Apr 06: In a bold move, PAC Cosmetics, an Indian premium makeup brand trusted by professionals and embraced by everyday users, announced the discontinuation of its entire brush range, effective March 31, prompting widespread discussion within the beauty community around fingertip-based blending techniques. The brand later revealed the announcement was an April Fool’s prank. Following the April Fool campaign reveal on 02nd April, PAC Cosmetics has reinstated all makeup brushes and brush kits across its portfolio. The brand also introduced a limited-period promotional offer, including a flash sale with a flat 50% discount on April 1 (9 PM–11:59 PM), followed by discounts of up to 25% off on all individual brushes and brush kits from April 2 to April 5.
With everything now back in place, PAC Cosmetics has restored its complete brush portfolio across its website and digital platforms. The return brings renewed focus to the category, highlighting its continued importance across both professional kits and personal collections. It also creates a moment for consumers to reconnect with tools that have long been part of their everyday routines, now made more accessible as the brand reopens access across its platforms.
The campaign takes a light, playful turn while staying closely aligned with how beauty continues to evolve. With its brush collection fully restored, PAC Cosmetics continues to keep its approach fresh, engaging, and in step with how makeup is experienced .
The campaign also witnessed strong traction across digital platforms, achieving a cumulative reach of over 4.5 million users.
