New Product Development Executive

NPD Executive (New Product Development)

Brand: Maliao

Location: Netaji Subhash Place (NSP), Delhi (On-Site)

Working Days: 5 days (Monday to Friday)

Experience: 2–5 years in cosmetics / personal care NPD

Employment Type: Full-time

About Maliao

Maliao is a fast-growing colour cosmetics brand with a portfolio of 400+ SKUs across lips, eyes, face and nails. Our tagline, "Beauty that speaks you" reflects what we build: trend-led, affordable makeup that lets people express themselves. We sell through our own website and leading online marketplaces, and we work with a network of contract manufacturers to bring new products to market quickly.

Role Overview

We're looking for an NPD Executive to take products from idea to launch. You'll turn market trends and consumer insights into product briefs, work closely with our contract manufacturers on formulation, shades and packaging, and coordinate with internal teams so every launch reaches the market on time, on budget and to quality standards.

Key Responsibilities

Product Ideation & Research

• Track beauty trends, competitor launches and consumer reviews to find new product and shade opportunities
• Build product briefs covering concept, target consumer, claims, shade range, texture, finish, target cost and MRP
• Run benchmarking of competitor products (texture, payoff, wear time, pricing, packaging)

Development with Contract Manufacturers

• Share briefs with third-party manufacturers and manage the full sampling cycle through to final approval
• Evaluate samples for texture, colour payoff, stability, fragrance and wear, and give clear, documented feedback
• Finalise shade cards and ensure lab samples match approved standards
• Negotiate costing and MOQs, and identify and onboard new manufacturers and packaging vendors as needed

Packaging & Artwork

• Source and develop primary and secondary packaging (components, closures, cartons) in line with brand and cost targets
• Coordinate with the Creative team on packaging artwork, and check all label copy, ingredient lists (INCI), batch details and mandatory declarations before print

Compliance & Documentation

• Ensure products and labels comply with BIS, CDSCO and Legal Metrology requirements
• Collect and maintain COA, MSDS, stability and safety test reports, and formulation records for every SKU
• Maintain a clear NPD tracker with stage-wise status, timelines and approvals

Launch Coordination

• Plan launch timelines and drive them across manufacturers, SCM, Creative, E-Commerce and Marketing
• Share product information (claims, ingredients, how-to-use, shade descriptions) with the listing and marketing teams
• Verify first production batches against the approved standard before dispatch
• Collect post-launch feedback and reviews, and drive improvements or reformulations where needed

Requirements

• Bachelor's degree in Cosmetic Science, Chemistry, Pharmacy or a related field (B.Pharm / B.Sc / B.Tech in Cosmetic Technology preferred)
• 2–5 years of NPD experience in colour cosmetics or personal care, ideally with a D2C or FMCG beauty brand
• Hands-on experience working with contract / third-party manufacturers
• Good understanding of cosmetic ingredients, formulation basics, product evaluation and packaging components
• Working knowledge of Indian cosmetic labelling and regulatory norms (BIS, CDSCO, Legal Metrology)
• Strong eye for colour, texture and shade matching
• Highly organised, able to run multiple launches in parallel and meet deadlines
• Proficient in MS Excel / Google Sheets; clear written and verbal communication in English and Hindi

Good to Have

• Experience across lips, eyes, face and nail categories
• Existing network of cosmetic manufacturers and packaging vendors in India
• Knowledge of costing sheets and margin calculations

What We Offer

• End-to-end ownership of product launches at a growing beauty brand
• A fast-paced, collaborative team where your ideas reach the market quickly
• 5-day working week (Monday to Friday)
• Competitive salary based on experience

How to Apply

Send your CV to hr@maliao.in with haadiya.khan@maliao.in in CC.

Subject line: "Application – NPD Executive"