Fragrance house

Blur India

Blur India is a beauty brand founded in 2022 during the COVID-19 lockdown by Riya Pant, who identified a gap for homegrown products aimed at Gen Z consumers. It operates as a bootstrapped, digital-first company with a creative identity centered on inclusive self-expression, humorous product storytelling, customer-informed formulas and packaging, and cruelty-free beauty. Initially focused on makeup, Blur India extended into fragrance with the launch of Smells Like Breakfast in Bed Eau de Parfum, bringing its identity into bakery-inspired gourmand scents. The brand is particularly associated with dessert-themed gourmand fragrances; perfume and solid-perfume collections reached half of its revenue, and gourmand scents sold and were repurchased the most. Smells Like Breakfast in Bed is described as the brand’s most-loved perfume line and includes Cookie Crumble, Vanilla Melts, and Coffee Cake.