Subscribe to our newsletter and be the first to access exclusive content and expert insights.

subscribe now subscribe cover image
Avanti Dalal profile imageAvanti Dalal

The beauty and make-up industry in India saw a slump in the last two years. But things have gotten back, bigger and better than before.

How are Indians shopping for make-up in 2022?

TL;DR, make-up is back, and it’s firmly on an upward trajectory

It hasn’t been business-as-usual for the make-up industry in the recent past. With everyone at home for two full years—owing to the COVID-19 pandemic—sales slowed down, supply chains fell out of whack and consumption sharply reduced. But things have gotten back to the status quo now, possibly even bigger and better than before. No one was wearing a full face to their living room, but now that you can travel, party, go to work and almost live your life as earlier again, consumers have taken what they’ve learnt in the last couple of years and applied it to their purchases.

According to a recent report, the make-up market in India is forecasted to grow at a compound annual growth rate (CAGR) of 9.6 per cent from $1.2 billion in 2020 to $1.6 billion in 2025. But what are consumers really searching for?

Once a consumers like a brand like MAC though, they’re happy to try new products or launches that follow. 

Once a consumers like a brand like MAC though, they’re happy to try new products or launches that follow. 

“Indian consumers have been obsessed with classic black kajal and a red lip, but I think they have been experimenting a lot more now,

“Indian consumers have been obsessed with classic black kajal and a red lip, but I think they have been experimenting a lot more now," says Namrata Soni.

Beauty twofers are in

Consumers have always loved a product that has more than just one purpose, and it’s clear that the modern Indian beauty shopper is looking for a formula that’ll work for their skin instead of reacting against it. “We saw an increase in demand for our Treat Love Care Oil Control Foundation, which is made with natural ingredients like mandarin and palmetto extracts, along with sunflower seed oil and rosemary extract,” says Sukhleen Aneja, CEO, Beauty & FMCG Brands, The Good Glamm Group. This way, the product not only conceals, covers and brightens, but also has long-lasting skincare benefits, and the consumer is almost always looking for ways to maximise that.

“Indian consumers always loved dewy, glowy skin, but now even more so,” says Karen Thompson, brand manager, MAC India. “Our number one selling product, in terms of value, is the MAC Prep + Prime Fix+, which is a 5-in-1 setting spray. It hydrates, it sets, it refreshes the make-up and is a huge contributor to our sales,” she says. It may not be as ‘cult’ as the brand’s famous highlighters or lipsticks, but it has an additional USP that people are looking for. Aneja agrees: “A bestseller right now is the MyGlamm SuperFoods Kajal, which has antioxidant properties thanks to avocado oil, Vitamin E and goji berry extract,” she says. The pandemic could be a huge reason this is the case—sequestering at home got people more comfortable with their bare skin, therefore finding as many ways as possible to get it to its best possible state.

Consumers are price-conscious, but they’re loyal

Today’s Indian beauty consumer has a plethora of options—there’s a new local homegrown brand launched everyday, and the same can be said for international brands making their debuts stateside. But they’re still only adding a product to their cart if they seriously believe it’ll work—they won’t just spend their rupees on formulas or brands they’re not sure about. “Our minis are a great gateway product for consumers to try MAC,” says Thomspon. In India, we might be used to buying things piecemeal—you can buy just one cigarette from a pack, for example—and so smaller versions of products may help a commitment-phobic neophyte to eventually make a purchase. Once they like a brand though, they’re happy to try new products or launches that follow.

publive-image

"We’re finding that consumers are looking for ways of self-expression through make-up and they want to create looks which resonate with them and help convey their personality to the world,” says The Good Glam Group's Aneja.

Consumers love the classics, but are happy to change things up too

The eye make-up category is projected to record a CAGR of 11.6 per cent during 2020-2025, and kajal is still the most popular product in this category. “One of our most successful launches ever was the MAC In Extreme Dimension Extreme 24-Hour Kajal Eyeliner. It has become the number one SKU in terms of units sold. We developed it for India specifically, because we knew what they wanted in terms of claims and benefits. They wanted it super black and very long-wearing, which is exactly what we created,” she says. Kajal is popular for MyGlamm too, but the younger, more experimental consumers are happy to branch out. “Recently, MyGlamm launched its LIT Glossy Eyeliners in pink, purple, green and blue in addition to your regular black eyeliner. We’re finding that consumers are looking for ways of self-expression through make-up and they want to create looks which resonate with them and help convey their personality to the world,” says Aneja.

Namrata Soni, bridal make-up artist and founder of Simply Nam (with over 474,000 followers on Instagram), agrees. “Indian consumers have been obsessed with classic black kajal and a red lip, but I think they have been experimenting a lot more now. A few years ago, every bride would pick that make-up look. But now, most are looking for soft, brown smokey eyes and nude lips, so the trends really are shifting,” she shares.

Also Read: Make-up influencers that’ll get you out of your beauty rut

Also Read: These Instagram ‘skinfluencers’ will help you make the right beauty decisions

Also Read: How beauty campaigns in India became inclusive, diverse and authentic


Subscribe for More

Subscribe to our newsletter and be the first to access exclusive content and expert insights.

subscribe now