The Indian colour cosmetics market is experiencing a shift, driven by consumer interest in innovative lip & eye products.
Skincare elements are being increasingly integrated into makeup, appealing to consumers seeking multifunctional benefits. Lipsticks and kajal remain staples, but newer formats in lip & eye cosmetics are gaining traction, especially among younger users. Social media continues to revolutionise product discovery and experimentation, with vibrant, fun-driven packaging and storytelling attracting a younger audience. This Report also examines eye & lip makeup users, their concerns, needs and opportunities to target them effectively.
The demand for plumping lip products is growing, creating opportunities for brands to innovate. By focusing on convenience, performance and self-expression, brands can stand out in this fast-changing market.
This report looks at the following areas:
- Key trends impacting the colour cosmetics category in India
- Consumers’ usage of lip & eye makeup products
- Preferences for lip & eye makeup formats
- Features considered when choosing lip & eye makeup products
- Concerns associated with applying and wearing makeup
- Attributes that influence the purchase of new lip or eye products
- Opportunities and market applications to drive lip & eye cosmetics in India
Users are moving beyond the staples, blending aesthetic innovation with skincare benefits. Balance trend-driven formats with functional benefits like plumping, eyecare and ease of use.
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 for colour cosmetics in India
- Boost usage with versatile formats, while keeping the classics
- Graph 1: top lip or eye products used by consumers in the last three months, 2025
- Removal is a major frustration for eye makeup users
- Graph 2: agreement that removing eye makeup can be uncomfortable and frustrating, 2025
- Texture innovation can enhance the usage of eyeshadow users
- Graph 3: top features sought in eye makeup, 2025
- Take global inspiration to help Indian womens’ lips feel plumper
- Graph 4: plumping claims in lip cosmetics launches, 2024-25
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Brands are leveraging the upswing in colour cosmetics
- Beauty commands increasing attention
- Focus on beauty intensifies, with consumers more open to experiment
- Graph 5: brand loyalty for makeup products, 2023
- Innovation fuels growth in Indian makeup launches
- Graph 6: top beauty & personal care product launch categories, 2020-25
- Lip colour is driving NPD momentum, as eye colour finds its consistent stride
- Graph 7: colour cosmetics product launches, by sub-category, 2020-25
- The Indian market zooms in on lip & eye innovation
- Skinification goes beyond the base to transform colour makeup
- The ‘skinification’ of cosmetics goes beyond base makeup categories
- Skincare benefits are slowly converging with lip & eye cosmetics, leaving room for innovation
- Graph 8: skin-related claims in lip & eye cosmetics, 2020-25
- Indian beauty brands are creating skin-conscious colour routines
- Global brands are accelerating skincare benefits in lip & eye cosmetics
- Pulse-driven innovation injects fun into India’s makeup scene
- Consumers are looking for a path to new experiences and emotions
- Trend-driven innovations are sculpting the makeup category to unlock novel experiences
- Fuelled by global social media, brands use fun packaging to turn products into engaging experiences
- Globally inspired sensory experiences are gaining traction as Indian formats actively level up
- Global brand M·A·C revives fan favourites by tapping into nostalgia trend
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Usage and format preferences for lip & eye makeup products
- Lipstick and kajal remain staples, as other eye products see rising popularity
- Lipstick and kajal are widely used, while other eye products gain in popularity
- Graph 9: top lip or eye products used by consumers in the last three months, 2025
- Graph 10: any lip or eye makeup used in the last three months, 2025
- Younger women show high involvement in lip & eye makeup
- Graph 11: usage of eye makeup products in the last three months, 2025
- Graph 12: usage of lip makeup products in the last three months, 2025
- Gen Zs and those living in upper-tier cities have a wider repertoire of lip & eye makeup products
- Graph 13: repertoire of lip or eye products used by lip or eye makeup users, by city tier, 2025
- Graph 14: repertoire of lip or eye products used by lip or eye makeup users, by generation, 2025
- Gen Zs prefer lipsticks, but are open to experimenting with other formats
- Graph 15: top lip formats of interest to lip & eye makeup users, by generation, 2025
- Graph 16: top lip formats of interest to users, 2025
- Sticks and balms dominate India’s lip category
- Graph 17: top formats in selected lip makeup and care categories, 2020-25
