MATCHA HAS OFFICIALLY LEFT YOUR CUP AND ENTERED YOUR FACE

The matcha craze is driving beauty trends, but does it truly deliver skin benefits?

- Navya Sharma

What started in your cup has fully spilled into your skincare, and the timing could not be more perfect.

The global matcha market is already valued at $4.69 billion in 2024 and is expected to reach $7.43 billion by 2030. That kind of growth always catches the beauty industry's eye, and this time the obsession is glowing, creamy and very green.

Beauty shelves are turning into mini matcha cafes. Laneige is serving a Matcha Latte lip mask, while Huda Beauty is dipping into the trend with its matcha lip tint. Even Indian brands such as ClayCo has a Matcha Enzyme Scrub and Renne offers toner, mask, and lip balm. “Matcha is no longer just a morning ritual. It is one of beauty’s hottest ingredients right now— antioxidant-rich, skin-calming, and deeply detoxifying. And we are seeing this craze firsthand. It also reflects a shift toward ingredient-led, wellness-focused beauty —

SKINCARE BEVE(RAGE)