The trends that will shape India’s beauty and wellness landscape

Based on the status quo of the market and consumer behaviour, The Established outlines the trends that will headline the Indian beauty and wellness industry this year

The year 2024 has been groundbreaking for the Indian beauty industry in many ways. From the launch of Reliance-owned Tira Beauty’s first-of-its-kind immersive flagship store in Mumbai’s Jio World Plaza to the foray of several luxurious beauty brands such as Prada Beauty, Augustinus Bader, La Mer, and Armani Beauty among others in the Indian beauty market, from homegrown brands like RAS Luxury Oils and Arata receiving impressive funding from Unilever Ventures to the surge in the popularity of wellness-forward tourism properties in the country, India’s beauty and wellness landscape is thriving like never before. It then doesn’t come as a surprise that the industry is projected to generate a revenue of $32.53 billion in 2025 and witness a compound annual growth rate (CAGR) of 2.84 per cent in the next four years, tapping a market volume of $36.39 billion by 2029.

According to another report by Nykaa, the country’s leading omnichannel beauty platform, the Indian beauty and personal care industry is the fastest growing globally. If you’re a player in the Beauty & Personal Care (BPC) industry in 2025, you’re catering to a very different kind of customer versus a decade or two ago; today, consumers are well-informed yet perplexed, have more disposable personal income but also strive to be conscious in their purchases. They are often overwhelmed by the sheer choice and yet always on the lookout for the next cool (read: viral) product/service. Mintel’s 2025 Global Beauty and Personal Care Trends Report reveals that today, 85 per cent of Indian consumers want brands to provide scientific evidence to back their claims—a phenomenon that was alien until a few years ago. Based on the status quo of the market, consumer behaviour, and cultural evolutions, The Established outlines the trends that will be at the forefront of the Indian beauty and wellness industry.

The rise of niche fragrances in India: what’s driving the trend in 2025 

A number of niche fragrances went mainstream in India in 2024. While much-coveted international brands like Diptyque, Maison Margiela Fragrances, Alexandre.J, and Marc-Antoine Barrois entered the Indian market, homegrown brands like NASO, Bombay Perfumery, Call of The Valley, and LilaNur (Good Earth’s founder Anita Lal’s brand established in 2023) are rooted in the Indian olfactory setting. Distributors like Scentido and Beauty Concept’s Maison Des Parfums, Shopper’s Stop-owned Global SS Beauty as well as e-tailers like Nykaa and Tira have played a key role in the rise of niche fragrances in India by making them accessible. Nykaa even reported a whopping jump of 74 per cent in the sales of prestige fragrances between 2022 and 2025, indicating an upward trend in the sector. 

Mayank Bahety, director at Maison Des Parfums, attributes this shift to social media and #PerfumeTok (a trend on TikTok). “The Indian market here has traditionally leaned towards designer brands, but niche brands are carving out their communities and gaining traction—we are simply addressing this growing demand. For instance, the Byredo boutique opened in 2022 in Mumbai, followed by Acqua Di Parma in early 2024, and Diptyque’s first boutique in September 2024 [both in New Delhi]. This momentum will continue with the opening of India’s first Maison Francis Kurkdjian boutique in New Delhi by early 2025, signalling a positive trajectory for niche fragrances in India.”

Gen Z-first homegrown beauty brands set to dominate India’s  market in 2025

Presently, Gen Z makes up the majority of the population in India, at almost 40 per cent, and has irrefutably become the biggest consumer target group for the beauty industry. While international players like e.l.f. Cosmetics, The Ordinary, Colorpop, Kylie Cosmetics, and Sheglam are mushrooming in India, local brands like FAE Beauty, d’you, Gush Beauty, and Diam Beauty are churning out trendy products like liquid blushes, lip oils, milky toners, eye patches, and the likes that are not only beginner-friendly but also get eyeballs on Instagram. 

“The markets have always been open to the newer generations; only when the youth thinks something is trendy, that’s when the other groups follow,” says beauty editor and author Vasudha Rai. “In my opinion, Gen Alpha (born between 2010 and 2024) will be the next big thing. Whether we like it or not, these tweens are indulging in beauty and being catered to. Even Gen X, a financially well-established age group, is investing more and more in premium products.” Having said that, most beauty brands—through content that is quirky, inclusive, and snappy—are talking to their consumers via social media today. 

Filler fatigue in 2025: why more people are dissolving their injectibles

If you thought the world has suddenly grown to be obsessed with invasive procedures and ‘tweakments’ like Botox and fillers, think again. In 2024, content creator Uorfi Javed took to her social media and shared that she dissolved her chin fillers after having them for eight years. Ariana Grande and Courtney Cox have confessed to doing so too. The Aesthetic Society’s trend report observes a 57 per cent spike in filler reversals between 2020 and 2021. In India, currently, there’s an extreme juxtaposition of opting for fillers and getting them dissolved. “The recent cultural shifts and social media trends have increased awareness about the pros and cons of fillers. Plus, celebrities and influencers dissolving their fillers inspire others to follow suit,” says Dr Madhuri Agarwal, a Mumbai-based celebrity dermatologist. Filler fatigue is real—from the need for regular upkeep to too much done too soon and harshly dismissing surgically done-up faces on social media, various factors push people to dissolve their fillers. “There will never be a complete rejection of fillers, but the technology will get more sophisticated, with better formulations and tools to inject precisely,” adds Agarwal. “People are also considering alternatives like collagen-boosting treatments.”

