Homegrown cosmetics brands have room for further growth
- Building a brand in the country’s beauty market has historically been harder than building one in its personal care space, where we have seen the mushrooming of many more brands.
In the early 2000s, a face full of makeup in India was reserved for special occasions – a Diwali party or the wedding of a close friend. Today, beauty regimes are part of the millennial woman’s vocabulary and daily routine. Be it for formal in-person or virtual meetings, or casual catchups with friends, she does not shy away from using her setting powder, adding a hint of eyeliner and mascara, and applying her favourite shade of lipstick. In fact, beauty products are used daily by the top quartile of cosmetics users in the country, as frequently as their use of shampoo and deodorant.
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