A report states that masstige brands (priced at Rs 1.5 to 6 per ml) that combine mass reach with premium appeal will gain a larger share of the market
Emphasising that online channels are gearing up to command more than half of all body lotion purchases by 2030, a report has stated that the country’s online body lotion market is projected to reach around Rs 3,700 by Calendar Year 2030 (CY2030P).
A report by Redseer Strategy Consultants noted that masstige brands (priced at Rs 1.5 to 6 per ml) that combine mass reach with premium appeal will gain a larger share of the market and drive more than 30 per cent of the online opportunity.
On the other hand, mass brands, which have around 65 per cent share currently will hold around 54 per cent market share by 2030. Premium brands will see the share go up to 14 per cent from around 11 per cent currently, marking a compounded annual growth rate of 30 to 40 per cent between CY2025E to 2030P.
“More consumers are gravitating towards expert-validated, clinically tested formulations. Brands leveraging dermatological credibility, such as Cetaphil, Fixderma, and Bioderma, are building sustainable moats through professional advocacy and ingredient transparency,” stated Kushal Bhatnagar, Associate Partner, Redseer Strategy Consultants.
Bhatnagar explained that the shift from basic moisturisers to functional, ingredient-centric products is evident, with brands like WoW and mCaffeine foraying into vitamin e, shea butter and other active ingredient-based formulations.
Paraben-free, vegan, cruelty-free formulations have moved from niche to mainstream. Brands like Plum and Minimalist are capturing market share by leading with ethical positioning. The report added that several brands are differentiating through indulgent scent profiles, such as vanilla, caramel, hazelnut that transform body care into an elevated sensory experience.
