Love, Indus: South Asian-Inspired Skincare Brand Makes QVC Comeback After Last Year’s Sellout Success

Key Takeaways

Love, Indus, a South Asian-inspired skincare brand, has appeared on QVC three times in six months.
The brand’s “Amrutini Luminosity Dewdrops” serum sold out within 11 minutes during its debut segment on Nov. 1.
Challenges of entering QVC included significant upfront investments in product certifications and marketing materials.

Love, Indus Makes Waves on QVC

Love, Indus is making a splash on QVC, appearing for the third time in less than six months, showcasing its South Asian-inspired skincare products to a vast audience. The brand gained recognition when its “Amrutini Luminosity Dewdrops” serum sold out 1,250 units within just 11 minutes during the “Fri-YAY! with Alberti and Amy” segment on November 1. This debut was noteworthy, attracting a 400-order waitlist, despite QVC’s usual reluctance to launch new brands during the busy holiday season.

The brand’s founder, Surbhee Grover, attributes the initial success to the enthusiastic endorsement by QVC host Alberti Popaj, who shared his positive personal experience with the serum, highlighting its visible effects on his skin over three weeks. Grover believes this genuine passion played a crucial role in driving sales.

Entering QVC is a daunting challenge for emerging brands like Love, Indus, involving significant financial commitment. The company invested tens of thousands of dollars over several months, primarily on necessary clinical trials—costing around $50,000—custom packaging, set design for on-air segments, and ensuring the products met QVC Clean standards, including obtaining Leaping Bunny certification.

To further enhance their QVC presence, Love, Indus collaborated with consultant Maureen Malloy, a former QVC category specialist, who guided them through the onboarding process. QVC also supported the brand with design, legal advice, and on-air training.

Beyond QVC, Love, Indus is available at retailers such as Neiman Marcus and Macy’s. The brand experienced a boost in sales from the visibility gained through QVC, although Grover cautions that sustaining such momentum is essential for long-term success.

Following the robust performance of their debut, Love, Indus returned to QVC on December 20 with the “Freedom of Expression Line Limiter,” offering 1,250 units at a discounted price. Despite selling 65% of the inventory during this live segment, Grover acknowledged that the short seven-minute air time, combined with the timing just before Christmas, affected sales compared to the previous segment.

QVC, now part of the QVC Group, has recently undergone a rebranding strategy following significant challenges, including an $809 million loss in 2024. The company aims to revitalize its brand presence in the marketplace through reorganization and an emphasis on social and streaming platforms. Alex Wellen, formerly of MotorTrend Group, was appointed as the new president in a bid to lead QVC Group through this transition as it seeks to adapt to changing retail dynamics.

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