This article was originally published in Cosmetics Business’ Beauty Hotspots Trend Report. Receive your copy here
Indian beauty brands – collectively dubbed ‘I-beauty’ – have been a long-time choice for health-conscious consumers who appreciate many brands’ incorporation of Ayurvedic ingredients and rituals. However, new focus on cutting-edge skin science, climate-conscious formulations and winning over India’s tech-forward Gen Z have resulted in I-beauty drawing international attention, in addition to a devoted local consumer base.
“Indian consumers are much like the rest of the world,” comments Olivia Houghton, Beauty and Health Trends Lead Analyst at strategic foresight consultancy, The Future Laboratory. “They expect more from beauty than the industry is currently delivering at a standard level... So, if brands are not prioritising products that address their unique needs... they will not invest their money.”
Unique needs pinpointed by Houghton include skin tone, lifestyle, climate and ethical concerns; according to The Future Laboratory, younger Indian consumers, in particular, are making sustainability and circularity key considerations in their beauty choices.
“I-beauty is evolving,” notes Vivek Sahni, founder of Kama Ayurveda, a luxury skin care brand which blends Ayurvedic wisdom and modern science. “Today’s Indian consumer is more aware and demanding, and seeks tradition with the guarantee of efficacy. What we are seeing is a fusion of ancient and modern.”
This I-beauty elevation in terms of luxury and science has gone hand in hand with a sustained surge in beauty and personal care consumption by Indians. In 2024, the domestic market topped US$18bn, according to Euromonitor – a 9.2% increase on 2023.
What is more, India’s beauty exports are also on the rise. The Mumbai-based All India Cosmetic Manufacturers Association shared that India’s export value of herbal cosmetics in 2024-25 was ₹5,831 crore, up 8% on the prior year period. According to the association, India ranks seventh globally for the world’s cosmetics exporters – a position it can expect to maintain or even improve on, thanks to local brands’ steps towards international expansion.
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