How consumers are choosing ethics alongside product performance, writes Bonish Jain, Founder & Director at PAC Cosmetics
Beauty has always reflected the spirit of its time. Today, it mirrors a generation that looks beyond surfaces and questions the systems, processes and intent behind the products it uses. India’s cosmetics industry continues to expand steadily, driven by rising disposable incomes, wider digital access and growing comfort with experimentation across demographics. Within this growth, vegan and cruelty-free beauty has emerged as a fast-expanding and influential segment. Projections indicate that the sector will grow at a CAGR of 6.24%, becoming a billion-dollar industry by 2033. Once considered niche, it is now scaling rapidly, signalling a profound shift as consumers increasingly weigh responsibility alongside product performance.
The New Definition of Clean
As ingredient literacy has grown, clean beauty has moved from trend-led experimentation to a more grounded part of everyday purchasing decisions. Consumers have learned to read labels with clarity, understand product purpose and assess formulation safety with confidence. With this awareness has come a broader perspective. Attention has shifted beyond what goes into a product to how it is created. Sourcing practices, testing standards and manufacturing conditions now shape perception and trust. Clean beauty has come to represent intent and accountability rather than simply ingredient selection. Products are assessed across their entire lifecycle, from raw material origins to responsible production. This shift reflects a more mature consumer mindset that values careful choices, ethical discipline and long-term credibility alongside dependable performance.
Ethics as an Expectation, Not a Claim
Vegan and cruelty-free commitments have become central to purchasing decisions. Consumers increasingly scrutinise animal testing policies, supply chain transparency and labour practices. What was once a differentiator is now regarded as a baseline expectation. As scrutiny intensifies, superficial claims are quickly challenged. Trust is earned through consistent action rather than campaign-led messaging. Brands that embraced ethical practices from the outset tend to enjoy greater credibility, as their choices appear deliberate rather than reactive. Responsibility, when integrated consistently over time, becomes evident through sustained practice rather than bold declarations. This evolution in expectations is also reshaping the emotional bond consumers form with beauty brands.
Beauty as Identity and Alignment
Make-up holds an intimate place in daily life. It marks milestones, accompanies routines and supports moments of self-expression, becoming closely linked to confidence and identity. This proximity heightens expectations for alignment between personal values and the brands consumers choose. Ethical inconsistencies feel particularly jarring when products form part of individual expression. While performance may attract initial interest, shared principles build lasting loyalty. Practices such as inclusivity, thoughtful representation and deliberate decision-making foster trust that extends beyond functionality. These qualities cultivate connections grounded in respect, relevance and enduring resonance. As consumer expectations continue to evolve, they are shaping the future direction of the beauty industry itself.
The Next Chapter
The next chapter of beauty will be shaped by conscience as much as creativity. As awareness grows, innovation will prioritise integrity, transparency and empathy alongside performance. Brands that embed responsibility into their core approach, rather than reacting to trends, are more likely to remain relevant in a discerning market. Conscious beauty reflects the way consumers live, spend and express themselves, rewarding honesty over excess and intention over noise. For the industry, this shift presents an opportunity to cultivate lasting trust, rooted in values that endure beyond fleeting trends and surface-level appeal.
