In December 2025, I joined Campaign India for a short stint to help launch a few new initiatives, and one of them turned into one of the most consuming, satisfying projects I’ve done: their first-ever knowledge report in India, in the spirit of what Campaign globally has been doing for years as Campaign Red. We landed on beauty marketing as the subject, and called it Beauty Decoded.

Once I collated all my responses, my drafts ran into something like a hundred pages on Google Docs which were eventually shapeshifted into seven chapters! I’ve always loved deep-dive, qualitative research, but this was the biggest solo research-and-editorial project I’d taken on. Campaign India’s team backed me at every step, and my friend Nehal came in at the last stage to edit everything, and made it even better. The report features about 30+ voices shaping the conversation across the beauty & personal care ecosystem – brands, platforms, investors, analysts, creators, and design studios.

It’s also written to be future-looking, so it should stay relevant for a while yet. And it’s been wonderful watching people share it and find real value in it. The report is under a paywall, though the design chapter is free to read with a quick registration: https://www.campaignindia.in/beauty-decoded.