The Rise And Rise Of I-Beauty

Move over K-Beauty for Indian beauty brands are primped and preened with verve and variety to go for goal. The bloom and groom scenario couldn't be prettier.

- LASAKAN CHOLAYIL

While India has always been the exotic poster child for wellness, it's emergence on the beauty and skincare map has almost been a wild card entry, with the pandemic proving almost serendipitous in its precipitous ascent. Ironically, even though India's tryst with beauty potions is a hallowed tradition with a merry mix of household ingredients and store cabinet skincare solutions, the organised industry lacked product variation as well as a variegated price spectrum, as also attractive packaging. Today, a shift towards incorporating the use of modern formulations and global packaging have sealed the deal for emerging beauty brands, which have been proliferating like mushrooms on a grassy knoll in the monsoon.

It all began with "Make in India", a project Lakme started with cosmetics suited for Indian skin types. The brand soon gained a foothold among Indian audiences, becoming their go-to brand for beauty and skincare. Gradually, many personal care brands inveigled the customers with their advertisements, offering chemicals and SLS-based products. At the time, there were barely a handful of brands that focussed on natural and organic ingredients, and consumers were largely unaware of the need and importance of it in skincare.

Over the years, the Indian skincare industry has evolved at an accelerated pace. Among the wide range of categories catering to consumer experiences, the beauty and personal care market is one of India's fastest-growing segments, driven by many market triggers and lifestyle transitions. According to a report by Research & Markets (2023-2028), India's Beauty & Personal Care Market is estimated at USD 25.96 billion in 2023 and is expected to reach USD 35.21 billion by 2028, growing at a CAGR of 6.286 per cent.

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