India’s makeup landscape is transforming, driven by diverse consumers seeking products that cater to their unique beauty needs. As interest in versatile makeup looks grows, develop on-trend products that are both functional and easy to use to appeal to a wide range of preferences across generations.
While the ease of application and removal are key purchase drivers, consumers are also drawn to colour cosmetics that offer skincare benefits, such as hydration and skin protection. However, despite the increasing demand for innovative makeup solutions, educating consumers about the benefits of skincare-infused products remains a challenge. There’s potential for growth in the makeup market by clearly addressing consumers’ multifaceted needs and preferences.
This Report explores the evolving makeup market, detailing how consumers can integrate skincare-infused makeup into their routines and identifying opportunities for brands to expand their reach.
Meet the growing interest in experimenting with new looks and the strong demand for easy-to-apply/-remove products for busy lifestyles. The 'skinification' trend highlights a focus on products that target signs of ageing and are safe for acne-prone skin.
Sainethra Hariharan, Research Analyst – Beauty, Personal Care and Household – India
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EXECUTIVE SUMMARY
- Mintel's perspective
- Key issues covered in the Report
- Overview
- The interest in trying different makeup looks creates innovation opportunities
- Graph 1: top makeup looks consumers want to try, 2024
- The interest in trying different makeup looks creates innovation opportunities
- Effortless beauty during busy times: focus on easy application and easy removal
- Effortless beauty in busy times: focus on easy application and easy removal
- Focus on advanced skincare benefits to attract those who fear makeup
- The future of 'skinification' in colour cosmetics in India
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KEY TRENDS
- What you need to know
- Elevating the everyday: embrace the renewed era of makeup routines in India
- The Indian makeup scene is abuzz with NPD activity
- Graph 2: the top categories in beauty and personal care launches, 2019-24
- Beauty brands are exploring diverse products and price points to cater to each beauty enthusiast
- Graph 3: the top price points in colour cosmetics, 2021-24
- Graph 4: the top sub-categories in colour cosmetics, 2021-24
- From browsing to buying, Indian consumers are fuelling the beauty boom
- Graph 5: respondents* who agree with "I have spent more money on beauty/grooming products in the last 12 months", 2024
- Makeup is used as a treat to boost confidence and enhance one's natural appearance
- Mainstream makeup brands are adopting a slow beauty indulgence strategy
- No escape from the 'skinification' of colour cosmetics
- The 'skinification' of cosmetics continues to evolve
- Facial skincare has been taking centre stage year after year
- Graph 6: the time of day for using beauty and grooming products, 2024
- Graph 7: respondents* who expanded their beauty and grooming routine in the last three months, 2023-24
- The credentials of 'skinification' in makeup are scrutinised as Indians invest more time
- The desire for safety and a skin-first approach prompts brands to slowly tap into skin-related claims with more room to explore
- Graph 8: the top skin-related claims in selected colour cosmetics launches, 2019-24
- Graph 9: the top skin-related claims in selected colour cosmetics launches, 2019-24
- Indian brands take a skin-first approach focusing on hydration and protection
- Global brands highlight a skin-first approach via skin-enhancing and healing formulations
- Brands are tapping into skin-infused products that shorten lengthy routines
- Social media is becoming the biggest driver for colour cosmetics
- Consumers increasingly trust social media for all things beauty
- Indian women are embracing beauty trends thanks to social media
- Brands are boosting engagement online and offline
- Graph 10: face colour cosmetics launches with social media claims, 2019-24
- Simplify the consumer journey to drive loyalty
- Make product discovery fun and accessible on social media to enhance routines
- Makeup will have a bigger role to play as social media apps remove unrealistic beauty filters
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Indian women's desired makeup looks
- Younger women show greater willingness to experiment with makeup styles
- Graph 11: interest in trying a makeup look, by generations and regions, 2024
- Generational makeup preferences: glossy and matte lips and smokey eyes stand out across ages
- Lip colour, with either a gloss or matte finish, dominates Indian looks
- Lips play a vital role in Indian women's makeup routines
- Graph 12: share of lip cosmetics and lip care launches, 2019-24
- Graph 13: lip product usage, by category, 2024
- Meet the demand of the urban-dwelling younger consumers wanting a glossy lip
- Graph 14: consumers who are interested in trying the glossy lips look, by generation and by city tier, 2024
- Consumer interest in the glossy lips look creates opportunity for newer formats
