The buzz around Hindustan Unilever Limited's potential takeover of the Jaipur-based direct-to-consumer (D2C) beauty brand Minimalist highlights the increasing customer interest and growth in the segment. An earlier report by Redseer Strategy Consultants and Peak XV had estimated India's beauty and personal care (BPC) market to grow at 10% and reach $30 billion in size by 2027.
In its December 2024 FMCG Pulse study, research firm Kantar said in the personal care segment, liquid beauty products were doing well. K Ramakrishnan, managing director (South Asia) at Worldpanel Division, Kantar, said facewash had 30% penetration in India and handwash was at 18%. "Bodywash penetration is still low but conversion is inevitable owing to consistent marketing efforts by companies. Marketeers like it as it delivers higher margins and consumers like it as it saves the mess. This backs the premiumisation trend among consumers," he said.
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