If there’s one industry that masters the art of reinvention, it’s beauty. From ancient Ayurvedic traditions to the glitzy shelves of Korean skincare, India’s beauty landscape has undergone a dramatic transformation. What has driven this revolution? It’s a mix of cultural fusion, tech-savvy consumers, and brands that aren’t afraid to experiment. Let’s dive into the trends shaping the future of beauty in India.

The K-Beauty Phenomenon: Cracking the Indian Code

Korean beauty (K-beauty) became a household name in India, but its journey wasn’t easy. Mini Sood Banerjee, Assistant Director & Head of Marketing and Training, AmorePacific Group, who brought K-beauty to India in 2013, shares how her brands like Innisfree and Sulwhasoo adapted to a market as diverse as India.

“When we launch, we study the market for two years to understand what Indian consumers really want. We blend traditional Asian beauty concepts with cutting-edge technology,” says Mini. From green tea-infused skincare to ginseng-powered serums, her brands focus on marrying sustainability with innovation. What keeps K-beauty thriving? It’s the constant innovation. Mini reveals that 30 percent of their product portfolio changes every quarter to keep up with Gen Z and millennials who are always on the hunt for the “next big thing.”

Reinventing Legacy in a Digital Age

For Oriflame, a brand synonymous with direct selling, the challenge lies in staying relevant to a digitally native audience. Irina Bonich, Marketing Director, Oriflame, highlights their dual strategy: retaining iconic products while constantly upgrading formulations to align with current trends like sustainability.

“India is one of our strategic markets. We introduce concepts tailored specifically for Indian consumers,” she says. Despite the challenges of a direct-to-consumer model, Oriflame remains steadfast in its approach, emphasizing transparency and quality.

When asked about their stance on e-commerce, Irina makes it clear: “We remain direct-to-consumer, but we’ve opened up online registration for those who want to consume our products without building a business.”

The Retail-First Disruptor

While most new-age brands embrace direct-to-consumer (D2C) models, Mila Beauty takes a different route. Saahil Nayar, MD & Co-Founder, Mila Beauté, explains their “retail-first” approach: “We go where the consumer is, offering everyday products at everyday prices.”

Unlike many brands that focus exclusively on Gen Z, Mila Beauty targets the value-conscious millennial. “This is a brand for both Tier II and III, who are also living in Tier I,” Saahil says. By focusing on inclusivity and affordability, Mila Beauty quickly gains traction among consumers looking for “I-beauty” — Indian beauty with a global twist.

Professional Collaboration

For Rayed Merchant, Director and Co-Founder, SSIZ International, who oversees a portfolio of beauty brands, collaboration is the cornerstone of success. “We focus on building trust with professionals. If the experts endorse our products, it’s like a doctor prescribing medicine,” Rayed explains. By addressing gaps in the market with innovative solutions and targeted training programs, his team ensures their products resonate not just with consumers but with industry insiders as well.

Sustainability and Clean Beauty

Sustainability isn’t just a buzzword; it’s a mandate. Mini emphasizes how brands like Innisfree and Etude embrace eco-friendly practices. “Innisfree recently gets PETA certified, and we’ve introduced vegan products,” she notes.

Clean beauty also becomes a non-negotiable for Gen Z and millennials. “They want effective, sustainable products. That’s why our core offerings—like Laneige Lip Sleeping Mask — continue to win loyalty,” Mini adds.

Irina echoes similar sentiments for Oriflame, stating that quality and sustainability are central to their product philosophy. “We spend extra time on formulation and production to ensure our products meet the highest standards,” she says.

The beauty industry thrives on trends, but is this approach sustainable? Saahil weighs in:
“The way consumers approach skincare is vastly different from how they view color cosmetics. While skincare products like Laneige Sleeping Mask are staples, color cosmetics often follow fleeting trends,” he explains.

This duality presents an opportunity for brands to innovate while maintaining core products that cater to loyal customers.

Bridging the Offline-Online Divide

While digital platforms dominate the conversation, the importance of physical retail isn’t lost on industry leaders. Mila Beauty’s retail-first approach underscores the need to meet consumers where they are. Similarly, Oriflame’s direct-to-consumer model thrives on personal connections, even as it adapts to online touchpoints.

Standing out in the cluttered beauty industry is a challenge. Banerjee attributes AmorePacific’s success to its focus on key ingredients sourced from South Korea. “Our products — like Laneige Sleeping Mask — are often copied, but our R&D ensures we stay ahead. Constant innovation keeps consumers hooked.”

Nayar, operating in the D2C space, highlights the importance of clear messaging. “In the digital-first model, we control the narrative and directly communicate the benefits of our products. This builds trust and brand loyalty.”

Trend Watchlist...

With innovative launches on the horizon—from scalp-focused haircare to SPF-infused shampoos—brands race to cater to evolving consumer demands. Here’s the scoop:

SPF Shampoos!
Gone are the days when UV protection is limited to skin. Enter SPF shampoos, conditioners, and serums. According to Rayed, UV protection for hair is the next big thing. “Sunlight directly impacts hair health, causing color fading and damage. Products offering UV protection—like the Brazilian brand Cadiveu’s new range Sol de Rio — are set to launch in India by early 2025,” he shares.

The packaging, a vibrant yellow reminiscent of sunny beaches, is already a hit in the West. For India, where hair color treatments are popular, the appeal lies in preventing sun-induced fading and damage. “The strategy focuses on educating consumers about the benefits of UV protection for hair, including anti-pollution properties,” Merchant explains.

Scalp-focused treatments take center stage in haircare. “The scalp’s health directly impacts hair loss and breakage. Products like scalp exfoliators, hydration treatments, and anti-dandruff solutions become staples,” Merchant says. Additionally, hair tools undergo a transformation. “Consumers seek multifunctional tools, like hairdryers that double as styling gadgets. We’re even developing a hair iron that also functions as a dryer,” he reveals.

Hydration is the New Anti-Aging Hero
Skincare trends shift from wrinkle-fighting retinoids to hydration-focused solutions. Saahil predicts, “Hydration dominates everything—from morning moisturizers to night regimes. It’s not just about skincare but extends to hair, body, and makeup.”

He highlights how hydration emerges as a holistic answer to anti-aging concerns. “Hydrating products are now seen as the foundation for preventing signs of aging, which was traditionally reserved for retinoids or other specialized treatments.”

Skincare-Infused Makeup
Skincare-makeup hybrids gain traction. “Skincare-infused makeup is exploding. We’re seeing a shift from matte to dewy finishes,” says Nayar. Dewy makeup fixers, high-shine glosses, and hydrating skin tints are the current favorites.

“Gloss is back in a big way,” he adds, citing a personal example where 100,000 glosses sold out within three weeks. This trend underscores a larger consumer shift towards fresh, glowing aesthetics.

The SPF Game
Mini emphasizes the importance of sun protection. “Korean sunscreens are globally acclaimed for their hydrating properties and lack of white cast. Products like tinted sunscreens that double as foundations are particularly popular,” she notes.

Banerjee points out India’s unique position as a booming beauty market. “All eyes are on India. Our brands, like Laneige and Innisfree, are leaders in innovation, and we’re constantly introducing new products to meet consumer demand.”

Holistic Beauty
The concept of holistic beauty evolves. Irina shares, “Skincare that addresses stress’s impact on the skin, combined with aromatherapy, is the next frontier. Multifunctional products that go beyond anti-aging are becoming increasingly popular.”