Executive summary
The Indian makeup and cosmetics market is entering a phase of structurally driven growth, underpinned by rising disposable incomes, rapid urbanization, and the increasing influence of millennial and Gen Z consumers. India’s makeup market is projected to grow from approximately USD 1.3 billion in FY2024 to over USD 2.3 billion by FY2032, while the broader cosmetics market is expected to surpass USD 25 billion by the early 2030s. Globally, the color cosmetics industry is expanding steadily, with Asia-Pacific — led by markets such as India — emerging as a key growth engine due to demographic scale, digital penetration, and evolving beauty consumption patterns.
Beyond market size, the industry is undergoing a fundamental transformation in how beauty is perceived, consumed, and evaluated. Cultural shifts toward skin acceptance, ingredient transparency, and holistic wellness are reshaping makeup from a tool of transformation into one of enhancement and care. Indian consumers are increasingly ingredient-aware, digitally educated, and open to experimentation, yet simultaneously overwhelmed by trend saturation and information overload. This has created a market environment where trust, relevance, and skin compatibility matter as much as performance and price.
The convergence of skincare, makeup, and wellness has redefined competitive dynamics, pushing legacy brands, digital-first challengers, and skincare-origin players to adapt their positioning. As the market matures, future growth will be driven not by visibility alone, but by brands that can deliver skin-first, India-specific formulations, simplified routines, and credible education. This report examines the cultural shifts, consumer behaviours, competitive landscape, and opportunity spaces shaping the future of India’s makeup market.
Industry overview
The Indian makeup and cosmetics market is witnessing strong and sustained growth, driven by rising disposable incomes, rapid urbanization, and the expanding millennial and Gen Z population. India’s makeup market is projected to grow from approximately USD 1.3 billion in FY2024 to over USD 2.3 billion by FY2032, while the broader cosmetics market is expected to reach over USD 25 billion by the early 2030s. Globally, the color cosmetics market stood at USD 86.4 billion in 2024 and is projected to exceed USD 137 billion by 2033, with Asia-Pacific — led by markets like India — accounting for the largest share due to its demographic scale, urban growth, and evolving beauty consumption patterns.
Makeup in India is no longer restricted to urban elites; adoption has expanded rapidly across tier-2, tier-3, and semi-urban markets, enabled by e-commerce platforms such as Nykaa, Amazon, and Flipkart. Changing beauty standards have repositioned makeup as a tool for self-expression and empowerment rather than mere enhancement, driving demand for products tailored to Indian skin tones, climates, and lifestyles. Simultaneously, rising interest in organic, vegan, and cruelty-free formulations reflects a broader shift toward conscious beauty. Global beauty leaders including L’Oréal, Estée Lauder, and Shiseido continue to deepen their presence in India, underscoring the country’s strategic importance as one of the fastest-growing beauty markets worldwide.
Cultural Shift: Shaping India’s Beauty Market
1. From Perfection to Skin-First Expression
For decades, makeup in India (and globally) prioritized transformation — full coverage foundations, contouring, and visual perfection. This reference aesthetic is now shifting toward skin-first beauty, where makeup enhances rather than conceals natural skin.
Consumers increasingly value breathable textures, imperceptible bases, and hybrid skincare–makeup products that allow real skin to remain visible. The aspiration is no longer to erase texture or individuality, but to support and complement it. This shift reflects a deeper cultural move toward authenticity, comfort, and emotional alignment with one’s appearance.
Skin-first beauty also introduces radical inclusivity: there is no single ideal skin type or finish. Makeup adapts to the individual rather than forcing conformity, positioning beauty as expression rather than correction.
(Sources: Wycon Cosmetics, 2025; Harper’s Bazaar India)
2. Rise of Ingredient-Conscious and Science-Led Beauty
Indian beauty consumers are becoming increasingly ingredient-literate. Where brand trust and vague claims once dominated, consumers now seek transparency, active ingredients, and scientific credibility.
This shift is visible in how brands foreground specific actives — such as niacinamide, ceramides, peptides, and curcumin — across both skincare and makeup. What began in serums and treatments has expanded into foundations, lip products, and everyday cosmetics, reflecting a demand for efficacy-driven beauty.
