As ingredient-savvy consumers reshape India’s beauty market, brands are merging tradition with science to meet rising demand for efficacy, transparency, and ethical innovation, writes Manjari Singhal, Head of Business, FMCG and General Merchandise, Flipkart
India’s contemporary beauty landscape is entering a new phase, one defined by ingredient awareness and purpose-driven purchases. Where once recognition or routine guided choices, today’s consumers are taking a more active role: asking what’s in a product, how it works, and whether it aligns with their values. This evolution is being shaped by a younger audience that prioritises function, transparency, and ethical formulation.
Tradition Meets Science
What’s especially noteworthy is how Indian consumers are combining modern science with traditional knowledge. Ingredients like niacinamide and salicylic acid are now part of daily skincare, while time-tested formulations like kumkumadi oil are being reimagined with clinically supported components like hyaluronic acid and ceramides. Ayurveda and actives are no longer seen as separate paths, they’re converging in smart, hybrid formulations that appeal to both familiarity and efficacy.
From Brand Recall to Ingredient Discovery
This shift is also visible in how consumers discover and evaluate products. They’re not just browsing by brand; they’re looking for specific formulations, such as “retinol under 0.3%” or “fragrance-free vitamin C”. This behavior reflects a deeper understanding of skincare and a demand for precision. It also tells us something else, that education is driving empowerment, not just in metros, but across Tier 2 and Tier 3 cities, where ingredient awareness is growing rapidly.
Making Skincare Simpler to Navigate
To meet these expectations, beauty platforms and retailers are simplifying discovery. Whether through AI-led skin diagnostics, ingredient-based filters, or presented product information, the goal is to support more confident, informed decisions. And the response has been clear: shoppers are engaging with content, comparing activities, and exploring new formats, often making the switch from generic claims to measurable benefits.
Clean is Now the Baseline
Alongside performance, product integrity has become a key consideration. Terms like paraben-free, cruelty-free, vegan, and dermatologically tested are no longer niche — they’re increasingly non-negotiable. Clean formulations and responsible sourcing are influencing what people choose and how they perceive brand credibility.
The shift is also shaping adjacent categories such as makeup, haircare, and personal wellness, where ingredient-first, minimalist formulations are becoming more mainstream. Consumers aren’t just buying products — they’re buying into philosophies around skin health, environmental responsibility, and transparency.
What This Means for the Industry
The transition from kumkumadi to niacinamide reflects a larger mindset shift, one where performance, heritage, and responsibility are expected to coexist. For the industry as a whole, this moment calls for clarity, consistency, and a long-term commitment to what today’s consumer truly values.
About the Author:
Manjari Singhal is the Head of Business, FMCG and General Merchandise at Flipkart
