconic Again")

Buzz That's Real

What People Say

Our community calls Sotrue the 'hidden gem' of affordable glam

Customer review photo 1

Pigmented & Transfer Proof

The lipsticks are so pigmented and transfer proof. I love them. Definitely it's an amazing, I recommend everyone to go for this product.

Superstay Lipstick

Customer review photo 2

Texture is really smooth

This is a medium to high coverage foundation, the texture is really smooth. A must buy!

Foundation High Coverage

Customer review photo 3

Light weight & Comfortable

The lipstick is wonderfully merged on my lips that is even not know that I am wearing it. It's so light weight and comfortable I just love it.

Popstar Liquid Lipstick

Customer review photo 4

Lovely magic wand

I was wishing to have a great makeup brush and I found lovely magic wand.

4 In 1 Travel Brush