The Rise And Rise Of I-Beauty

Move over K-Beauty for Indian beauty brands are primped and preened with verve and variety to go for goal. The bloom and groom scenario couldn't be prettier.

- LASAKAN CHOLAYIL

While India has always been the exotic poster child for wellness, it's emergence on the beauty and skincare map has almost been a wild card entry, with the pandemic proving almost serendipitous in its precipitous ascent. Ironically, even though India's tryst with beauty potions is a hallowed tradition with a merry mix of household ingredients and store cabinet skincare solutions, the organised industry lacked product variation as well as a variegated price spectrum, as also attractive packaging. Today, a shift towards incorporating the use of modern formulations and global packaging have sealed the deal for emerging beauty brands, which have been proliferating like mushrooms on a grassy knoll in the monsoon.

It all began with "Make in India", a project Lakme started with cosmetics suited for Indian skin types. The brand soon gained a foothold among Indian audiences, becoming their go-to brand for beauty and skincare. Gradually, many personal care brands inveigled the customers with their advertisements, offering chemicals and SLS-based products. At the time, there were barely a handful of brands that focussed on natural and organic ingredients, and consumers were largely unaware of the need and importance of it in skincare.