The New Frontier

While India witnesses a massive growth in the number of global skincare brands entering the market, an increasing number of homegrown brands takeover the space and trust among consumers

- Sukriti Shahi

During my trip to the Alps a couple of years ago with a leading skincare brand, I met fellow colleagues from the APAC market and while conversations around local brands from their respective countries were insightful, I wondered if I could ever say the same about the Indian skincare industry. Though the number of homegrown skincare brands has increased in the last decade, India has seen a staggering growth in that space. However, the global spotlight is on us now, not only as the market space but for the homegrown brands that are making waves worldwide. The Indian skincare industry is booming, and the global focus is shifting towards us, but are we there yet?

THE BEGINNING

For as long as I can remember, Indian brands have struggled to win the trust of beauty buyers. Though people experimented with make-up, choosing a new, homegrown skincare brand over established foreign ones has always been a point of contention. Even as a teenager, I remember choosing international pharmacy brands over Indian ones unless prescribed by a dermatologist. I blame it on the limited number of options available and lack of knowledge a couple of decades ago. The perception, however, is changing rapidly as young shoppers are willing to experiment with their choices and invest in niche products. “Homegrown industry has changed over the last two decades, from drugstore cosmetic brands to elevated Ayurveda in early aughts to now where we are experimenting with all genres,” says Vasudha Rai, author of Glow and Ritual.