One of India’s fastest-growing clean beauty brands, Pilgrim, has made an impressive entry into the lip category. In just seven months, the brand has achieved viral success.

Pilgrim has sold over 500,000 units of its Matte Me Up Bullet Lipstick, Liquid Lipstick, and Dubai Bling Glitter Lipstick, which the brand says is a first-of-its-kind.

Gagandeep Makker, Co-founder of Pilgrim, said, 

“Our customers repeatedly expressed the need for a hydrating formula that does not compromise on rich color payoff. That is how our Intensely Pigmented Bullet Lipsticks were born, formulated with hydrating and skin-nourishing ingredients like Spanish Squalane and Hyaluronic Acid. Our collections don’t just deliver performance; they tell visual stories that celebrate individuality, global cultures, and our clean beauty ethos.”

Impressive Growth

The excitement created among Gen Z and Millennials led to Pilgrim’s fast rise to success.

The brand’s lipstick sold out twice in just six months—and Pilgrim sold one lipstick every minute. A key growth driver is Pilgrim’s creator-led strategy, involving over 1,000 influencers, from top-tier influencers to micro-influencers. 

Influencer campaigns for Pilgrim’s Glitter Lipstick, Matte Me Up Liquid, and Bullet Lipsticks generated over 100 million impressions across social media platforms. 

Viral Collections

Pilgrim’s makeup collections are designed to offer visually immersive experiences, often inspired by rich global cultural narratives. 

The Bullet Lipsticks received praise for their luxe packaging, creamy formulation, and inclusive shade range that caters to diverse Indian skin tones.

The Dubai Bling Glitter Lipstick campaign showcased the unique glitter finish and featured iconic shades named after the opulent Dubai lifestyle.

The Spanish Collection drew inspiration from the passionate world of Flamenco dancers from Spain. Influencers recreated the Spanish Señorita look with bold makeup. This sparked a viral trend among nano-influencers and consumers. 

Pilgrim also plans to launch over 50 new products in 2025, reinforcing its vision to innovate at the intersection of beauty, skincare, and community.

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