Regenerative medicine in beauty: the future of skin and hair treatments in 2025

Platelet-rich plasma (PRP) for the hair and skin and exosome therapy for ‘prejuvenation’ of the skin are on the rise. These are treatments that fall under the umbrella of ‘regenerative medicine.’  “Regenerative medicine is focused on restoring or replacing damaged tissues and organs using innovative techniques like stem cell therapy, tissue engineering, and gene therapy. It aims to repair the root cause of diseases by stimulating the body’s natural healing processes or creating new tissues externally,” explains Mumbai-based celebrity dermatologist Dr Jaishree Sharad.

According to a report, the stem cell market in India, valued at $352.50 million in 2023, is poised to project an impressive compound annual growth rate of 12.21 per cent in the next four years. “Regenerative medicine is gaining popularity because it provides solutions for chronic, degenerative, and untreatable conditions by focusing on repairing or regenerating damaged tissues,” says Sharad. “In beauty, it focuses on using advanced biological therapies to restore and enhance skin health, structure, and function. Techniques like platelet-rich plasma (PRP), stem cell therapy, and growth factors aim to eliminate wrinkles, fine lines, and sagging skin. These treatments enhance the skin by boosting cell renewal and collagen production.” Sharad believes that adults above the age of 40 years seeking anti-ageing treatments, those struggling with hyperpigmentation or looking for non-invasive alternatives to surgery, and Gen Z opting for rejuvenation will all be prime subscribers to regenerative skincare.

The rise of homegrown oral care brands in India

The homegrown oral care market in India is swiftly brushing up for success, with brands like Salt, Seven Oral Care, and Perfora leading the pack. “Oral care has been one of the most neglected, even boring spaces in the Indian beauty industry—almost non-existent. But over time, the spillover of self-care into oral care has occurred because of increased exposure and awareness,” says Dr Namrata Jadwani, a dentist and founder of Seven Oral Care. “The legacy oral care players have been extremely complacent over the years, leading to minimal innovation in the oral care space—the same plastic designs and formulations with toxins. Some new entrants, on the other hand, were just design-forward with gimmicky products marketed well. As a dentist, I would find myself unable to wholeheartedly recommend anything to my patients.” 

In 2025, the revenue of the Indian oral care market is projected to tap a revenue of $338.90 million. Karanraj Kohli, co-founder of Salt, notes a clear shift from conventional brands. “Today, informed consumers are asking questions like: ‘What’s in this toothpaste?’ and ‘How does it impact the environment?’. Consumers are turning to products that are more connected to their culture, and at the same time, they want modern, science-backed solutions. We are tapping into this cultural shift, offering alternatives that are both effective and resonate with a desire for authenticity.” 

What is skinification of body care: redefining skincare beyond the face 

Substandard, one-dimensional body care products are a thing of the past. An exfoliating body wash, SPF-infused body lotion, or a resurfacing body serum is becoming the new normal. “According to a Mintel Global Consumer Market Survey, 36 per cent of Indian adults have introduced a new step to their facial skincare routine. This growing interest in skincare, combined with rising awareness of ingredient benefits, is driving consumers to seek similar advantages,” cites Tanya Rajani, associate director, Beauty and Personal Care, Mintel India. “So, today, we’re seeing the use of hyaluronic acid, for example, in shampoos and serum-lotion hybrid formats in body care.”

It isn’t just ingredients, but newer formats of conventional skincare products too that are in demand—think spray-on sunscreens and body lotions, or serums and moisturisers in a stick packaging. “Social media trends, like the ‘everything shower,’ highlighted the importance of caring for the entire body (from head to tote) rather than just the face and neck, sparking discussions on body-specific concerns like back-acne, keratosis pilaris, inflammation, pigmentation, and scarring,” shares Eeti Sharma, founder of Asaya. Considering 41 per cent of Indian consumers are now warier of the beauty and grooming products they use, and 84 per cent are willing to pay a premium for high-quality products, result-oriented products—including body care—are non-negotiable. 

The rise of ‘consumable’ beauty: how supplements are transforming skincare and wellness

Beauty and wellness supplements are gaining quick traction among health-conscious individuals. As of 2025, the hashtag #BeautySupplements has amassed 2.1 billion views on TikTok and 53,100 posts on Instagram. The beauty and wellness supplements market is flourishing in India at a CAGR of 7 per cent and is expected to surpass $6,260 million by 2028. Angela Cecillia, co-founder of a newly launched supplement brand Be.Life, says, “The future of beauty, not just consumable, but overall, is cellular-deep. Traditionally, beauty was mainly about topical application, but the real game-changer is what we ingest. The next frontier of beauty lies in nutraceuticals that don’t just camouflage concerns but actively nourish, repair, and optimise skin, hair, and overall wellness at a biochemical level.” 