- Makeup users favour powder formats in eye makeup, while younger consumers exhibit greater interest in disparate options
- Graph 18: top eye formats lip & eye makeup users are interested in trying, 2025
- Graph 19: top eye formats users are interested in trying, 2025
- Opportunity exists for innovating in formats across eye categories
- Graph 20: top formats in eye colour cosmetics launches, 2020-25
- While lip colours and eyeliners gain momentum, other categories continue to establish a foothold
- Graph 21: colour cosmetics launches, 2020-25
- Prioritise skin health in eye cosmetics
- Eye makeup enthusiasts seek skincare-infused products
- Prioritise eye makeup products with hydration and advanced skincare benefits
- Graph 22: features users look for the most when buying lip or eye makeup products, 2025
- Indian brands fall behind skin benefit innovation
- Graph 23: top skin health claims in eye cosmetics, 2020-25
- Begin by marrying basic skin functions with aesthetics
- Level up eye colour with advanced, long-term skincare benefits
- Offer eye cosmetics for sensitive skin
- Graph 24: features sought when buying lip or makeup products, by selected sensitive skin claim, 2025
- Removal is a major frustration for eye makeup users
- Graph 25: agreement that removing eye makeup can be uncomfortable and frustrating, 2025
- Foster trust in long-wear eye makeup removal with solutions that prioritise skin health
- Harness the power of natural ingredients for eye colour and care
- Graph 26: selected natural-related claims in eye cosmetics launches, 2020-25
- Graph 27: agreement that makeup products with natural or ayurvedic ingredients are appealing, 2025
- Leverage interest in natural ingredients to care for the eyes
- Highlight naturalness and versatility to spark creativity
- Boost eyeshadow usage
- Potential for eyeshadow to play a bigger role in Indian makeup routines
- Expand eyeshadow’s role in India
- Graph 28: colour cosmetics launches, by selected eye makeup sub-category, 2020-25
- Graph 29: eye cosmetics launches, by select sub-category, 2015-25
- The demographic profile of eyeshadow users
- Recruiting new eyeshadow users
- Non-users prioritise look, colour and ease of use
- Graph 30: top features sought by eye makeup non-users when selecting a makeup product, 2025
- Trendy shades can pull non-users into eyeshadow
- Graph 31: factors that would encourage eyeshadow non-users to buy a new lip or eye makeup product, 2025
- Create versatile eyeshadows that suit every mood and occasion
- Leveraging storytelling along with creativity
- Tap into the ‘artification’ of packaging
- Create new usage occasions with under-eyeshadow
- Revive eyeshadow using new hacks
- Highlight pigment versatility to spark creativity
- Texture innovation for eyeshadow users
- Texture innovation can enhance the usage of eyeshadow users
- Textures attract eyeshadow users
- Eyeshadow users are format explorers, ready for innovation
- Graph 32: formats of interest in eye makeup products, by eyeshadow users, 2025
- Experiment with formats while focusing on the shades and finishes that matter most to eyeshadow users
- Graph 33: factors that would encourage users to buy a new lip or eye makeup product, by eyeshadow users, 2025
- Graph 34: features makeup users look for the most when buying lip or makeup products, by eyeshadow users, 2025
- Play with texture, format and ease of use to deliver the finishes users love
- Address sweat and humidity concerns with texture/format innovation
- Tackle sweat and humidity concerns with texture/format innovation
- Graph 35: concerns when applying and wearing makeup, by eyeshadow users, 2025
- Graph 36: features makeup users look for the most when buying lip or makeup products, by eyeshadow users, 2025
- Reframe textures to longevity and climate-proofing
- Look outside categories to adapt long-lasting makeup to climate challenges
- Opportunity for fuller lips and plumping textures
- Lip makeup users aim for fuller lips to complete their lip look
- Take global inspiration to help Indian womens’ lips feel plumper
- Draw global inspiration to enhance the fullness of the lips
- Graph 37: lip cosmetics launches, 2024-25
- Use formats to fulfil users’ dream of fuller lips
- Graph 38: formats of interest in lip makeup, by lip or eye makeup users, 2025
- Diversify by tapping into growing interest in newer lip care formats
- Innovate lip products to enhance and plump the pout
- Enhance format usage by tapping into skin benefits and finish
- Graph 39: features makeup users look for the most when buying lip or makeup products, by statement agreement, 2025
- Plumping can become a versatile lip solution across age groups
- Draw inspiration from format innovations in the Indian market
- Use temperature to amplify the tingly multisensory experience
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APPENDIX
- Consumer survey methodology
- Repertoire analysis
- Social data research methodology
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