The cultural implication is clear: beauty is no longer about belief or tradition alone, but about understanding how products work on the skin. This marks a move from promise-led marketing to proof-led decision-making.
(Sources: CNBC TV18; Harper’s Bazaar India)
3. Blurring Boundaries Between Makeup, Skincare, and Wellness
Beauty in India is increasingly viewed through a holistic lens — one that connects appearance, skin health, self-care, and emotional well-being. As Nykaa founder Falguni Nayar notes, consumers, especially millennials and Gen Z, now expect makeup to support skin health and mental wellness, not just aesthetics.
This aligns with global shifts identified by McKinsey, where beauty and wellness are converging into a multi-trillion-dollar opportunity. Products featuring probiotic, Ayurvedic, and skin-supportive ingredients are gaining traction, alongside routines that prioritize mindfulness and long-term care.
Makeup is no longer an isolated category — it is becoming part of a broader lifestyle focused on balance, self-optimization, and well-being.
(Sources: Mint Lounge; McKinsey State of Fashion & Beauty)
What This Cultural Shift Signals
- Makeup is moving from coverage → care
- Consumers are shifting from trusting brands → understanding ingredients
- Beauty is being redefined from appearance → holistic self-expression
These shifts lay the foundation for the rise of skin-first makeup, hybrid products, and personalization-led innovation in the Indian beauty market.
Trend Analysis
Trend: Skincare-First Makeup
Driven by: A cultural shift from perfection to skin acceptance & wellness
Indian makeup consumption is moving away from heavy coverage and transformative aesthetics toward products that prioritize skin health, comfort, and authenticity. Foundations, concealers, and base products are increasingly expected to work with the skin, not mask it. This shift has accelerated post-pandemic, as consumers became more conscious of skin sensitivity, long-term damage, and holistic self-care.
Skin tints, serum foundations, BB/CC creams, and hybrid makeup-skincare products are gaining traction, reflecting a desire for breathable textures, natural finishes, and everyday wearability. Makeup is no longer about erasing texture or signs of fatigue, but about enhancing real skin while supporting its health. This trend mirrors a broader wellness mindset where beauty is seen as empathetic, inclusive, and aligned with mental and physical well-being rather than rigid standards of flawlessness.
Trend: Ingredient-Led Beauty
Driven by: The rise of informed, science-aware consumers
Indian beauty consumers are becoming increasingly ingredient-literate, moving beyond brand promises toward an understanding of what goes into their products and why. Actives like niacinamide, ceramides, peptides, SPF filters, and botanical extracts are now part of everyday beauty vocabulary, influenced by dermatologists, skincare influencers, and educational content online.
This shift has pushed makeup brands to foreground ingredient transparency, efficacy, and formulation science even in color cosmetics. Foundations with skincare benefits, lip products infused with nourishing actives, and makeup designed for sensitive or acne-prone skin reflect this evolution. The ingredient-led trend also intersects strongly with India’s Ayurvedic and herbal legacy, where consumers value both modern science and traditional wisdom. As a result, credibility, clinical backing, and clarity have become as important as shade range or packaging.
Trend: Digital-First Discovery
Driven by: Social media as beauty education, not just advertising
Social media has transformed how Indian consumers discover, learn about, and adopt makeup. Platforms like Instagram, YouTube, and short-form video formats now function as beauty classrooms, not merely promotional channels. Tutorials, honest reviews, skin-type–specific recommendations, and before-after demonstrations have lowered the barrier to experimentation across age groups and geographies.
This digital-first discovery model has democratized makeup adoption beyond metros, enabling consumers in tier-2 and tier-3 cities to access the same beauty knowledge as urban audiences. Trends now travel faster, product lifecycles are shorter, and peer validation often outweighs traditional advertising. As a result, brands are increasingly built and scaled through content, creators, and community trust rather than mass media alone, making authenticity and relatability critical to success.
Consumer Behaviour: How India Uses, Thinks About, and Chooses Makeup
1. From Coverage to Care: Makeup as Skin Protection, Not Masking
Indian consumers are increasingly rejecting heavy, transformative makeup in favour of lightweight products that enhance natural skin while protecting it. Foundations, tints, and concealers are now evaluated not only on finish, but on whether they feel breathable, non-irritating, and compatible with long-term skin health. This shift reflects growing anxiety around breakouts, sensitivity, and skin damage — especially among younger consumers exposed to ingredient education via social media. Makeup is no longer expected to “fix” skin, but to coexist with it.
