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 beauty sector, increasing customer acquisition costs and declining returns on advertising spend challenged the company’s profitability. With a growing dependence on online marketplaces, Gush Beauty is re-evaluating its distribution mix. The company aims to balance its D2C website, third-party platforms and selective retail collaborations to support sustainable growth.