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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
- Overview
- The outlook for age management in India
- Ageing is recognised, but action remains selective
- Graph 1: attitude towards signs of ageing, 2025
- Ageing cues are expanding beyond wrinkles to dryness and skin quality
- Graph 2: skin and hair conditions considered as signs of ageing, 2025
- Graph 3: body conditions considers as signs of ageing, 2025
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REFRAMING AGEING CAN UNLOCK ACTION AMONG INDIA’S AWARE BUT HESITANT YOUNG WOMEN
- Interest in anti-ageing is high, but conversion is low
- Once engaged with anti-ageing products, routines deepen quickly for younger women
- Once engaged, routines deepen quickly
- Graph 4: repertoire of skincare products used to deal with signs of ageing, by gender and age group, 2025
- Graph 5: skincare products used to deal with signs of ageing, by gender and age, 2025
- Traditional ‘anti-ageing’ language is losing resonance while function-led claims gain traction
- Graph 6: anti-ageing claim in facial skincare* launches, 2021-26
- Relevance of messaging, not awareness, limits anti-ageing uptake
- Graph 7: on-pack messaging that would make consumers want to try an anti-ageing skincare product, by gender and age group, 2025
- The language of renewal, rejuvenation and regeneration is emerging in the Indian market
- Now: reframe ageing through skin optimisation to drive uptake
- Now: tap into ingredient-led interest, starting with collagen
- Next: make an early move on the concept of ‘collagen banking’
- Now: link skin health-related ageing signs to lifestyle and environmental triggers to increase relevance
- Now: position prebiotics/probiotics as the science behind skin barrier health
- Now: address sugar-driven loss of elasticity through anti-glycation claims
- Next: extend ageing to stress pathways through neurocosmetics
- Next: signal peptides can emerge as precision tools for collagen-led ageing
- Next: borrow from medical aesthetics to reinforce efficacy in preventive ageing
- Next: extend ageing into longevity-led professional services
- Future: injectable treatments can expand the ageing ecosystem beyond skincare
- Future: focus on cellular health can become the next frontier
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UNLOCKING BODY CARE ADOPTION IN AGE MANAGEMENT AMONG CONSUMERS IN UPPER-TIER CITIES
- Upper-tier city dwellers show a more advanced, routine-driven response to sings of ageing
- Graph 8: repertoire of skincare products used to deal with signs of ageing, by city tier, 2025
- The upper-tier values bodycare, but focuses anti-ageing routines mainly on the face
- While the upper-tier sees bodycare as important, their anti-ageing routines remain face-bound
- Graph 9: skincare products used to deal with signs of ageing, by consumers in upper-tier cities, 2025
- Anchor body ageing in skin health cues to drive adoption
- Graph 10: conditions considered as signs of ageing beyond the face, by consumers in upper-tier cities, 2025
- Now: dullness and dryness are the gateway to body ageing
- Now: incorporate dryness and body-ageing cues across age groups and claims
- Now: link deep/ultra-hydration with concerns about visible ageing
- Now: alleviate sagging skin beyond the neck
- Now: take inspiration from face-grade ingredients for ageing claims
- Next: bring clinical bodycare to concerns about ageing and itchiness
- Next: expand routines to include often-neglected areas of the body
- Graph 11: agreement with statements about ageing, by city tier, 2025
- Next: expand into targeted zones for ageing
- Next: leverage functional claims to address evolving body-ageing needs
- Next: innovate with ingredients that take an inside-out approach to lifestyle
- Future: help consumers discover signs of ageing on the body with a personalised, AI-powered skin scanner
- Future: position ageing care as a futuristic, tech-enabled lifestyle choice
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WRINKLES CAN BE THE GATEWAY TO AGE MANAGEMENT IN LOWER-TIER INDIA
- Lower-tier consumers are increasingly aware of ageing, driven by visible signs
- Consumers in lower-tier cities remain outcome-led, with wrinkle-free skin emerging as a key ageing aspiration
- Graph 12: important benefits when choosing a skincare product, by lower tier consumer, 2026 vs 2025
- Lower-tier city consumers focus primarily on traditional ageing claims in skincare products
- Consumers in lower-tier cities prioritise reducing fine lines and wrinkles
- Graph 13: on-pack messaging that would make consumers want to try an anti-ageing skincare product, by lower-tier cities, 2025
- Now: simplify ingredient science to demonstrate visible wrinkle results
- Graph 14: moment when consumers look up or read about the ingredients in a beauty or personal care product, by city tier, 2025
- Graph 15: top skin benefits consumers actively look for specific ingredients in skincare products, by consumers in lower-tier cities, 2025
- Despite wrinkle-free skin being a key aspiration in lower-tier markets, mass brands are not prioritising this benefit in their positioning
- Graph 16: facial skincare launches with reduce fine lines/wrinkle claim, 2021-26
- Graph 17: facial skincare launches with ‘reduce fine lines/wrinkles” claim, by price groups, 2021-2026
- Now: simplify ageing with clear, results-led messaging
- Now: use time-bound products/kits to convert intent into trial
- Now: encourage trial with sachets and minis to scale adoption
- Now: make ingredient benefits easy to understand and act on
- Next: deepen ingredient understanding through dosage, function and delivery
- Graph 18: aspects of the ingredients most important when choosing a skincare product, by consumers in lower-tier cities, 2025
- Next: demonstrate ingredient delivery to reinforce wrinkle efficacy
- Next: biotech-led skincare can elevate wrinkle efficacy and signal future innovation
- Future: integrate biotechnology to enable personalised skincare
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APPENDIX
- Generations
- Consumer survey methodology
- Repertoire analysis
This Report examines how age management in India is being redefined, as consumers move beyond traditional, wrinkle-led views of ageing towards broader skin health and function.
It explores how expectations differ across cohorts, with younger consumers disengaging from traditional anti-ageing narratives and responding to benefit-led claims such as skin renewal, while lower-tier consumers remain anchored in visible cues like wrinkles. It also highlights growing interest in body care among upper-tier consumers, though this is not yet integrated into anti-ageing routines.
The Report identifies gaps between consumer mindset and product positioning, showing where reframing through claims, ingredients and formats can unlock adoption, as concerns about ageing extend beyond the face. It outlines strategic implications to drive relevance, conversion and long-term engagement.
This Report Looks at the Following Areas:
- Key shifts in how ageing is perceived by Indian adults
- Consumer behaviours and routines in preventing and managing signs of ageing
- Ageing signs defined by Indian adults for face and hair
- Ageing signs defined by Indian adults beyond face and neck
- Role of claims and on-pack messaging in driving trial
- Attitude towards the anti-ageing category
While awareness of anti-ageing skincare is rising among women across metro and lower-tier cities, routine adoption remains limited, highlighting a growth opportunity for brands to shift toward benefit-led, skin-health cues and bodycare-inclusive strategies.
Sainethra Hariharan, Research Analyst – Beauty, Personal Care and Household – India
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