2. Everyday Wear Is Replacing Occasion-Only Makeup
Makeup usage in India is moving from event-driven consumption (weddings, festivals, parties) toward daily, functional routines tied to work, college, and social presence. Products that are quick to apply, subtle in finish, and comfortable for long hours — such as lip tints, compact bases, mascaras, and BB creams — are seeing stronger adoption. This behaviour is driven by urban lifestyles, hybrid work culture, and increased screen presence, where looking “put together” matters more than dramatic transformation.
3. Digital Influence Has Shifted from Aspiration to Education
Social media no longer functions only as a source of beauty aspiration; it has become a primary education channel. Consumers rely heavily on influencers, reviews, and tutorials to understand ingredients, shade suitability, and real-world performance before purchasing. This has reduced blind brand loyalty and increased trial behaviour, while simultaneously raising expectations around transparency and authenticity. Trust is built through perceived honesty, not celebrity endorsement alone.
4. Price Sensitivity Exists, but Safety and Trust Justify Trade-Up
While Indian consumers remain value-conscious, they are increasingly willing to pay more for makeup that feels safe, skin-friendly, and reliable. Affordable-premium brands benefit from this mindset by positioning themselves between mass cosmetics and luxury labels. Smaller pack sizes, starter products, and trial formats help reduce risk and encourage experimentation, particularly among first-time users in tier-2 and tier-3 cities.
Brand Landscape
The Indian makeup brand landscape is undergoing a structural shift as traditional color cosmetics evolve from being purely aesthetic tools of self-expression to products increasingly anchored in skin health, comfort, and ingredient awareness. This transformation has created a multi-tiered brand ecosystem where legacy players, digital-first challengers, celebrity-led brands, and skincare-origin companies coexist, compete, and adapt to changing consumer expectations. Rather than a linear hierarchy, the market today reflects overlapping positioning strategies shaped by price sensitivity, cultural relevance, and the growing influence of skincare-first beauty narratives.
1. Legacy Mass and International Brands: Performance-Led with Gradual Skin Integration
Legacy brands such as Lakmé, Maybelline India, and L’Oréal Paris continue to dominate the Indian makeup market in terms of scale, reach, and consumer familiarity. Historically positioned around performance attributes such as coverage, long wear, and trend-driven color stories, these brands have played a critical role in introducing structured makeup routines to Indian consumers across urban and semi-urban markets.
However, in response to rising skin awareness, these brands are increasingly incorporating skincare cues into their makeup portfolios. Product launches now emphasize lighter textures, breathable formulations, SPF inclusion, and hybrid formats such as BB creams, serum foundations, and skin tints. While their core positioning remains performance-oriented, their communication has evolved to acknowledge concerns around skin comfort, daily wearability, and climate suitability. This segment reflects how established players are adapting to the skin-first shift without abandoning their mass appeal.
2. Celebrity and Influencer-Led Brands: Trust-Driven Skin-First Positioning
Celebrity-founded and influencer-led brands such as Kay Beauty and Simply Nam represent a newer category that blends aspiration with education and relatability. These brands are distinctly positioned around inclusivity, real-skin representation, and makeup that works with the skin rather than masking it. Their narratives often foreground ingredients, skin compatibility, and shade diversity, positioning makeup as an extension of skincare routines.
Leveraging strong digital communities and tutorial-driven marketing, these brands actively shape consumer understanding of skin-first makeup. Their success indicates a shift in trust—from legacy authority to perceived authenticity—where consumers value founders who demonstrate product usage, address skin concerns, and normalize texture, pores, and imperfections. This segment plays a critical role in redefining makeup as everyday self-care rather than occasional enhancement.
3. Digital-First and Affordable Challenger Brands: Trend-Responsive and Experimentation-Led
Brands such as Swiss Beauty, Mars Cosmetics, Insight Cosmetics, and Renee occupy the fast-growing digital-first segment, driven by affordability, rapid trend adoption, and strong visibility on social commerce platforms. These brands appeal primarily to Gen-Z and first-time makeup users, offering low-risk experimentation across formats, colors, and finishes.
