Change is a part of life—it shapes how we grow and think. Now, when we approach change, every second we learn, and that shifts the way we see the world. Speaking of change and difference, it is also reflected in our daily lives. People are born with different races, skin, colors, and genders. In India, the last few years have seen growing awareness of these differences. Many startups have emerged in response, creating positive ripples in the Indian market. Among them stands a remarkable Entrepreneurial venture from Ahmedabad—Cossouq. The brand promotes accepting yourself by celebrating who you are, today and every day.

For people who identify beyond traditional gender norms, shopping often becomes uncomfortable. They face judgment, stares, and sometimes worse. This social barrier keeps many from expressing their true selves freely. The founders of Cossouq saw this struggle firsthand, which sparked a vision that would change the beauty industry’s landscape forever.

Founders with a Vision

Started by three friends—Parth Patel, Pooja Patel, and Prachin Patel. Cossouq was born out of a simple yet powerful observation. They saw a void in India’s cosmetic marketplace for quality international products and brands.

Pooja, a passionate shopaholic, often traveled abroad. During these trips, she noticed something important. Many high-quality international brands remained out of reach for Indian consumers. Even worse – the social barrier. Non-binary folks felt unwelcome in beauty spaces. Judging eyes followed them through stores, it became an ordeal rather than a pleasure.

The founders saw both gaps in the society. One was about product access. The other was about human dignity. The solution needed an hour, and that’s when Cossouq was born in 2020.

Brand That Stands for All

Cossouq started with the aim of selling freedom. Freedom to be yourself without judgment. Freedom to express your identity through beauty.

Their mantra “Celebrate You,” becomes their business model. Age doesn’t matter here and gender is irrelevant. They created a platform so that every gender is treated equally and given the same respect.

Brand Identity Story – Even their logo tells a story. Check the dual “SS” in cossouq. It’s showcased as a = sign, symbol of equality

Every color choice speaks to their values. The website design welcomes all eyes. Product categories don’t separate by gender. Photos show diverse faces and bodies. From first click to delivery, equality isn’t just promised. It’s practiced.

Building Through Setbacks

2019-2020 was a rough year for business owners and startups. But, after the Pandemic cooled down, orders started picking up. People began reconnecting with the message. And the major turning point came when the #Samjhakar campaign struck a chord with viewers—it reminded them why Cossouq existed in the first place.

When the Message Hit Home

With the same intent of acceptance and pride, the campaign came to life. It started with a strong message that echoed through a brilliantly executed video featuring Shriya Pilgaonkar. The voice of the campaign was loud, clear, and powerful—#Samjhakar. A voice that challenged mindsets, broke stereotypes, and stood up to say, “We accept ourselves.”

The tagline “Celebrating You” reflected everything Cossouq stood for.

“This campaign plays a ‘UNO Reverse’ by turning the tables on the world. It asks them to understand once and for all that in this new age. These extraordinary people will not be backing down or shying away from showing off who they truly are and what they stand for.” – Meet Jatakia, Director of Branding & Marketing at cossouq.

The campaign was not an ordinary message, but it became a movement.

Growing with Gratitude

Cossouq’s journey saw a graph of success that steadily climbed. Over time, the brand became a positive figure for thousands who shopped with trust and belief. And the love wasn’t one-sided. Cossouq showed appreciation by sending thank-you cards to customers with great offers and discounts on products—a small gesture with a big meaning.

By 2025, Cossouq had become a well-known name with more than 400 brands and 15000 SKUs on board, hitting around 300 orders a day was no small feat. And yet, the goal remains bigger—1000 orders a day. While that number sounds massive, they believe growth compounds with time, knowledge, and deep market understanding.

Their genuine approach and belief in the brand made them the exclusive Indian dealers for Voir Haircare and Diva Cup. A milestone of trust by global names. 

Final thoughts

Some startups fold when faced with tough times. Others push through with grit. Cossouq chose the difficult path. They refused to give up their dream.

While the pandemic crushed many new businesses, this team kept moving forward. One small step after another. Their message of self-celebration became even more vital during dark days. They broke normal beauty industry rules and created space for everyone to belong. Most importantly, they showed that accepting yourself is powerful.

Cossouq is changing how India sees beauty itself. And that might be their greatest achievement of all.

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