This Report explores how skin age management in India is at a pivotal stage for innovation. It highlights a significant shift in consumer attitudes, with Indians increasingly embracing natural ageing, and prioritising healthy ageing over the traditional anti-ageing narrative.
Preventive measures, including regular suncare, consistent routines and adoption of non-invasive beauty procedures, are gaining traction.
The Report outlines strategic recommendations for brands to lead with age-positive messaging, introduce longevity-focused concepts, and develop cosmetic-procedure-inspired products that incorporate cutting-edge technology and advanced ingredients to meet evolving consumer needs.
This report looks at the following areas:
- Key trends in the anti-ageing category
- Dimensions of ageing skin across different age groups
- Activities undertaken to prevent or treat signs of ageing
- Consumer attitudes towards ageing and age management
- Interest in beauty procedures and treatments for age management
Focus is shifting from treatment to care, with effective, preventative and wellness-focused age management solutions stealing the spotlight.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Market Definitions
This report primarily examines consumer attitudes toward ageing and the usage of the skincare products to tackle ageing concerns.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for age management in India
- Lead with hydration and sun protection as a first line of defense
- Graph 1: solutions tried to address signs of skin ageing in the last 12 months, by age groups, 2025
- Promote healthy ageing with holistic and preventive practices
- Graph 2: strong agreement towards attitudes about ageing, total vs women aged 18-34, 2025
- Embrace interest in procedure-inspired skincare
- Graph 3: strong agreement towards attitudes on ageing, by total vs Aesthetic Acceptors, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Age management in India is ripe for innovation
- Age management launches in India hold steady
- Graph 4: skincare launches with anti-ageing claims, 2020-24
- Indian skin ages uniquely, and deserves skincare designed just for it
- Brands are tailoring their formulations to address Indian skin’s unique needs
- For Indians, dry and sagging skin outweigh wrinkles as primary ageing concerns
- Graph 5: top three signs of ageing with which Indians are concerned, 2025
- Ageing concerns differ across age groups
- Age management in India is focused on traditional anti-ageing claims
- Graph 6: select claims in anti-ageing skincare launches, 2020-24
- Indian adults turn to lifestyle-led solutions for healthy ageing
- Evolution of India’s age management category
- Healthy skin becomes the new focus in anti-ageing
- Graph 7: interest in anti-ageing skincare product features, 2024
- Indians manage skin concerns through holistic, lifestyle-based solutions
- Graph 8: top five activities used/done to prevent or treat skin issues, 2025
- Brands respond by blending wellbeing with advanced skin science
- The ‘prejuvenation’ trend lands on Indian shores
- Indians are starting age management early
- The ‘prejuvenation’ trend grows, with Indians prioritising preventive skincare
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Hydrate and protect: the first line of defence in prejuvenation
- Enhance focus on hydration and sun protection – the first steps to ‘prejuvenation’
- Indians embrace suncare as an early preventive strategy for age management
- Graph 9: solutions tried to address signs of skin ageing in the last 12 months, by age group, 2025
- Now: incorporate benefits in high-SPF products that prevent photo-ageing
- UV protection remains underrepresented compared to the widespread focus on hydration in anti-ageing skincare
- Graph 10: anti-ageing facial skincare launches*, by select claims, 2015-25
- Now: double down on UV protection
- Healthy ageing demands holistic hydration solutions
- Next: improve skin hydration with probiotic supplements to achieve young skin
- HUL’s Liquid I.V. marks the rise of functional hydration
- Next: capitalise on electrolytes for healthy ageing skin
- Offer hydrating drinks that promise beauty
- Next: position hydration as a key part of the beauty routine
- Encourage preventive practices to promote healthy ageing
- Champion healthy ageing among young women
- Healthy Ageing Seekers focus on wellness and prevention
- Now: appeal to Healthy Ageing Seekers with skin health promotion
- Now: expand longevity concepts for healthy ageing consumers
- Case study: longevity-focused brands steer away from ageing’s negative connotations
- Now: stress longevity science’s preventative approach to ageing
- Next: leverage ’emotional ageing’ in communication
- Next: tap into lymphatic activation for wellbeing
- Next: nature-inspired longevity ingredients can resonate
- Next: build trust in science-backed longevity ingredients
- Future: highlight biological elements that impact ageing
- Embrace interest in procedure-inspired skincare
- Investing in beauty procedures is becoming a common skincare choice for younger consumers
- Graph 11: strong agreement with select statement around ageing, by age groups, 2025
- Who are the Aesthetic Acceptors?
- Cater to the desire for aesthetic-like skincare
- Graph 12: strong agreement towards attitudes on ageing, by total vs Aesthetic Acceptors, 2025
- Now: mimic the effects of cosmetic procedures
- Now: Collaborate with skin clinics to co-brand treatment procedures
- Elevate results with advanced technology
- Now: popularise at-home beauty devices that deliver clinical-grade efficacy
- Now: microneedle technology gains ground in facial skincare
- Now: use spicules as an efficacy booster
- Fast, visible results attract those seeking beauty procedures to preserve youthful skin
- Now: highlight fast action and efficacy through on-pack claims
- Innovate with cutting-edge ingredients to create skincare that delivers professional-level performance
- Graph 13: features that define an effective anti-ageing product, by total vs Aesthetic Acceptors, 2025
- Next: ingredient watch: harness the potential of PDRN
- PDRN expands in Asia, with global potential
- Take inspiration from South Korea to expand PDRN usage
- Focus on treating dark circles quickly and effectively
- Graph 14: signs of ageing consumers are concerned with, by total vs Aesthetic Acceptors, 2025
- Now: premiumise under-eye care by dialing up on efficacy
- Future: skincare’s role can pivot to pre- and post-procedure skin support
- Offer a complete solution for pre- and post-facial procedure skin
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APPENDIX
- Report definition
- Consumer survey methodology
- Social data research methodology
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