This Report explores the evolving landscape of skin-brightening trends in India, shifting from a focus on fairness to one on skin glow and health claims. It highlights the changing perceptions of healthy skin among Indian adults with the emergence of new narratives such as energised skin. The Report identifies key opportunities for brands to align with these evolving narratives and leverage them to resonate with Indian consumers.
Additionally, it examines diverse skincare goals and preferences across demographics, emphasising a growing interest in overall skin health promotion and dark spot reduction. Because brightening ingredients target the mechanism behind dark spots, the Report further explores both mainstream and emerging brightening ingredients in India.
Lastly, the Report details the claims and features of skin-brightening formats that Indian adults are most interested in trying and highlights the skin-caring claims that will resonate across diverse age groups and regions.
Healthy skin is no longer just about brightness and glow – ‘energised’ skin is a new key association. Users are increasingly focused on reducing dark spots while also seeking oil control and acne prevention.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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