Why the Indian beauty shopper has become a darling of brands
The Indian beauty and personal care market is growing at a steady pace and is expected to reach a whopping $33.33 billion by the year 2027, according to the latest Statista findings. Over the past five years, more than 20 leading international beauty and skincare brands have entered the Indian market, both online and offline. Some of the brands that have gained popularity among Indian consumers are Charlotte Tilbury, Lancôme, Too Faced, Huda Beauty, Pat McGrath, and even Zara which recently launched a collection of lipsticks, lip oils, nail paints and eye shadows.
Online marketplaces like Nykaa and Sephora are also contributing to the growth of the Indian beauty market. The presence of more brands and products has increased the competition among the brands and has given consumers a wide range to choose from. Along with the international brands, there is also a simultaneous growth of homegrown brands like Juicy Chemistry, Neemli Naturals, and Mamaearth that offer quality products at more affordable prices.
What has led to this increase in demand for beauty products? One reason is the growing spending power of consumers, their desire to experiment and the exposure to different brands via social media. The presence of more luxury brands like Lancome has also helped to cultivate an appetite for luxury beauty products in the Indian market.
Eva Lopez, the head of Zara Beauty, stated that their products are compatible with everyone, which she feels will be the brand’s main strength, along with great pricing. For example, their foundations come in 51 shades. As a brand, they also encourage consumers to experiment with an array of styles, textures, and colors while embracing bold colors that suit the upcoming seasons and future fashion trends. Brands will have to continue to keep themselves updated to attract more shoppers.
The increased appetite for beauty products has intensified the competition among the brands, pushing them to try different ways to attract customers. Consumers have become very demanding, and they are not very loyal either. They are butterfly consumers, and their routine evolves every day. Today, it’s a five-step skincare routine, tomorrow it’s about the mask, and the next day it is about layering serums.
It is interesting to note that India is ranked fourth globally for generating the highest revenue from the beauty and personal care market in 2021. This shows that the Indian beauty shopper has become a darling of brands, both homegrown and international. With the growing demand and the increased competition, it is great to see how brands are innovating to cater to the evolving needs of the Indian Beauty Shopper.
