India, Feb. 16 -- Have you ever stood at a beauty counter, staring blankly at what seemed a hundred shades of the same foundation, and still walked away confused?

The high-end options promise perfection - but at prices that make you drag your feet. The affordable ones are easier on the pocket, but often raise questions like whether they suit your skin, whether the ingredients are safe, or whether the shade will oxidise. And, when you finally pick up something, you return without any guarantee that it will actually match.

For millions living beyond metro cities, dependent on local retailers with fewer options, buying colour cosmetics is less about indulgence and more about balancing price, performance and poise. Shopping malls in metros ...