How Yes Madam is Fixing India’s Beauty Service Problems and Building a 58-City Empire
India has a booming beauty industry and a beauty services market, but it has long been plagued by trust issues, fake products, inconsistent pricing, and unreliable service quality. Many salons provide home services, but because of unreliable service quality and high pricing, many customers feel frustrated. Yes Madam saw this gap and frustration, creating Yes Madam, a tech-led home beauty platform that emphasises transparency, verified products, and trained professionals.
Founded in 2016 by Mayank Arya (CEO) and Aditya Arya (COO), along with Akanksha Vishnoi (CMO), the Noida-based startup has grown into a major player, operating in 58 cities and empowering over 7,500 active beauty professionals.
The Personal Experience That Sparked Yes Madam
The idea for Yes Madam came from a personal incident. Mayank Arya and Aditya Arya’s wives complained that the service that they had taken from a salon was not good. Investigation revealed counterfeit products being passed off as premium brands like L’Oréal and VLCC.
This incident highlighted a widespread problem in the industry: bulk refilling of branded bottles with fakes, arbitrary pricing, and quality compromises. The founders decided to build a platform that could eliminate these issues through transparency and control.
Yes Madam offers more than 200 beauty, hair, and wellness services from facials and waxing to manicures delivered at home. Customers can browse services, choose between standard or premium professionals, and see a clear price breakdown at checkout, including service charges and product costs. Pricing starts at ₹6 per minute, with the flexibility to use the platform’s products or personal ones.
Tackling Fake Products with In-House Brands
To fight fake cosmetic products, Yes Madam introduces in-house brands like Sokora (Korean-inspired) and Organic Da Roma (Italian-inspired) product ranges. These products are sold exclusively on the platform, packaged in single-use, mono-dose formats, and scanned via barcode before every service to ensure authenticity and traceability.
Today, 70-80% of products used in Yes Madam services come from these in-house lines. This approach has significantly improved customer trust and repeat rates.
Technology That Ensures Consistency and Safety
Yes Madam’s end-to-end tech stack is designed to remove ambiguity at every step. After booking, the system automatically assigns the nearest available professional based on location, availability, and past preferences.
Professionals confirm via OTP, arrive in uniform, photograph their setup to show disposables, and scan product barcodes before use. Customers verify the professional with another OTP, and the service begins only after confirmation. At the end, customers sign off on room condition and valuables, followed by a final OTP.
This creates a complete digital trail covering hygiene, timing, product authenticity, and service quality.
Impressive Growth and Scale
Yes Madam’s growth has been remarkable. In 2020, the platform logged around 1.76 lakh bookings. By early 2026, annual bookings had surged to nearly 24.6 lakh a 14-fold increase.
The company started in 20 cities in 2020 and has expanded to 58 cities, with a strong presence in Delhi-NCR, Bengaluru, Hyderabad, Mumbai, Pune, and Kolkata. It maintains a high focus on repeat customers, especially those using in-house product lines.
The startup has onboarded over 12,000 beauty professionals, with around 7,500 active today. Partners go through rigorous screening, training (15–45 days), background verification, and must purchase a ₹30,000 starter kit (with loan options available).
Financial upside is attractive. While many salon workers earn ₹10,000–12,000 monthly, Yes Madam professionals average ₹45,000 in business, with top performers earning up to ₹90,000 gross. The platform uses a tiered system (Standard to Queen) where better performance leads to higher rates and lower commissions. Around 150 partners currently operate at zero commission.
Partners also receive accident and life insurance, medical coverage, and other benefits to encourage long-term loyalty.
Standing Out in a Competitive Market
Yes Madam operates in a crowded space with players like Urban Company, GetLook, Sparkl, MakeO, and Belita. Its differentiation comes from full focus on beauty services, strong emphasis on in-house verified products, and a robust tech backbone for consistency.
The company is largely bootstrapped and has grown at nearly 100% year-on-year while remaining EBITDA positive. It appeared on Shark Tank India and received a four-shark offer but chose not to proceed after valuation reassessment.
Future Plans and Vision
Yes Madam is now shifting focus from pure expansion to deepening presence in existing markets. It plans to increase average ticket sizes through high-value services like Hydra Facials (already doing 15,000 monthly services in Delhi-NCR), laser hair reduction, body toning, and male-focused offerings.
The long-term vision is to build a single integrated beauty ecosystem combining home services, physical salons, and D2C products on one platform.
In India’s booming hyperlocal services market, Yes Madam is proving that transparency, technology, and trust can create a scalable, high-quality beauty experience at home.
From a personal bad experience with fake products to empowering thousands of beauty professionals and serving lakhs of customers, Yes Madam’s journey shows how solving real pain points with thoughtful execution can build a meaningful business.
As the company expands further, it is well-positioned to become a leading name in India’s organised beauty services sector.