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  1. Gush Beauty - Redefining the Beauty Regime for Gen Z

    Authors: Mishra, Oly; Agrawal, Vipin; Roy, Subhadip; Nasit, Alpesh; Amin, Shahid;

    Reference No: MAR0562 Pages: 11 Published on: 22, September, 2026

    Abstract: Gush Beauty, founded by Sheil Jain in 2019, is an Ahmedabad-based direct-to-consumer (D2C) beauty and personal care brand that caters to Gen Z consumers seeking simplicity and innovation. Known for its stackable and multifunctional products, the brand initially received a positive response from customers online. However, rising competition in the ... More

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