This Report examines the shifting landscape of BPC ingredients in India, highlighting the increasing consumer preference for safer, ‘cleaner’ skincare products. As natural and ‘chemical-free’ claims continue to hold significant appeal, it’s crucial to explore fresh strategies for effectively positioning them.
Active ingredients are well suited to bring uniqueness to the skincare category. Consumers interested in active ingredients also value quality and efficacy. Aim to advance the efficacy and performance of actives, such as by leveraging new technology and ingredient delivery systems.
Natural ingredients such as tea tree oil and liquorice are popular for their familiarity and trusted reputation. However, trust in actives is still low due to a lack of clarity on their benefits. Therefore, brands incorporating new ingredients must clearly communicate the benefits to build that consumer trust.
This report looks at the following areas:
- Trends pertaining to skincare ingredients
- Consumers’ researching behaviours
- Skincare ingredient usage and interest
- Ingredient claims considered when choosing skincare products
- Skincare ingredient features consumers value enough to pay a premium for
- Consumer expectations and opportunities pertaining to skincare ingredient trends
Indians are eager to learn about ingredients, driving a demand for knowledge. For brands introducing new ingredients in facial skincare, clear communication about their benefits is key. Educating consumers builds trust and encourages adoption.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Market Definitions
For the purposes of this Report, Mintel has used the following definition.
This Report examines the attitudes and behaviours of Indian consumers towards facial skincare ingredients. It explores which ingredient claims resonate most, the features consumers value enough to pay a premium for and the opportunities to leverage specific natural and active ingredients.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for ingredients in BPC
- Unlock increased value with new insights into ‘chemical-free’ and natural claims
- Graph 1: top three most important ingredient claims in skincare products, by rank, 2025
- Elevate active ingredient efficacy with advanced technology
- Graph 2: ingredient features consumers are willing to pay more for in skincare products, 2025
- Drive interest in ingredients by raising awareness of their benefits
- Graph 3: awareness of skincare ingredients, 2025
- Capitalise on the unique benefits of particular skincare ingredients
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Indians consumers’ growing ingredient consciousness
- A rise in ingredient research spurs the need for transparent ingredient information
- Graph 4: frequency of researching ingredients before purchasing BPC products, 2024 vs 2025
- Indian adults are showing increased interest in skincare ingredients
- Brands are embracing the rising interest in skincare ingredients
- The push and pull between naturalness and science
- Indians prioritise safe ingredients
- Graph 5: factors that drive trust in a beauty and personal care brand, 2025
- Re-evaluating natural
- The growing demand for efficacy is driving the rise of active ingredients
- Graph 6: interest in purchasing beauty and personal care products with select features, 2025
- Skincare innovations put active ingredients in the spotlight
- Ingredients are vital to product effectiveness
- A growing appetite for effective skincare
- Efficacy and ingredient quality go hand in hand
- Mintel predicts: the quality of ingredients will be a key differentiator
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Embrace a fresh perspective on natural and free-from claims
- Consumers prioritise clean, safe formulations, favouring ‘chemical-free’ claims and all-natural ingredients
- Graph 7: top three most important ingredient claims in skincare products, 2025
- Natural claims hold steady, but free-from ones are gaining traction in product launches
- Graph 8: % of skincare launches, by select claim categories, 2015-24
- Move the focus to being free of harmful chemicals
- Graph 9: % of skincare launches, by top five free-from claims, 2015-24
- Natural claims are highly valued for their association with safety
- Brands have been doubling down on the vegan claim in NPD
- Graph 10: % of skincare launches by select claims, 2015-24
- The time is ripe to drive conversations around the quality of natural ingredients
- Case study: Lush Korea’s Fresh 4 service champions fresh ingredients for peak efficacy
- Harness emerging technologies to unlock the potential of plant-based ingredients
- Plant stem cell technology can promise advanced efficacy
- Enhance the quality and efficacy of active ingredients
- Active ingredients bring innovation and potency to skincare
- Highlight ingredients’ penetration and absorption capabilities to promote effectiveness
- Mintel predicts: communicating dalton size is a new way to showcase ingredient efficacy
- Enhance efficacy by pointing to low-dalton ingredients
- Elevate ingredient efficacy with advanced technology
- Graph 11: ingredient features consumers are willing to pay more for in skincare products, 2025
- Leverage advanced tech to improve ingredient penetration into deeper skin layers
- Enhance skincare’s active ingredients with microneedle technology
- Graph 12: % of skincare launches with microneedle claims, 2020-24
- Emphasise advanced ingredient delivery systems
- Focus on better ingredient delivery via liposome technology
- Graph 13: % of skincare launches with liposome claims, 2020-24
- BPC launches mentioning encapsulation or microcapsules on pack continue to grow
- Graph 14: % of BPC launches with encapsulation or microcapsules* in the product description, 2020-24
- South Korea leads in patent grants for encapsulation technology within the BPC sector
