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"India's teen beauty market is emerging and under-served. Brands that balance parental trust with teen-focused essentials and guided self-expression will unlock growth."
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
India’s teenagers represent a significant and increasingly influential consumer cohort, with 60% being digitally native. This Report explores the opportunity for brands to tap into this group, particularly as parents remain key gatekeepers, making beauty purchases a co-negotiation between teens’ desire to experiment and parents’ need for reassurance.
In the absence of age-appropriate options, many teens default to products used by parents or older siblings, even as near-universal use of staples such as shampoo, bar soap and hair oils shows routines form early, signalling strong headroom for safe, teen-specific essentials.
Beyond functional care, the next phase of growth lies in tapping into expressive categories. While teens prioritise soap and shower products when given extra budget, spending quickly expands into fragrances, nail products, makeup and hair styling, reflecting a shift from functional self-care to identity-led preference.
Lastly, purchase decisions are shaped less by viral trends and more by close social circles. Recommendations from friends, siblings and peers outweigh celebrity or influencer cues, highlighting the power of micro-communities as critical entry points for engaging this cohort.
For this report, Mintel has surveyed teenagers aged 13-17 under parental supervision, who use beauty and personal care (BPC). The Mintel GNPD also uses age 13-17 in its definition for teenager claims.
Note: Does not include baby personal care products
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