Our Story - Cetezuz Beauty

ABOUT US

Three people, one warehouse, 800+ products. We started in 2024 because we couldn't find a cosmetics store in Gujarat that kept popular items in stock and didn't charge a marketplace markup.

HOW IT STARTED

Devika was working procurement at a cosmetics chain in Surat when she noticed a pattern: customers kept asking for products that were perpetually out of stock. The popular shades sold out fast. Niche brands never got shelf space at all. And online marketplaces charged 15-30% more than MRP.

She quit in late 2023 and opened a 400 sq ft warehouse in Bhatiya. The idea was dead simple — stock everything people actually buy, price it at MRP, and keep it available. No flashy interior, no beauty consultants on commission. Just shelves full of product.

Nihaal joined six months later to handle logistics when the daily order count passed what one person could pack. Taarini came on in 2025 to run the website and answer customer calls. That's the entire team today.

WHAT WE
CARE ABOUT

Not a mission statement — just three things
we actually do every day and measure ourselves against.

Stay in stock

We track what sells and reorder before it runs out. If something shows as available on the site, it's physically in our warehouse. When we're out, we say so. No pre-orders, no "ships in 7-10 days" games.

Sell at MRP

Every product on our site is priced at the manufacturer's maximum retail price. We make our margin from buying in volume at distributor rates, not from charging customers more than what's printed on the box.

Answer the phone

Sounds basic, but try calling most online stores. We pick up between 10am and 6pm, six days a week. If Devika's on another call, Nihaal answers. If he's packing orders, Taarini picks up. Someone always does.

MEET THE
TEAM

Everybody who works at Cetezuz is in this photo.
That's it — no hidden office, no outsourced call centre.

Devika Rath

FOUNDER & CEO

Former brand manager at a top cosmetics company. 6 years of experience. Handles procurement, supplier relationships and decides what gets stocked. She's the one signing every purchase order.

Nihaal Vohra

OPERATIONS & LOGISTICS

Joined early 2025 when order volume got too big for one person. Manages the warehouse, packing, courier dispatch and inventory counts. Also picks up customer calls when Taarini's busy.

Taarini Joshi

CONTENT & CUSTOMER CARE

Writes every product description on the site, runs Instagram, handles volume and shade-matching calls. If you phone with a question about which foundation works for your skin, she's the one who answers.

Legal

Cetezuz

ORDER NOW

37VC+6VP, Main Bazar Rd,
Bhatiya, Gujarat 361315, India

Phone: +91 42688 19156 | Email: glow@cetezuz.shop

Imprint

Cetezuz Beauty Private Limited | CIN: U52609GJ2024PTC149832 | GSTIN: 24AAXCC7891P1ZS

Registered Office: Main Bazar Rd, Bhatiya, Gujarat 361315 | CEO: Devika Rath | PAN: AAXCC7891P