Beauty Gets Customised

Off-the-shelf culture is losing ground as customisation of products is gaining momentum. Here’s an insight into how brands are rethinking beauty, finds Shruti Shukla.

- Shruti Shukla

Gone are the days when a bright complexion, light eyes and waif-like figures were regarded as the only standard measures of beauty. The paradigm shift is now towards an all-encompassing structure, which celebrates individuality. People are finally waking upto the fact that not everyone has the same skin, hair, or body type, and that need to be taken care of differently. Accepting diversity and enhancing what makes each person unique, has given rise to one of the biggest trends of the decade—beauty customisation.

An increasing number of brands are promoting inclusivity in order to cater to a larger audience while also garnering best results through a personalised approach. CEO of SkinKraft Chaitanya Nallan believes, one in three women will move towards customised products by 2025. “A confluence of three significant trends: Mass internet adoption, enabling feedback loops and user input, AI-enabled understanding of ingredient effectiveness, and modern manufacturing technologies will cause a major shift in the market. Mass-produced products will exit, making way for customised products in the hair, skin, and beauty segments. This will simplify consumers’ choices and end the unrewarding cycle of experimentation,” she states.

Understanding custom care