"Target Indian skincare users with functional cleansers, and position serums as essential for specific skin needs, with routine upgrades that focus on skin health."
Sainethra Hariharan, Research Analyst - Beauty, Personal Care and Household - India
India’s facial skincare market is evolving, driven by consumer demand for multifunctional products, and generational preferences. Gen Zs and Younger Millennials lead the way, with the former focusing on functional benefits, and the latter remaining loyal to traditional cleansing cues.
Although serums are perceived as highly effective, adoption remains low due to consumer priorities for simplicity and visible results. This highlights opportunities for innovation in facial cleansers, given that consumers increasingly seek added skincare benefits within their routines.
Skincare habits in India remain largely consistent, presenting brands with a chance to introduce meaningful upgrades that align with people’s existing routines. This indicates both current stability, and future potential for growth and innovation within the category.
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