- Lipstick and tinted lip balm can step up to provide the most popular glossy lip look for Indian women
- Shift lipstick innovation to prioritise gloss finishes over matte
- Graph 15: share of launches with gloss/glossy or matte finishes as a share of all lip cosmetics and care*, 2021-24
- Graph 16: share of mentions of gloss/glossy in lip cosmetics and care launches, 2021-24
- Extend the longevity of glossy products to avoid multiple applications of lightweight tints
- Graph 17: the top features glossy-lip-look consumers look for while selecting a makeup product, 2024
- Take inspiration from global markets to infuse functionality into different formats
- The popularity of glossy lips opens the opportunity to innovate with lip glosses
- Capitalise on lip balm's usage and perception by bringing together gloss and lip care
- Innovate with lip oils to deliver a glossy look
- Don't miss out on the potential of matte finishes in the age of glossy aesthetics
- Matte finishes are linked to dryness, warranting hydration
- Offer hydration benefits to enhance the appeal of matte finish products
- Graph 18: share of moisturising/hydration claims in matte lip cosmetics and care launches, by markets, 2021-24
- Champion natural hydrating ingredients in matte products
- Embracing the smokey eye trend
- After lips, eyes are the focus
- Graph 19: the share of eye makeup use in the past six months, by category, 2024
- Graph 20: the share of eye cosmetics launches, 2021-24
- The smokey eye look remains a popular choice for Younger Millennials
- Position kajal as the champion of the smokey eye look to reel in consumers wanting high-impact, low-effort products
- Harness the expertise of beauty professionals to educate consumers on using eye makeup for multiple looks
- Simplify the smokey eye to empower today's makeup wearers
- Blushing through every occasion
- Social media's impact remains substantial for blush
- The growing interest in glowing cheeks unlocks potential for blush innovations for Gen Z
- Take inspiration from global markets to bring varied formats to the blush category
- Graph 21: the top formats in the blush category, 2021-24
- Don't shy away from blush: give them dreamy glowing cheeks
- Teach consumers how to apply blush
- Create blush products for diverse Indian skintones
- Address the demand for natural and nude makeup looks
- Nude makeup builds on users' demand for natural looks
- Graph 22: Makeup Look Experimenters who are interested in trying a makeup look in natural/nude shades, by generation, 2024
- Because there's rising buzz about nude makeup on social media, focus NPD on nude shades
- Graph 23: the share of colour cosmetics launches with nude or no-makeup makeup claims of all colour cosmetics launches, 2019-24
- Status quo: lip colour makes up the majority of products mentioning nude or no-makeup looks; other colour cosmetics formats are a white space
- Graph 24: the share of launches in colour cosmetics with 'nude' or 'no makeup' in the description, 2019-24
- Although multiuse and foundation products do the heavy lifting for nude shades, higher-use ones such as eyeliner, blush and brow products have potential
- Graph 25: % change of nude and no-makeup colour cosmetics launches, 2019-20 vs 2023-24
- Graph 26: % change of nude and no-makeup colour cosmetics launches, 2019-20 vs 2023-24
- Sophisticated simplicity calls for a radiant glow and soft, muted looks in simple makeup routines
- Graph 27: agreement with "Wearing makeup feels heavy on the skin", 2024
- Help create a no-makeup makeup look to promote pro-ageing ideas
- Promote age-inclusive beauty and create options for older consumers seeking a natural look
- Tap into easy-to-apply and easy-to-remove makeup
- Indian consumers want easy beauty in busy times
- Graph 28: the top features consumers look for while selecting a makeup product, 2024
- Graph 29: agreement with select statements, 2024
- The future of easy beauty during hectic times
- Leverage the surge of time-sensitive beauty and the increasing demand for convenience among affluent spenders across generations
- Indian brands have not fully taken advantage of all the convenience claims in the colour cosmetics category
- Graph 30: the share of convenience claims in selected colour cosmetics categories in the top 10 markets, 2019-24
- Create formulations that take application convenience to the next level
- Unlock the potential of built-in applicators for practical, streamlined, time-saving routines
- Learn from skincare brands: use packaging to help consumers integrate new makeup products into their routines
- Indian women seek easy-on, easy-off makeup
- An ideal time for easy-removal cosmetics: bridge the gap in India
- Graph 31: top markets for colour cosmetics launches with easy-to-remove claims, 2019-24
- Graph 32: percentage of selected colour cosmetics launches with easy-to-remove claims, by sub-category, 2019-24
- The consumers interested in easy-to-remove products
- Graph 33: agreement with "I am interested in makeup that is easy to remove", by generation, region and city tier, 2024
- Make makeup removal an important part of the routine
