India, Aug. 26 -- Some beauty brands arrive with an inherent allure (scientific depth, a sense of luxury or something more elusive) that immediately turns them into cult-favourites. Others must navigate through painstaking R&D, countless experiments and best-in-class marketing and community building before an intriguing product line can hope to capture people's imagination.

By the end of 2018, mCaffeine was struggling. Even two years after its debut, the caffeine-themed beauty and personal care brand (its parent company is PEP Brands) did not strike a chord with Indian consumers. Despite a bold, attention-grabbing name and the allure of a standout ingredient, it could not carve a niche in a crowded market.

"We made every rookie mistake ...