Homegrown brands are redefining access to professional makeup with inclusive formulations, omnichannel reach, and affordable innovation
“This is makeup as self-expression, as confidence, and as everyday art—democratised for all.”
The Indian beauty industry is undergoing a profound shift. Once synonymous with high-end salons and international counters, professional-grade makeup is now making its way into the hands of everyday consumers, thanks to the rise of homegrown brands that understand the unique aspirations, budgets, and skin tones of Indian customers.
According to research by Kearney, IMARC Group and Mordor Intelligence, the India cosmetics market was valued at an estimated USD 14.6 billion in 2024 and is projected to reach USD 24.3 billion by 2033, growing at a CAGR of 5.9 per cent. Within this, the make-up market is expected to witness a CAGR of 7.75 per cent between FY2025 and FY2032, expanding from USD 1.28 billion in FY2024.
The mass segment captured the largest share (80.12 per cent) of the market in 2024, but the premium/luxury segment is set to expand faster, at a 12.77 per cent CAGR. Lip makeup currently leads with a 36.78 per cent share, while eye makeup is forecast to grow rapidly at an 11.74 per cent CAGR through 2030. The premium professional makeup market is also rising in India, driven by the growing number of specialised makeup artists (MUAs), who increasingly operate beyond salons, offering on-venue professional services.
Against this backdrop, Indian beauty brands are democratising professional-grade makeup, making studio-quality products affordable, accessible, and relevant to consumers in both metros and tier-II and tier-III cities.
Professional Quality, Made Inclusive
According to Bonish Jain, Founder & Director, PAC Cosmetics, over the past decade, India’s beauty landscape has undergone a remarkable shift. Professional-grade makeup, once confined to elite salons and global luxury counters, is now finding its way into the hands and vanity kits of everyday consumers. “This transformation is driven by brands that understand the aspirations, budgets, and skin tones of the Indian market better than anyone else,” says Jain.
He adds, “At PAC Cosmetics, we’ve always believed that makeup should be inclusive, not exclusive. By combining high-performance formulations and rigorous quality standards, we’re democratising professional-grade makeup, making it accessible to everyone, whether you’re a seasoned pro, a budding artist, an enthusiast, or just starting your makeup journey.
Makeup Meets Skincare
Vidushi Goyal, CMO at Swiss Beauty, opines that the modern customer needs more than affordability. “Swiss Beauty has always been committed to delivering high-quality products at accessible price points. However, today’s consumers expect more than affordability—they seek formulations that combine superior performance, lasting wear, and meaningful skincare benefits.”
Goyal adds, “This insight inspired the launch of Swiss Beauty Select, our mass-premium line designed to elevate the beauty experience without crossing into luxury pricing. By infusing high-performance makeup with skin-nourishing ingredients, Swiss Beauty Select meets the growing demand for products that enhance both appearance and skin health.”
As the lines between makeup and skincare continue to blur, this evolution reflects a fundamental shift in consumer expectations.
Accessibility as the New Luxury
Saahil Nayar, Co-Founder & CEO at Mila Beauté feels that for years, professional makeup felt out of reach for most people. “You either found products that were easy to buy but didn’t really last, or high-end ones that looked great but were too expensive and complicated. That gap is now closing, and it’s changing the way beauty is experienced in India,” says Nayar.
He adds, “Good quality should not come with a heavy price tag or feel intimidating to use. Today’s consumers want makeup that is long-lasting, skin-friendly, and easy to use, but they also want it to be accessible in terms of price, shade range, and availability. Beauty should feel like it belongs to everyone. What’s exciting is how quickly this change is happening. Makeup that once felt reserved for special occasions is now a part of daily life.”
Blending Online and Offline Touchpoints
According to Dheeraj Bansal, Co-Founder of Recode Studios, embracing channels of direct-to-consumer and gliding over the boundaries of ecommerce, brands are liberating themselves from being tied down by traditional retail, offering quality products at a reasonable price.
“Blending offline points of contact and online touchpoints ensures that consumers find products online but also engage with and experience them prior to buying. Strategic collaborations with the top beauty marketplaces further extend reach, touching multiple geographies and demographics. This tactic, combined with discerning influencer partnerships, enables authentic storytelling about the product and builds credibility with next-generation consumers,” Bansal says.
He adds, “The result is more varied than ever before, where professional-level makeup is no longer the exclusive domain of salons or high-end counters but available to mainstream consumers who expect performance, quality, and affordability in their very own personal beauty regimen.”
Omnichannel for Everyday Luxury
Mihir Jain, Director – Sales & Marketing, Insight Cosmetics comments that professional-grade makeup becoming mainstream in India’s evolving beauty landscape is transforming consumer attitudes toward professionalism and quality. The way forward lies in omnichannel strategies that combine the ease of online shopping with the tactile experience of offline product trials.
“Strong influencer networks and engaged online communities are enabling brands to connect with customers individually yet at scale, fostering participation and trust. Features like online try-on tools and virtual consultations give consumers the autonomy to make informed decisions, while retail alliances ensure physical product availability across diverse locations,” says Jain.
He adds, “Every effort is made to adapt formulations to Indian skin tones, textures, and weather conditions, ensuring professional standards remain uncompromised. This approach is dissolving traditional boundaries between everyday makeup users and professional-grade products, making studio-quality beauty a part of daily routines for millions.”
Social Media and Shade Inclusivity
For Drishti Madnani, Co-founder & Beauty Expert, Shryoan Cosmetics, democratisation of professional-quality make-up in India is no longer a trend in the making; it is a reality born out of innovation, accessibility, and the impact of the digital age. “The popularity of online shopping for beauty products has opened gates for consumers to buy high-quality products without geographical or financial constraints,” says Madnani.
“Through close partnership with influencers in diverse niches, brands are putting makeup tutorials, demonstrations, and real reviews onto consumer screens, enabling consumers to make educated purchases. This is complemented by product lines that are specifically created to address Indian beauty requirements, whether that is tropical-wear formulas for tropical weather, shade ranges that address differentiated skin tones, or texture that functions under diversified conditions,” she adds.
Performance Meets Affordability
According to Bikash Goyal, Co-founder of Glam21, “The Indian beauty industry is leading the world by example by bringing professional makeup to everyday life. By intelligent utilisation of online stores with physical retail counters, the brand ensures high-performance product availability among consumers both in metros and tier-II cities.”
Goyal adds that tie-ups with top beauty marketplaces have given reach a huge boost, and campaigns initiated by influencers offer credible, real-time testing that instils consumer confidence. “Why this revolution stands out is the accuracy of product innovation, Indian skin type, and issue-concerned formulations supported by quality standards that are very close to international standards. This intelligent strategy has altered the mind and buying of make-up in India from a niche or specialist-only brand to an everyman mass luxury brand. By doing this, not only did the market grow, but it also became a welcoming forum in which art and affordability meet harmoniously for beauty enthusiasts around the world.”
With consumers from metros to tier-II towns demanding high-quality, skin-friendly products that merge aesthetics with care, Indian beauty brands are carving a unique space in the global market. This is makeup as self-expression, as confidence, and as everyday art—democratised for all.
