Mintel has tracked the evolution of clean beauty in India throughout three key Reports over the last few years, each highlighting a shift in consumer perception. Initially rooted in, and often conflated with, natural claims, the clean beauty narrative evolved towards a preference for products free of harmful chemicals.
Today, the concept is maturing further, with science-backed features seeing the highest increase in association with trust in BPC products. This shift reflects a growing consumer focus on efficacy, signalling a movement from traditional natural claims towards scientifically validated attributes. Brands have an opportunity to advance their science-led positioning by focusing on ingredient potency and delivery systems that enhance efficacy.
Clean beauty for sensitive skin also presents growth potential, with sensitive skin claims underrepresented in skincare launches despite their influence on BPC purchasing decisions.
Lastly, while Indian consumers increasingly value ingredient safety and transparency, on-pack messaging remains cluttered with ethical and environmental claims – factors they least prioritise. This misalignment has led to claim fatigue and declining trust in certifications. To stand out, simplify communication and focus on what matters most: transparent, safety-led messaging.
This report looks at the following areas:
- The evolution of the clean beauty movement in India
- Key trends shaping the clean beauty movement
- Factors that help consumers trust a BPC brand
- Clean beauty actions taken by consumers
- Key claim/feature considerations when purchasing BPC products
- Attitudes towards BPC products
- Opportunities to update clean beauty narratives
To unlock potential, address claim fatigue, reframe clean beauty through a science-backed narrative, focus on sensitive skin and use transparent communication.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of clean & conscious beauty in India
- Position scientific backing as a new standard for credibility
- Graph 1: factors that help consumers trust a BPC brand, 2023 and 2025
- Position scientific backing as a new standard for credibility
- Graph 2: factors that help consumers trust a BPC brand, 2023 and 2025
- Amplify the suitability of clean beauty for sensitive skin
- Graph 3: any BPC products bought with select claims/features, 2025
- Prioritise a less clutter, more clarity approach
- Graph 4: activities done more when purchasing a BPC product, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- The evolving clean beauty movement in India
- In India, the clean beauty narrative has shifted towards free-from claims
- Social media chatter about clean beauty predominantly revolves around natural ingredients and ethical & eco claims
- Environmental safety claims dominate, but user safety claims hold potential to grow
- Graph 5: BPC product launches, by the top claim categories, 2020-25
- Graph 6: BPC product launches with user-safety-related claims, by claim, 2020-25
- Brands highlight misleading beauty claims to emphasise user safety
- A growing need for efficacy in beauty
- Consumers seek evidence for claims
- Global clean beauty brands strengthen the stance on ‘cleaner’ formulations with science-backed content
- The Ordinary’s campaign busts beauty myths, prioritising science over hype
- Global brands highlight the synergy between science and nature
- A push for ingredient transparency
- The increasing desire for safer beauty products warrants ingredient transparency
- A rise in ingredient research spurs the need for transparent ingredient information
- Graph 7: frequency of researching ingredients before purchasing BPC products, 2024 vs 2025
- The strategic advantage: innovating without fear
- The government push on greenwashing will drive beauty brands towards greater transparency and accountability
- Brands use social media to dissect ingredients
- Sophisticated simplicity influences the rise of minimal, simpler and efficacious solutions
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- The evolution of clean beauty in India, 2022-24
- Natural and free of harmful chemicals remain equally dominant factors in trusting a BPC brand
- Graph 8: factors that help consumers trust a BPC brand, 2025
- The most common conscious beauty action is checking ingredients
- Graph 9: activities done more of when purchasing a BPC product, 2025
- Natural/organic claims drive BPC purchases, while vegan and cruelty-free remain the least preferred
- Graph 10: purchase of, interest in and awareness of BPC product features, 2025
- Leverage scientific backing as a signifier of clean beauty
- While natural and harmful-chemical-free claims anchor trust, the science-backed attribute has experienced a notable leap
- Graph 11: factors that help consumers trust a BPC brand, 2023 and 2025
- While natural and harsh-chemical-free claims anchor trust, the science-backed attribute has experienced a notable leap
- Younger consumers and those in the West, the North and metro cities are the key demographics behind the shift towards science-backed features
- Graph 12: percentage point change in science-backed as a trusted factor for BPC brands, by gender and age group, region and city tier, 2023 and 2025
- This convergence of science, safety and nature creates a unique sweet spot where brands can build deeper trust and long-term loyalty
- Graph 13: factors that help consumers trust a BPC brand, by those who trust the science-backed feature, 2025
- Science-backed formulations must offer long-lasting results
- Now: make science-backed ingredients the focal point in clean beauty
- Now: explore the combination of science, free-from and natural elements to maximise efficacy claims
- Next: use advanced delivery systems to improve the efficacy of natural ingredients
- Champion product-tested claims to build trust
- Graph 14: BPC product launches, by claim category, 2020-25
- Now: use diverse testing methods to demonstrate products’ safety
- Now: showcase efficacy results on pack to appease performance concerns
- Amplify the message that clean beauty is fundamental for sensitive skin
- The for-sensitive-skin claim ranks among the top three factors influencing the purchase of BPC products
- Graph 15: any BPC products bought with select claims/features, 2025
- The demographic profile of consumers who prioritise sensitive skin claims when purchasing BPC products
- Social media chatter around sensitive skin largely focuses on skincare; NPD launches see an upward tick with potential to grow
- Graph 16: skincare product launches, by product-tested claim, 2020-25
- Pair clean beauty with sensitive skin claims to highlight gentle, responsible formulations
- Safe ingredients are the top pillar of trust for consumers who prioritise sensitive skin claims in BPC
- Graph 17: factors that help consumers trust a BPC brand, by sensitive skin claim priority, 2025
- Now: call out ingredients that are potentially harmful to sensitive skin
- Now: clear the air around free-from and natural myths
- Harness the power of lab-grown ingredients for sensitive skin
- Graph 18: BPC launches with lab-grown claims, by region, 2020-21 vs 2024-25
- Harness the power of lab-grown ingredients for sensitive skin
- Call out irritation testing to amplify clean credentials for sensitive skin
- Resonate with relevance
- Clean beauty brands must bridge the trust gap with relevant claims
- The disconnect between what brands promote and what consumers trust
- Graph 19: BPC product launches by claim category, 2020-25
- Graph 20: activities done more of when purchasing a BPC product, 2025
- Vegan and cruelty-free claims dominate NPD, but with limited consumer impact, they risk fuelling claim fatigue
- Graph 21: awareness of BPC product features, 2025
- Graph 22: BPC product launches, by the top 10 claims, 2020-25
- Now: streamline on-pack messaging to focus on core benefits, safety and transparency
- Leverage packaging to effectively communicate ingredients
- Transparency: educate, don’t just state
- Enable informed choices by providing ingredient checker tools for consumer self-verification
- Case study: teen skincare brand Sammmm practices ‘radical transparency’
- The ‘less is more’ aspect of clean beauty
- Less is more when it comes to clean beauty
- Use clear, minimal messaging to simplify BPC routines
- Takk: the line-up
- Streamlining choice with limited products and simple claims
- Leverage ingredient-led marketing to connect cleanliness and efficacy in BPC
- Understated packaging can denote simplicity and sophistication
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APPENDIX
- Consumer survey methodology
- Social data research methodology
- Abbreviations and terms
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