India’s premium beauty and personal care market is poised for growth, driven especially by non-metro towns where consumers are increasingly willing to splurge on premium beauty. This Report explores the evolving dynamics that are reshaping what luxury means in beauty for Indian consumers.
Luxury in this market is led by trends, and many consumers view Indian and international brands as equally premium. This Report emphasises the critical importance of developing distinct, culturally resonant brand narratives that leverage global trends to capture the aspirational Indian consumer.
Higher spending is linked to more involved routines. Spending on beauty routines also surges during special occasions like festivals and weddings as consumers, particularly in Tier 1 cities, seek to enhance their appearance and elevate their style.
Premium beauty in India is closely tied to perceptions of safety and efficacy. Skincare stands to benefit most, especially when anchored in credible science, breakthrough ingredients and indulgent formats.
Digital platforms have become essential to the premium shopping experience, with a significant portion of purchases occurring online. As online shopping rises, consumers now expect elevated digital touchpoints in their luxury beauty experience.
This report looks at the following areas:
- Consumer perceptions of premium beauty
- Motivations behind purchasing premium products
- Key categories driving premiumisation in beauty and personal care
- Attitudes and behaviours towards premium beauty products
- Channels of purchase for premium beauty products
- Strategic insights for brands to capture premiumisation opportunities
The path to premiumisation lies in blending global trends with local relevance, anchored in expanded routines, science-backed efficacy and elevated digital experiences.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Market Definitions
This Reportaims to offer actionable insights for brands seeking to capitalise on premiumisation opportunities in India’s evolving BPC market. It covers the beauty and personal care category as a whole. Premium/luxury products refer to those available at high-end prices, generally starting above INR1,000 for a single product.
Please note that the terms ‘premium’, ‘prestige’ and ‘luxury’ are used interchangeably throughout this Report.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of luxury beauty in India
- Drive premium perception by aligning with leading global beauty trends
- Graph 1: agreement with statements on global beauty trends, 2025
- Increase consumer spend by curating complete, multi-step routines
- Graph 2: agreement towards adding more steps to beauty routines on special occasions, 2025
- Effective science-driven formulations are table stakes for prestige skincare
- Graph 3: key values/benefits sought when paying a higher price for beauty products, 2025
- Create bespoke digital experiences that reinforce exclusivity and premium positioning
- Graph 4: online channels of purchase for premium beauty products, by city tier, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Luxury beauty is poised for growth
- Current financial optimism inspires hope for a prosperous future
- Consumers’ wallets and minds are more open to experimentation
- Small towns are driving the prestige beauty boom in India
- India’s FMCG giants bet big on premium beauty
- India is becoming an entry hotspot for premium global brands
- Quality matters for the discerning beauty shopper
- Indians will not compromise on quality
- Indian beauty brands are setting the standard for quality
- Premium beauty strengthens its foothold online
- Digital channels are pivotal in shaping modern shopping habits
- Brands are expanding their digital footprints, online beauty retailers their portfolios
- Luxury lands on quick commerce
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Categories that deliver emotional value (makeup, fragrance) or perceived efficacy (facial skincare) command premium pricing
- Graph 5: amount spent on a single beauty and personal care product in the last six months, 2025
- Non-metro Indians are emerging as significant spenders
- Graph 6: spend of more than INR1000 on a single beauty or personal care product, by city tier, 2025
- Premium in India is defined by trends, not origin
- Consumers perceive Indian brands to as premium as international brands
- Graph 7: types of brands purchased when spending more, 2025
- Indian brands can drive premium perception by aligning with leading global beauty trends
- Graph 8: agreement with statements on global beauty trends, 2025
- Highlight the globally inspired but locally tailored story
- ‘Made-in’ claims can show global R&D for Indian brands
- Premium beauty shoppers from metros seek indulgence, while non-metro residents want to be trendy
- Graph 9: reasons for purchasing products inspired by global beauty and personal care trends, by premium shoppers across metro and non-metro cities, 2025
- Make everyday beauty rituals indulgent for premium metro shoppers
- Lean into ingredient storytelling
- Elaborate beauty routines fuel higher spend
- Beauty routines win consumer trust and justify a premium
- Routine-seeking Indians drive premiums; minimalists are the upsell opportunity
- Graph 10: agreement towards select behaviour statements on beauty routines, 2025
- The more elaborate the routine, the higher the spend
- Graph 11: spend of more than INR1,000 on select beauty and personal care products, 2025
- Graph 12: spend between INR500 and INR1,000 on select beauty and personal care products, 2025
- Curate starter sets for minimalists and basic users
- Treat routine building as a growth lever
- In non-metro cities, special occasions drive elaborate beauty routines
- Graph 13: agreement towards adding more steps to beauty routines on special occasions, 2025
- Create limited editions or mini ritual sets for special occasions
- Haircare is a high-impact, high-visibility category during special occasions
- Graph 14: spend of more than INR1,000 on select beauty and personal care products, 2025
- Premiumise at-home beauty with hair styling
- Graph 15: agreement towards select behaviour statements on premiumisation opportunities in BPC, 2025
- Drive at-home professional haircare routines for luxury trade-ups
- Don’t forget hair styling tools for at-home use
- Expand haircare services in retail or salon environments
- Efficacy and science are at the heart of prestige skincare
- Indians link safety and efficacy to premiumisation
- Graph 16: key values/benefits sought when paying a higher price for beauty products, 2025
- Efficacy is the new benchmark for premium skincare
- Graph 17: spend on facial skincare products, 2025
- Define effective skincare with globally inspired ingredients and innovative formats
- Graph 18: reasons for purchasing products inspired by global beauty and personal care trends, by consumer type, 2025
- Stand out through unique ingredients
- Bio-fermentation shows potential
- Spotlight delivery systems to communicate efficacy and command premium
- Enhance premium appeal with innovative formats and textures
- Graph 19: top five growing formats and textures among facial skincare launches, 2023-25
- Enhance premium appeal with innovative formats and textures
- Take inspiration from China: leverage texture transformations to enrich skincare experiences
- Introduce a new format via a corresponding new facial skincare routine
- Mintel Spark conceptualises prestige skincare solutions with innovative ingredients and transformative textures
- The experience of premium is increasingly digital first
- Digital dominates premium beauty buying
- Graph 20: channels of purchase for premium beauty products, 2025
- eCommerce marketplaces lead for premium beauty purchases
- Graph 21: online channels of purchase for premium beauty products, by city tier, 2025
- Be where the shoppers are
- Specialised beauty retailers can create exclusivity
- Luxury beauty shoppers expect elevated digital touchpoints
- Graph 22: key values/benefits sought from premium beauty products, 2025
- Blend digital convenience with in-store luxury
- Graph 23: agreement towards shopping for premium beauty products in store, 2025
- Use technology to elevate personalisation and redefine luxury beauty journeys
- Digital voices shape luxury beauty shopping
- Graph 24: touchpoints for discovering new beauty brands, 2025
- Use social media to create launch buzz
- Bring trending content to digital and physical stores
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APPENDIX
- Report definition
- Consumer survey methodology
- Abbreviations
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