While historically focused on trend replication and price competitiveness, many of these brands are increasingly adopting skin-friendly language—highlighting claims such as non-comedogenic, lightweight, or paraben-free formulations. Although ingredient credibility and trust remain evolving, their ability to democratize access to makeup across tier-2 and tier-3 cities makes them culturally significant. This segment reflects how the skin-first narrative is permeating even value-driven categories, albeit at varying depths of formulation rigor.
4. Skincare-Origin Brands Expanding into Makeup: Credibility-Led Hybridization
Skincare-first brands such as Mamaearth, Dot & Key, and Plum are extending their portfolios into color cosmetics, using established trust in safety, ingredient transparency, and ethical positioning to legitimize their makeup offerings. For these brands, makeup is positioned not as transformation but as gentle enhancement aligned with skin health.
Products from this segment often emphasize daily use, minimal coverage, and compatibility with sensitive or acne-prone skin. Marketing communication borrows heavily from dermatological and wellness language, reinforcing the perception of makeup as a low-risk, skin-supportive category. While shade range and performance intensity may be limited compared to traditional makeup brands, this segment strongly reinforces the broader industry movement toward skin-first beauty.
5. Competitive Implications and Market White Spaces
The current brand landscape highlights a convergence of makeup and skincare values, with most brands acknowledging skin health as a baseline expectation rather than a differentiator. However, gaps remain in offering truly inclusive shade ranges within skin-first base products, particularly for deeper Indian skin tones and varied undertones. Additionally, there is an emerging opportunity for brands to bridge affordability with clinically backed skincare-grade formulations, especially in everyday makeup categories such as foundations, concealers, and lip products.
As consumer expectations continue to evolve, competitive advantage in the Indian makeup market will increasingly depend on a brand’s ability to balance performance, skin compatibility, cultural relevance, and trust—rather than relying solely on trend visibility or price competitiveness.
Opportunity Map
Despite India being one of the world’s fastest-growing beauty markets, a long-standing gap has existed between consumer needs and product design, with many makeup formulations historically optimized for Western skin tones, climates, and concerns. Today’s consumers are more aware of this mismatch—and increasingly unwilling to compromise. Indian beauty shoppers want skin-first makeup that works with melanin-rich skin, high humidity, pollution exposure, and pigmentation-prone concerns, while still allowing for self-expression and experimentation.
At the same time, rising ingredient awareness, trend overload, and social-media-driven misinformation have left consumers both curious and confused. They desire transparency but feel overwhelmed; they want premium experiences but need everyday usability; they seek experimentation without risking skin health or accelerated ageing. This creates a clear opportunity for brands that can deliver inclusive, India-first formulations—supported by technology, personalization, and education—while simplifying routines and building trust. The next phase of growth lies in makeup that is culturally relevant, skin-aligned, and emotionally reassuring, positioning beauty not as correction or conformity, but as confident self-expression rooted in real Indian skin realities.
Implications for new makeup brands in india
Skin-First Is No Longer a Differentiator — It Is the Entry Barrier
New brands must treat skin compatibility, comfort, and ingredient transparency as non-negotiables rather than positioning tools. Products that ignore Indian skin concerns such as pigmentation, humidity, pollution, and sensitivity risk immediate rejection.
Education Builds Trust Faster Than Aspiration
Consumers increasingly rely on digital education to guide purchase decisions. Brands that simplify ingredient stories, routines, and product usage through clear, honest content will outperform those relying solely on influencer glamour or trend mimicry.
Affordable-Premium Is the Sweet Spot for Scale
While price sensitivity remains, Indian consumers are willing to trade up for perceived safety, efficacy, and trust. Brands positioned between mass cosmetics and luxury — offering accessible pricing with credible formulations — are best placed to drive adoption across metros and emerging cities.
India-First Design Creates Sustainable Advantage
The next generation of successful makeup brands will be built around India-specific insights rather than global templates. Inclusive shade ranges, climate-appropriate textures, and culturally relevant narratives will define long-term differentiation more than speed-to-trend or aggressive discounting.