- Induce trial by packaging removers with makeup products
- Create shorter routines with multipurpose products to quickly complete a look and later remove it
- Learn from nail colour cosmetics that feature easy removal while highlighting efficacy and skin-friendliness
- Skincare's role in makeup is growing
- Indian consumers are still wary about the sensation of makeup
- The lines between skincare and beauty are blurring
- India has yet to capitalise on skin-enhancing claims, unlike other markets
- Graph 34: share of selected colour cosmetics launches, by selected skin-enhancing claims, 2019-24
- Desires for safety and skin-first approaches are prompting brands to show efficacy by slowly tapping into active ingredients
- Graph 35: percentage of colour cosmetics launches with selected active ingredients, 2021-24
- Graph 36: share of colour cosmetics launches with selected active ingredients, 2021-24
- The future of 'skinification' in colour cosmetics in India
- Embrace 'skinification' as a long-term strategy
- Graph 37: top features consumers look for when selecting a makeup product, 2024
- Target the makeup use expansion beyond special occasions
- Graph 38: usage of makeup across occasions, by makeup type, 2024
- Create skincare-infused makeup ranges to appeal to traditional skincare users for at-home and daily use
- Graph 39: percentage of colour cosmetics launches using the keywords 'daily' or 'everyday', 2019-24
- Graph 40: time spent on beauty and grooming activities in the morning, 2024
- Provide the coverage and colour payoff of traditional makeup while nourishing and protecting skin
- Ingredient houses are offering powerful skin benefits
- The ageing journey through makeup
- Makeup can address both beauty and ageing for Indian consumers
- Skin-ageing concerns can open avenues for makeup brands in India
- Brands can dial up on the top conditions considered signs of ageing
- Graph 41: repertoire of face makeup products used by women who have started taking action for ageing concerns, 2024
- Graph 42: top conditions women consider signs of ageing, 2024
- India has untapped potential for makeup launches that focus on age-related benefits, offering a broader target market
- Graph 43: percentage of colour cosmetics launches with selected skin-enhancing claims, by claim, 2019-24
- Graph 44: percentage of colour cosmetics launches with selected skin-enhancing claims, 2019-24
- Help consumers across generations and lifestages embrace ageing
- Tailor beauty options based on lifestage: from delaying signs of ageing to a celebration of ageing
- Target Gen Zers and Younger Millennials with products to subtly address early signs of ageing
- Anti-ageing solutions can help Older Millennials and older generations embrace the ageing process while also delaying its effects
- Case study: Laura Geller empowers users across different lifestages
- Invisible? Says who?
- The future appears promising with advancements in ingredients combating ageing, which may eventually benefit makeup products
- Incorporate trending anti-ageing skincare ingredients into makeup products to transform consumer routines
- Graph 45: percentage of colour cosmetics launches with selected anti-ageing ingredients, 2019-24
- Graph 46: percentage of colour cosmetics launches with selected anti-ageing ingredients, 2019-24
- Makeup can attract more consumers by offering Botox- and filler-like effects, giving them a chiselled look without the cost of a procedure
- Neurocosmetics have the opportunity to arrive in prestige makeup
- Create acne-friendly colour cosmetics
- There's potential for makeup products to address users' skin concerns
- Acne-friendly makeup is a niche market with high growth potential
- Graph 47: top markets for colour cosmetics launches with anti-acne, non-acnegenic or skin disorder claims, compared with those of India, 2019-24
- Pay attention to the lack of makeup for skin conditions
- Graph 48: different skin conditions as a share of consumers facing any kind of skin condition in the last 12 months, 2024
- Provide soothing solutions for acne-prone skin from the base
- Case study: PRIIA promises to be acne-safe but also beneficial to acne-prone skin
- Empower consumers to enjoy makeup with confidence and care for their skin
- Graph 49: top categories of colour cosmetics launches with anti-acne, non-acnegenic or skin disorder claims, 2019-24
- Go beyond base makeup to explore acne-safe claims
- Draw inspiration from global launches and skincare categories for ingredients
- Graph 50: top anti-acne and soothing ingredients in selected skincare categories, 2019-24
- Graph 51: top anti-acne and soothing ingredients in selected colour cosmetics categories, 2019-24
- Combine popular ingredients with emerging ones in anti-acne and soothing products
- Skincare-first, science-backed brands can create the next generation of hybrids that drive safety in makeup
- Case study: IT cosmetics addresses safety concerns head on
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APPENDIX
- Consumer survey methodology
- Social data research methodology
- Abbreviations
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