Indian YouTuber, actor, and Content Creator Harsh Beniwal has entered the consumer products space with the launch of Octopus, a direct-to-consumer fragrance brand. The move marks the digital creator’s first business venture outside content creation and entertainment, as he expands into India’s growing beauty and personal care market.
The brand has launched with three fragrances named Rhapsody, Mirage, and Darling. According to its website, the perfumes are positioned as premium-inspired scents designed to offer alternatives to luxury international fragrances while remaining accessible to Indian consumers through a D2C business model.
Octopus Focuses On Direct-To-Consumer Fragrance Sales
Octopus says it aims to reduce traditional retail markups and high branding costs by selling directly to consumers through its online platform. The company states that the pricing strategy is intended to make premium-inspired fragrances available at more affordable price points without compromising on product quality.
Product listings indicate that Rhapsody draws inspiration from Jazz Club, while Mirage and Darling reference fragrance profiles similar to Ombre Nomade and Miss Dior. The company says its focus is on delivering quality formulations while avoiding inflated pricing associated with premium international brands.
Creator-led brands continue to expand beyond content
The launch follows teaser campaigns by Harsh Beniwal on social media, in which he hinted at an entrepreneurial venture before revealing the brand. The dedicated website went live ahead of the official announcement, with some early customers reportedly placing orders before the formal launch.
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The venture adds Harsh Beniwal to a growing list of Indian creators building businesses beyond digital content. As influencer-led consumer brands continue to expand across categories such as beauty, fashion, and wellness, creators are increasingly leveraging their audience reach to build direct relationships with consumers through owned brands.
