The beauty and wellness sector is undergoing a transformation, driven by consumer demand for holistic health benefits.
Beauty and wellbeing are increasingly interconnected, with growing attention to the link between beauty and sleep. Stress is driving this shift, presenting both challenges and opportunities for holistic beauty solutions. Consumers link stress to skin and hair problems, opening opportunities for targeted solutions. Meanwhile, self-care is fuelling a demand for at-home wellness rituals, where immersive beauty experiences delivering real results take centre stage. These trends highlight the evolving relationship between beauty, health and self-care.
This shift opens opportunities to innovate with BPC products that address sleep, stress and overall wellness. By tapping into these trends, brands can meet growing consumer expectations in this evolving market.
This report looks at the following areas:
- Key trends shaping the beauty, health and wellness industry in India
- Insights into self-care routines and the use of beauty and personal care products
- Wellness-related beauty products that capture consumer interest
- The connection between beauty and sleep for metropolitan citizens
- Stress as a factor in holistic beauty solutions
- Enhancing wellness rituals within the home
- Perceptions of skin and hair issues, their causes and solutions to these concerns
Tackle the impact of stress and sleep on skin and hair with effective, wellness-focused solutions. Offer stress-relief, sleep-focused and spa-inspired products and experiences to meet the evolving self-care needs of Indian consumers.
Sainethra Hariharan, Research Analyst – Beauty, Personal Care and Household – India
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of beauty and wellness in India
- Gen Z is driving the shift towards experience-led beauty
- Graph 1: select outside-of-home practices as part of the self-care routine, by generation, 2025
- Metro dwellers seek beauty products that enhance sleep
- Stress can fuel the holistic beauty movement for younger consumers
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- India’s sleep and stress crisis is real
- Rising stress and sleepless nights open doors for wellness brands
- Indians are seeking products that offer an escape from their everyday routines
- Indian launches help consumers unwind and feel fresh the next day
- Globally, brands provide stress relief through different products
- Beauty and wellness are no longer only skin deep
- Experiences are becoming a key role in beauty for wellness
- Consumers are looking for a path to new experiences and emotions
- Consumers are prioritising full-body routines for a richer holistic experience
- Graph 2: respondents who expanded their beauty and grooming routines in the last three months, 2023-25
- Consumers worldwide are embracing elaborate beauty routines for enhanced wellness experiences
- Indian products and services are stepping up to offer unique experiences and rituals at home
- Efficacy will play a key role in wellness
- Indians want a strong reason to invest in speciality wellness-focused skincare and haircare
- Effectiveness is paramount in skincare routines
- Transparency and results are the key to crack wellness claims in beauty
- Educate consumers by busting beauty myths, prioritising science over hype
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Self-care in India remains simple, home-based and wellness-focused
- Metro-dwelling youth are driving the rise of wellness beauty, an emerging niche
- Graph 3: skincare, haircare and soap and bath product launches, by sleep and anti-stress claims, 2022-25
- Graph 4: practices included in self-care routines, by generation and city tier, 2025
- Gen Z is driving the shift towards experience-led beauty
- Gen Z is driving the shift toward experience-led beauty, blending self-care, self-expression and indulgence
- Graph 5: outside-of-home practices included in self-care routines, by generation, 2025
- Gen Z is driving the shift towards experience-led beauty – with implications for both salons and brands
- Wellbeing conversations highlight the demand for experience-led beauty
- Tap into India’s potential in spa-inspired beauty trends
- Graph 6: share of skincare, haircare and soap and bath products launches with spa-related claims, 2020-25
- Now: harness fragrance for a relaxing spa-like experience
- Now: elevate at-home routines with aromatherapy experiences
- Now: bring salon quality care for hair and skin to the home
- Now: provide Gen Z spa enthusiasts with a seamless way to extend their professional treatments through spa-branded, at-home solutions
- Now: salon experiences can connect emotional wellness to skin concerns
- Reliance partners with FaceGym to bring facial fitness studios to India
- Next: fulfil the demand for effective at-home treatments with ‘wellness immersion’
- Next: wellness can redefine nailcare in salons
- Next: collaborate with salons and spas to restore the mind-body balance for relaxation
- Future: enhance spa-like experiences at home with cutting-edge beauty devices
- Unlock the beauty-sleep connection for metro-dwellers
- Sleep is the cornerstone of self-care for metro-dwellers
- Graph 7: top five practices as part of the self-care routine, by city tier, 2025
- Sleep captivates Indian consumers on social media
- Metro-dwellers seek beauty products with sleep benefits
- Graph 8: beauty product features interested in trying, by city tier, 2025
- Sleep deprivation is a recognised beauty trigger among metro-dwellers
- Graph 9: factors associated with different beauty issues, by metro city tier, 2025
- Sleep-focused beauty is a niche with high growth potential
- Graph 10: top markets in skincare, soap and bath products, hair products with ‘sleep’ OR ‘night’ mention, 2020-25
- Now: make sleep enticing with exciting scents
- Now: curate nighttime routines with products that support both sleep and skin health
- Now: address the needs of sleep-deprived skin with targeted solutions
- Now: address hair concerns with sleep-promoting haircare
- Next: unlock the potential of ‘treat while asleep’ routines
- Now: offer muscle relaxation as a gateway to better sleep and skin recovery
- Graph 11: agreement with selected statement, by city tier, 2025
- Graph 12: beauty product features of interest, by city tier, 2025
- Now: tap into muscle relaxation to sleep better
- Now: promote magnesium in nighttime routines for restful sleep
- Now: leverage Ayurveda to strengthen beauty’s link to sleep
- Graph 13: factors consumers would be willing to pay more for when purchasing Ayurvedic beauty and personal care products, 2025
- Now: ashwangandha is an emerging ingredient with untapped potential in the mind-skin connection
- Next: offer bundles for a cohesive sleep routine anywhere
- Next: incorporate sleep across various beauty and personal care categories
- Next: expand the beauty supplement market by making sleep and healthy skin easy
- Future: brands and ingredient houses are studying the skin-sleep connection to explore the next-generation actives
- Future: drive sleep and skin health through scent
- Stress can be a catalyst to provide holistic beauty
- Younger consumers are linking mental health to skin and hair health
- Mine the emotional connection between good skin and wellbeing
- Meet younger consumers’ demand for stress-relieving beauty and close the anti-stress gap
- Graph 14: skincare, haircare and soap and bath products launches with anti-stress claims, 2022-25
- Graph 15: beauty product features of interest, 2025
- Now: emphasise the impact of stress on skin
- Now: provide a calm scalp, along with a calm mind
- Now: targeting the spectrum of stress to tailor beauty solutions
- Next: speak to stress in different languages
- Empower consumers with convenient stress-relief beauty to reduce time constraint barriers
- Next: position daily cleansing as a stress-free ritual
- Next: take inspiration from forest bathing to calm the mind
- Next: leverage adaptogens for mind-skin harmony
- Next: provide approachable ways to meet multiple mental wellness needs
- Graph 16: VMS launches with stress and sleep claims, by selected beauty claims, 2020-25
- Future: neurocosmetics in skin health
- Future: neurocosmetics in scalp health
- Future: Tap the skin-brain axis to improve mood
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APPENDIX
- Consumer survey methodology
- Social data research methodology
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