Puja Singh Returns to Lotus Herbals as AGM Marketing

Lotus Herbals has appointed Puja Singh as AGM – Marketing, strengthening its leadership team as the beauty and personal care brand sharpens focus on portfolio expansion and consumer-led growth.

In her new role, Singh will lead marketing and brand operations across a broad portfolio that includes Lotus Herbals, Lotus Dermabotanics, Lotus Makeup, Lotus Organics+, Lotus Botanicals and the clinical skin-tech brand Dermacy. The mandate places her at the centre of brand strategy, innovation and long-term growth planning as the company accelerates its push across organic, dermat and premium beauty segments.

Singh brings over 15 years of experience in the beauty and personal care sector. A gold medalist MBA and alumna of ISB Hyderabad and Miranda House, she most recently led Marketing and Innovations at McNROE Consumer Products. Her track record spans brand positioning for Gen-Z and millennial audiences, celebrity-led strategy, innovation pipelines and full P&L ownership.

This appointment also marks a return to Lotus Herbals for Singh. She previously served as Marketing Manager for the brand’s make-up division and exclusive brand outlets. During that tenure, she played a key role in launching and repositioning Lotus Makeup as a youth-focused, aspirational brand. Her familiarity with the brand’s legacy and consumer base, combined with more recent innovation leadership, is expected to shape the next phase of growth.

At a time when India’s beauty market is witnessing rapid premiumisation and category fragmentation, leadership with cross-functional experience is increasingly critical. Consumers are shifting towards ingredient-led skincare, clinical formulations and organic positioning, while digital platforms are reshaping how brands communicate and convert. For established players like Lotus Herbals, balancing legacy equity with modern storytelling and performance-driven growth is essential.

Singh’s mandate is expected to focus on scaling the brand’s presence across both digital and traditional channels. As beauty consumption increasingly moves online — influenced by content creators, dermatologist-backed claims and direct-to-consumer models — marketing strategies require sharper segmentation and faster innovation cycles. Her experience in bridging creative storytelling with commercial outcomes may prove central in navigating this shift.

The inclusion of brands such as Lotus Organics+ and Dermacy under her oversight signals the company’s intent to strengthen its footprint in organic and dermat skincare categories. These segments are witnessing increased competition from both homegrown disruptors and global entrants, making brand clarity and differentiated positioning more important than ever.

For the broader industry, this move reflects how legacy Indian beauty brands are recalibrating leadership to stay competitive in a market defined by younger consumers, digital-first engagement and product-led narratives. As marketing roles expand beyond communication into innovation and revenue ownership, appointments like this underscore the evolving nature of brand leadership in India’s beauty sector.