Homegrown beauty brands are outpacing global labels as consumers favour authenticity, cultural relevance, and science-backed formulations tailored to Indian needs
India’s homegrown beauty industry is undergoing a structural shift, powered by a new generation of indie brands that are building resonance through authenticity, transparency, and a nuanced understanding of Indian consumers. Industry founders say this transformation is neither superficial nor trend-driven — it reflects a fundamental change in how Indians perceive beauty, what they expect from products, and the kind of brands they want to support.
According to industry estimates, India’s overall beauty and personal care (BPC) market is growing at a 10–11 per cent CAGR, while the colour cosmetics segment is expanding even faster at 12–16 per cent CAGR, driven significantly by homegrown labels. Indie beauty in particular has seen remarkable traction, with analysts estimating its share to have doubled in the past five years as digitally native Indian brands scale aggressively across e-commerce, quick commerce, and modern retail.
Authenticity and Indian-centric innovation are driving trust
For Bonish Jain, Founder and Director at PAC Cosmetics, the trust consumers place in indie beauty stems from the deep cultural and climatic relevance of these brands.
“India’s indie beauty movement is being shaped by a growing consumer desire for authenticity, transparency, and products that genuinely understand Indian needs. Homegrown brands are winning trust because they are built on real insights about our climate, diverse skin tones, and everyday beauty habits,” Jain explains.
He notes that global brands often adopt a “one-size-fits-all approach”, whereas Indian brands “innovate quickly, adapt faster, and stay deeply connected to their communities.”
Consumers, he adds, reward brands that make them feel seen: “This trust isn’t created through heavy marketing; it is earned through consistent performance, honest communication, and products that actually deliver. The rise of indie beauty is ultimately the rise of confidence in Indian craftsmanship and innovation.”
Ingredient transparency and cultural relevance give homegrown brands an edge
Indian consumers are no longer passive buyers — they research, compare, and choose with intent. Subham Virmani, Director, Esskay Beauty Resources, observes that the past few years have marked a structural shift in consumer expectations.
“The growth of Indian beauty brands reflects a fundamental change in what consumers are looking for and how they’re making purchase decisions. These homegrown brands have built their positioning around authenticity and relevance, drawing on India’s rich heritage of beauty and wellness practices while applying rigorous modern standards of formulation and safety,” Virmani says.
He highlights that Indian skin presents “remarkable diversity in tones and undertones” that require targeted formulations, something that global brands often overlook.
“Consumers today want transparency around ingredients, measurable results, and brands whose values align with their own. Indian indie beauty brands are consistently meeting these expectations, which explains the sustained growth and strong loyalty we’re seeing in this segment,” he adds.
Beauty that speaks the consumer’s language — and reflects her lived reality
For Mohit Goyal, Co-Founder & Director, Swiss Beauty, the indie beauty movement is rooted in emotional and cultural connection, not just product performance.
“The rise of indie beauty in India is being fuelled by consumers who want brands that truly understand their skin, their climate, and their everyday reality. Trust today is being earned through high-performance formulations tailored for Indian skin tones, weather conditions, and lifestyle needs — paired with the reassurance that effective makeup and skincare can still be accessible,” he says.
Goyal stresses that today’s consumer wants relatability over aspiration. “Homegrown brands that serve every generation — from first-time beauty explorers to women who need long-wear, expressive looks that move with their day — are resonating because they feel relatable. They speak the consumer’s language.”
He points to Swiss Beauty’s recent campaign to illustrate this shift: “Our ‘We Got You, Girl!’ campaign acknowledges a truth: today’s consumer wants to feel supported, seen, and empowered in every moment. That sentiment is propelling India’s indie beauty movement forward.”
“India’s indie beauty rise reflects a deeper consumer shift,” says Chetna Kochar, Assistant General Manager, Colors Queen Cosmetics. “Consumers now want ingredient clarity, cultural relevance, and real results. Indie brands are fast, fearless, and flexible—we innovate quickly, listen closely, and create products that feel authentic. Local beauty is no longer seen as ‘small’ but specialised, driven by trust, transparency, and a true understanding of Indian needs.”
Purpose, inclusivity and accessibility are shaping brand loyalty
The indie beauty wave is being strengthened by a broader behavioural shift — consumers are seeking brands that stand for something meaningful. Pradeep Goyal, Co-founder of Glam21, believes that authenticity and inclusivity have become the cornerstone of consumer choice.
“Indie beauty is getting bigger in India as it mirrors a dramatic change in consumer behaviour — people are choosing reality over fantasy. Contemporary consumers want brands that are not only listening but also doing the right things and making the right products for the Indian market in terms of skin colours, weather, and daily lives,” he says.
Goyal notes that brands like Glam21 are gaining trust because they combine transparency, quality, and cultural relevance. “We consider beauty to be a phenomenon that must be inclusive and accessible. It should be based on people’s daily needs rather than being driven by trends.”
He adds that the movement goes beyond product selection: “Indian consumers are doing more than choosing products — they are selecting the purpose and making ‘Made in India’ innovation their pride.”
A movement redefining India’s beauty future
The rise of indie beauty is not simply a trend; it is a reflection of India’s growing self-belief, evolving beauty ideals, and a shift toward more thoughtful consumption. With strong growth indicators and founders committed to science-backed innovation that celebrates India’s unique diversity, the momentum is expected to continue.
“India’s indie beauty boom reflects a demand for authenticity, inclusion, and real cultural relevance,” says Tanveer Ali Khan, Founder, Maliao Cosmetics. “Consumers now want products that understand Indian skin tones, climate, and lifestyle. Homegrown brands like ours thrive because we stay connected to our community, innovate quickly, and prioritise real experiences over noise. Indie beauty isn’t competing with global labels—it’s building its own proud, Indian identity.”
As homegrown brands scale across categories — from colour cosmetics to dermaceutical skincare — India’s beauty market is moving toward a future where local expertise and consumer-centricity set the global benchmark.
