Users Earn ₹300 for Adding Home Widget, ₹50 Daily for Engagement Driving Higher Retention and 45% Increase in Cart Value

Since launching the feature, Kult’s average order value jumped from ₹2,000 to ₹2,900, a 45% leap and significantly above the premium beauty industry standard of ₹1,800.

Gurgaon, 8^th July, 2025 — In a move that challenges traditional customer loyalty models in India’s booming beauty sector, digital beauty platform Kult has introduced ‘Kult Kash’, a new rewards program that gives users ₹1000 in shopping credits the moment they sign up even before making a purchase. While most loyalty programs offer points after transactions, Kult’s offering inverts the typical model by providing immediate value upfront. The initiative is part of the platform’s broader effort to build long-term user engagement and redefine how beauty consumers interact with digital retail platforms.

Key features of Kult Kash are designed to keep the experience simple and rewarding. Each Kult Kash is equivalent to ₹1, with no complicated conversion rates involved. Users can apply Kult Kash to pay for up to 20% of their cart value at checkout, making it a meaningful discount tool right from the start. Additionally, with every purchase, users receive 20% of the amount spent back in Kult Kash, creating a continuous cycle of savings and engagement with the platform.

“We wanted users to feel like they’re shopping with a wallet that’s already full. It’s not just loyalty it’s beauty made exciting and fun. Since launching the feature, Kult’s average order value jumped from ₹2,000 to ₹2,900—a 45% leap and significantly above the premium beauty industry standard of ₹1,800” says CEO Karishma Singh.

With this structure, Kult positions Kult Kash not just as a discount mechanism, but as a dependable companion that consistently contributes to users’ beauty shopping.  To further elevate user experience and engagement, Kult has introduced a home widget. You add Kult’s new home screen widget, and you’ll earn ₹300 just for showing up. Then you earn ₹50 more each day by engaging with high-quality beauty content. No spammy notifications. Just a chic little daily ritual. Kult also revamped gifting. As you shop, you earn Gems, and at checkout, those Gems unlock real, full-sized gifts you’d want. No mystery pouches. No expired minis. Just rewards that feel like rewards.

A Strategic Move for Growth

Beneath the glam is a sharp retention play. Kult Kash and the new Gift Shop are designed to boost return visits while cutting marketing spend. It’s loyalty that looks like generosity. Kult is betting big on loyalty built around joy, not junk mail. And so far, it’s working.

Kult had also introduced The Perfume Trial at Home, a first-of-its-kind initiative that brings over 150 full-sized luxury perfume testers directly to consumers’ homes in Delhi and Gurgaon. Designed as a “Store-at-Home” experience, the format is free of cost, includes on-the-spot POS support, and allows customers to invite friends, test fragrances without pressure, and receive deliveries within 48 hours. The program offers a new, immersive alternative to traditional fragrance shopping and is set to expand to Mumbai, Bangalore, and Pune in the coming weeks.

Earlier this year, Kult raised $20 million in funding from M3M, one of India’s leading real estate conglomerates. The investment is being directed toward building out the platform’s technology backbone, scaling curated brand partnerships, and launching high-touch consumer experiences that blur the lines between physical and digital beauty retail. The fundraise marks a significant milestone in Kult’s growth journey as it aims to redefine how India shops for beauty.

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New Delhi, India, April 29, 2025 — Beauty Tech and discovery platform Kult today announced the raise of $20 Million in Series A funding, led by Dr. Payal Kanodia and Ms. Aishwarya Bansal from the M3M family office. The round also saw participation by the major investment firm, Venture Catalysts.

Kult plans to hyperscale its growth journey by onboarding 700 handpicked premium products from all across the globe and process more than 10000 order per day by end of 2025. Additionally, the brand will be building out a team of over 200 top tier talent across multiple functions such as sourcing, engineering, product and user experience.

Kult is a technology-led beauty platform that leverages AI to deliver personalized skincare recommendations and a seamless, inclusive shopping experience. Its visual catalog showcases products on a diverse range of Indian skin tones, making discovery intuitive and relevant. Backed by a growing network of over 300 global beauty experts, Kult blends advanced algorithms with expert insights to simplify and personalize the beauty journey.

Founded by Ms. Karishma Singh and Ms. Ruchika Pallavi, the leadership team also is set for expansion with Dr. Payal Kanodia and Ms. Aishwarya Bansal who will be joining the brand as board members.

“We’ve built Kult to be a technology-first solution that makes beauty easier to navigate and more inclusive for Indian users. This is about simplifying discovery through personalization — because beauty should work for you, not the other way around”, commented Ms. Singh and Ms. Pallavi.

Dr. Kanodia said “Kult’s data-driven, customer-first, tech-led model signals the next evolution in the online beauty space—where deep personalization and human insight converge to deliver instant, precise solutions. The strong traction from repeat users in this early stage validates the timing and necessity of launching such a sharply focused, super-niche platform.”

“Kult is uniquely positioned at the intersection of beauty and technology. What drew me in was the clarity of purpose — to create a platform that doesn’t just sell products, but helps consumers make informed, confident choices”, added Ms. Bansal.

The investment comes at a time where India’s beauty and personal care (BPC) market is projected to grow at a compound annual growth rate (CAGR) of 10%, reaching $30 billion by 2027. Within this, the online BPC segment is expected to account for $10 billion, representing approximately 33% of the total market.

The launch event, held in New Delhi, brought together industry stakeholders and early partners to unveil the platform and its features.

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