- Asian beauty brands are at the forefront of encapsulation innovation
- Graph 15: the top 10 organisations with granted patent families for encapsulation technology used in BPC, 2024
- Look into new technologies to promote penetration and efficacy
- Consumers believe the inclusion of more active ingredients leads to greater effectiveness
- Graph 16: ingredient features willing to pay more for in skincare products, 2025
- Case study: SK-II uses high concentrations of signature ingredients to drive appeal
- Ingredient watch
- Natural ingredients such as liquorice and tea tree oil garner the highest awareness, driving consumers’ interest in using them
- Graph 17: ingredient researchers’ usage and interest in using skincare ingredients, 2025
- Social media chatter: natural ingredients inspire trust, while actives must earn it
- Graph 18: social media conversations around select ingredients, trust score by positive sentiment, 2022-25
- How to read the chart
- Natural ingredients remain a cornerstone of skincare products
- Leverage the unique benefits of each ingredient to drive usage
- Despite various skin concerns, tea tree oil remains the top choice among consumers
- Liquorice/mulethi
- Ingredient snapshot: liquorice/mulethi
- Liquorice can be used for its soothing, brightening and complexion-evening properties
- Graph 19: important benefits when choosing facial skincare products, liquorice/mulethi users vs the total, 2025
- Graph 20: skin issues experienced, liquorice/mulethi users vs the total, 2025
- Capitalise on brightening and skin-soothing claims
- Graph 21: % of facial skincare launches with liquorice and its derivatives, by select claims, 2020-24
- Harness liquorice’s prowess for skin brightening
- Dial up liquorice’s anti-inflammatory properties
- Play into the Ayurvedic image of liquorice
- Graph 22: important ingredients claims in skincare products, by total vs liquorice/mulethi users, 2025
- Mulethi is a more common term than yashtimadhu
- Tea tree oil
- Ingredient snapshot: tea tree oil
- Tea tree oil has solidified its reputation as a top contender in the fight against acne
- Graph 23: % of facial skincare launches with tea tree oil*, by beauty-enhancing claim, 2020-24
- Position tea tree oil as a versatile ingredient for both acne and oil control
- Graph 24: important benefits when choosing facial skincare products, tea tree oil users, 2025
- Explore the benefits of tea tree oil in regulating oil production
- Explore innovative formats and textures with tea tree oil
- Graph 25: usage of facial skin care products, tea tree oil users vs the total, 2025
- Graph 26: % of facial skincare launches with tea tree oil*, 2020-24
- Include tea tree oil in launches beyond traditional face cleansers
- Bakuchiol
- Ingredient snapshot: bakuchiol
- Bakuchiol is rising in popularity but lingers in retinol’s shadow
- Graph 27: % of facial skincare launches with bakuchiol, 2020-24
- Highlight bakuchiol’s natural and gentle-on-skin positioning to win over those hesitant about retinol
- Explore the potential of untapped bio-retinols
- Ginseng
- Ingredient snapshot: ginseng
- Ginseng: a K-Beauty powerhouse
- Position ginseng as a K-Beauty powerhouse for anti-ageing, hydration and brightening
- Graph 28: % of facial skincare launches with ginseng*, 2020-24
- Draw inspiration from Asian markets leading the way in leveraging ginseng’s powerful benefits
- Probiotics
- Ingredient snapshot: probiotics
- Position probiotics as key allies in supporting the skin barrier
- Graph 29: % of facial skincare launches with probiotics claims, 2020-24
- Beauty launches with probiotics come with skin-barrier-strengthening benefits
- Leverage more strains of probiotics to address skin issues
- Protect sensitive skin from irritation with probiotics
- Delve into the benefits of probiotics for multifunctional anti-ageing skincare
- Ceramides
- Ingredient snapshot: ceramides
- Ceramides are emerging in Indian facial skincare launches
- Graph 30: % of facial skincare launches with ceramides, 2020-24
- Graph 31: % of facial skincare launches with ceramide derivatives, 2022-24
- Highlight the role of ceramides in retaining skin moisture
- Hydrate skin with ceramides
- Use liposome technology to enhance ceramide’s penetration
- Salicylic acid
- Ingredient snapshot: salicylic acid
- Salicylic acid reigns as the ultimate acne-fighting hero
- Graph 32: % of facial skincare launches with salicylic acid – anti-acne claims, 2020-24
- Deploy advanced technologies to counter skin redness caused by salicylic acid
- Glycolic acid
- Ingredient snapshot: glycolic acid
- Conversations about glycolic acid are intertwined with those about other trending ingredients
- Graph 33: % of facial skincare launches with glycolic acid, by select other ingredients, 2020-24
- The power duo of glycolic acid and salicylic acid
- Innovate with glycolic acid in face/sheet masks
- Peptides
- Ingredient snapshot: peptides
- The use of peptide ingredients in new skincare products continues to rise
- Graph 34: % of facial skincare launches with peptide ingredients, 2020-24
- Local brands are leveraging peptides for lip care
- Explore the potential of peptides for soothing benefits
- Peptides present unlimited potential
- Glutathione
- Ingredient snapshot: glutathione
- Take inspiration from global markets and capitalise on glutathione
- Graph 35: % of facial skincare launches with glutathione, 2020-24
- Graph 36: % of facial skincare launches with glutathione, by market, 2020-24
- Glutathione is renowned for its skin-brightening properties
- Graph 37: % of facial skincare launches with glutathione, 2024
- Champion glutathione’s brightening benefits
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APPENDIX
- GNPD data links
- Report definition
- Consumer survey methodology
- CHAID/decision tree analysis
- Social data research methodology
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