Beauty, personal care spending increases 5 times in 10 years:Not just kajal, powder lipstick, but also moisturizer occupy dressing tables

Women in India have been using different methods for grooming and beauty care since ancient times. The beauty culture that was once limited to ubtan, sandalwood, rose water, kajal, henna, and natural oils has now transformed into a massive market worth billions of rupees. Earlier, beauty care meant only traditional home remedies and dressing up for social occasions, but now it has become a part of confidence, lifestyle, self-care, social media presence, and personal identity. The dressing table of Indian women is no longer limited to just kajal, powder, and a lipstick. In the past two decades, India’s beauty culture has changed rapidly. Where earlier ‘looking fair’ was the biggest promise of the beauty industry, now terms like ‘skin health’, ‘glow’, ‘sun protection’, ‘hydration’, and ‘anti-aging’ have become common. Women now want to know what active ingredient is in a product and what effect it will have on the skin.

After COVID, the trend of ‘skin-first’ and ‘skin minimalism’ has grown rapidly. That is, using fewer but more effective products. According to Global Data, publications like Vogue India, ‘hybrid beauty’ is now becoming increasingly popular. That is, using products that serve both makeup and skincare purposes. Such as- foundation with SPF, serum-infused concealer or moisturizer-primer combo. According to people associated with the beauty industry, in the past decade, the share of skincare, haircare and cosmetics in monthly household expenses has continuously increased. Per woman beauty and personal care monthly expenditure has increased up to five times. Changing trend: Fair skin, glass skin, matte skin, hybrid 1950-60 and Earlier – Era of Home Remedies and Simplicity Beauty care meant gram flour, cream, turmeric, rose water and coconut oil. Talcum powder, kajal and sindoor were the main products on the dressing table. Makeup was limited to weddings or special occasions. 1960-80 – Impact of Films, Fair Skin as Symbol of Beauty The influence of heroines’ hairstyles and bright makeup increased. Colored lipstick, nail polish, compact powder became popular. Fair skin became a symbol of beauty. The fairness cream market grew rapidly. 1990s – Liberalization and Entry of Foreign Brands International brands came to India. Options for lipsticks, foundations and hair colors in different shades became available. Fashion magazines and TV advertisements popularized the ‘glamorous look’. 2000s – Rise of Salon Culture Facials, hair spas, skin treatments became common even in small towns. Young girls also started using beauty products regularly. After 2010 – Influencers Changed the Trend Terms like ‘no-makeup makeup’, ‘Korean skincare’, ‘sunscreen’, ‘retinol’, ‘niacinamide’ and ‘clean beauty’ became common. (Source- Istituto Marangoni, Vogue) Now Beauty Means Skin Health Beauty counselor Lavina Manwani says, the biggest change in the thinking of Indian women has come regarding ‘skin health’. Social media and Korean beauty trends have also changed preferences. Earlier there used to be 4-5 products on the dressing table, now having 20-30 is normal. Beauty care expenditure has increased 5 times in 10 years. Beauty Market Growing Rapidly According to reports from companies like RedSeer, Research and Markets, in 2025 the size of the Indian beauty and personal care (BPC) market was around 2 lakh crore rupees, which is estimated to reach above 4 lakh crore rupees by 2030. In 3-4 years, India will be the fourth largest BPC market. The Way of Buying Beauty Products is Changing (Source- Global Data) ​