While using a lengthy list of skincare products featuring multiple ingredients can be taxing in many ways, popping a supplement that combines potent active ingredients for targeted benefits is far more convenient. Mintel’s aforementioned report cites that “the integration of wellness and beauty will continue to rise, with a particular focus on longevity and psychodermatology”, making supplements highly viable. “Conversations have already moved on from night masks to a good night’s sleep, from anti-ageing to longevity, from reactive to preventive and from delivery to efficacy. I think popping will overtake prepping; a clinically-backed beauty supplement will be easier than slathering on five serums every night to achieve some glow the next morning,” says Cecilia. Rai adds, “One may call it ‘consumable’ beauty; I call it nutrition. Ingestible supplements may not take over in topical skincare, but its market will continue to grow, including newer superfoods to fight concerns we’re not yet aware of.”

The wellness movement in India: holistic health and self-care in 2025 

Beyond regenerative treatments and preventative supplements, a wellness-forward consumer approach seems unfading. Spaces like The Wellness Co, The Alchemy Life, Elixir Wellness, and Isaac Luxe offer services spanning LED therapy, cryotherapy, IV drips, medi-facials, and infrared therapies. 

“India’s wellness boom is rooted in a post-pandemic focus on immunity, holistic well-being, disease prevention, and mental health, coupled with a surge in access to cutting-edge, FDA-approved therapies. Lifestyle diseases, a younger population investing in self-care, and the integration of traditional wellness (think Ayurveda) with modern technologies, have all contributed to this shift,” says Rishabh Jain, co-founder, The Wellness Co. “We’ve seen a rising demand for science-backed therapies focusing on oxygenation, hydration, and blood circulation, all essential for optimising longevity and performance. India’s wellness future lies in personalised, integrative, and technology-driven care underscoring services like Hyperbaric Oxygen therapy, Red Light Therapy, IV nutrition, and mental health support,” adds Jain.

The rise of luxury make-up brands: what to expect in 2025

Gone are the days when you would have to ask a friend travelling from overseas to bring you beauty products from international luxury houses. From Armani Beauty and Prada Beauty to La Mer and Augustinus Bader, India is now home to some of the most coveted luxury make-up and skincare brands in the world. “In 2024, we witnessed an unprecedented growth, driven by factors such as increased disposable personal income even in Tier-2 cities, the rise of e-commerce, and a digitally-connected audience keen to explore global trends. There is also a growing demand for international brands that offer high-quality products and cater to the unique needs of Indian beauty consumers, including skin tones,” says Biju Kassim, CEO of SSBeauty. “As Indians, we’ve always loved luxury beauty. However, recently, the acceptance of and accessibility to luxury beauty has increased. Look at La Mer, for example—it was a hit as soon as it hit the shelves,” cites Rai. 

Technological advancements like Artificial Intelligence (AI) and Augmented Reality (AR) combined with tailored retail experiences will play a key role in selling this category to Gen Z. “To push luxury make-up brands further into the Gen Z market, I would focus on creating interactive and personalised experiences, both online and offline. Virtual try-on and AI- driven skin diagnostics would enhance product discovery and engagement. I would also push for a stronger emphasis on sustainable packaging and eco-conscious formulations, which are becoming essential values for younger consumers,” shares Kassim. 

While Chanel Beauty, Hermès, and Dior Beauty are expanding their physical retail stores across the country, YSL Beauty launched a standalone store in New Delhi’s Nexus Select Citywalk Mall in November 2024. Meanwhile, Armani Beauty has introduced its first physical space in Mumbai’s Jio World Drive. As consumers are already eyeing the launch of other prospects like Gucci Beauty and Tom Ford Beauty, we’re excited to see the movements that manifest in 2025 as India continues to emerge as a promising market for this sector. 

‘Phygital’ shopping: the merging of online and offline retail 

“Shopping for beauty products in physical stores is making a strong comeback in India, as many consumers have returned to offline channels post-pandemic,” notes Rajani. “According to Mintel consumer data, 43 per cent of Indians exclusively purchased beauty products in-store, compared to just 3 per cent who rely solely on online platforms,” she shares. Perhaps, the return of physical retail spaces such as standalone boutiques and Tira Beauty’s experiential stores are drawing consumers back to brick-and-mortar stores. Given that most Indian consumers prioritise the ‘touch-and-feel’ of the product before making a purchase, physical stores stand a strong chance to make a comeback on shoppers’ radars. E-commerce? It will continue to boom regardless as “we’ve become so used to purchasing even the little things in life online now,” says Rai.

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