In May 2024 Shamika Haldipurkar received the Business Innovation Award for her skincare brand d’you at the Business of Beauty’s inaugural Global Forum in LA. d’you was celebrated for its diligent approach towards brand building via channelling social listening into innovation and we are here for a homegrown
brand making waves globally.
d’you’s journey, from inception to acceptance, is marked by several moments of particular interest to takers of beauty, business and both. With a rather risky go-to-market strategy, Haldipurkar, launched with just one product- Hustle, a multi- actives serum, in a powder blue, airless pump; pretty, practical, powerful. If that doesn’t tickle one’s marketing brain, the popularity of this hero product definitely will. The magical blue serum enjoys a forty five percent user retention rate, an aspirational figure for a premium segment product in the Indian market. The success story of Hustle tells of the evolution of needs and discernment in the Indian beauty consumer, as well as India’s growing popularity at the global front.
Historically rooted in Ayurveda and wellness traditions, the country is emerging as a powerhouse in the global beauty marketplace. This surge is driven by several factors: rising disposable incomes, increasing urbanisation, and a youthful population keen on grooming and personal care. Influencers and beauty bloggers play a pivotal role in this ecosystem, driving trends and shaping consumer preferences. The proliferation of online reviews and tutorials has empowered consumers to make informed choices, contributing to the rapid growth and dynamism of the Indian beauty market which is expanding at a steady Compound Annual Growth Rate (CAGR) of 8.1 per cent, reflecting its potential for future expansion. Euromonitor International reports that from a modest USD 12.3 billion in 2018, it shot up to a whopping USD 15.6 billion in 2022, and is predicted to soar to USD 17.4 billion by 2025.
Packaging collage for the Old School Ritual.
The domestic beauty landscape is thriving with over 3,000 Direct-to-Consumer (D2C) homegrown brands. Some of these brands are crafting unique stories and products that resonate deeply with the Indian ethos while also appealing to a global audience. Nykaa which revolutionised the beauty e-commerce space in India, has rebranded itself as Nysaa for its foray into the Dubai market. Indian celebrities are also venturing into the beauty industry, bringing in their unique perspectives and fanbases. Kay Beauty, founded by Bollywood actress Katrina Kaif is preparing for international expansion with a recent Dubai launch. Priyanka Chopra’s Anomaly, a hair care brand, emphasises affordable luxury, while Deepika Padukone’s 82°E merges skincare with wellness. Kriti Sanon’s Hyphen is gaining traction among Gen Z, and South Indian singer Smita’s Old School Rituals blends ancestral wisdom with modern aesthetics. Mira Rajput, known for her skin enthusiasm, is the latest to join this burgeoning space with Akind. Furthermore, the India division of Estee Lauder collaborated with designer Sabyasachi releasing a luxury lipstick collection that garnered significant attention globally. This cross-pollination of Indian creativity and international appeal is reinvigorating beauty standards worldwide. In the midst of this noise, a few brands stand out for their innovation and popularity.
Hustle delivers a versatile, multi active formula that simplifies and reduces the steps and products in a skincare regime. The Indian consumer is now more mature than ever. Moving away from overwhelming multi step routines, consumers are opting for more practical and sustainable products. AMINU has come to the forefront with their cutting edge formulations displaying the appetite for a more holistic approach towards beauty. Quoting Prachi Bhandari, co-founder of AMINU, “It’s been so exciting to see how our traditional ingredients like turmeric, neem, bakuchiol and sandalwood are resonating with people all over the world who are looking for natural, holistic beauty solutions. Brands are combining ancient wisdom with modern science to create innovative products that really stand out in the market. I’ve also noticed a growing appreciation for authenticity, sustainability, and effectiveness at global fairs. People are really drawn to products that not only work well but also uphold ethical values.” Old School Rituals, founded by musician, entrepreneur, and social activist Smita Vallurupalli, resonates with those who appreciate the profound connection between culture and beauty. The brand is winning not just for its products but also a unique persona-based inception story. The inspiration from apsaras runs throughout their packaging and sets the tone for a multi sensorial experience.
Packaging collage for Aminu.
Indian brands aren’t just keeping pace with their international counterparts, they’re knocking it out of the park by spinning authentic tales and giving us unforgettable experiences. Take AMINU, for instance, which is offering a new way of adopting beauty into our everyday lives. Leading the charge by using top-notch global ingredients and positioning themselves as holistic, health-centric beauty options; without resorting to scare tactics. What sets AMINU apart is their focus on “beauty in balance.” They are all about creating products that are both targeted and versatile, combining natural wisdom with advanced science, and making sure they’re effective yet gentle on the skin. Their philosophy has helped them build a loyal following and gain recognition in the global beauty community. Similarly, Old School Rituals has set up an experience centre in Hyderabad, right in their factory premises—a treasure trove of heritage ornaments, kitchenware, and art, where you can soak in the nurturing essence of the brand.
Covid turned out to be a gamechanger, bringing focus on the beauty inside-out approach. Ingredients, conscious consumption and gut health are sought after. Consequently the consumer gets to enjoy a wide array of choices, competitive pricing, and innovative products tailored to their unique needs and preferences. The attention from both global and local players ensures that one’s experience as a consumer continues to improve, making the Indian beauty market an exciting place.
Big names are sitting up and taking notice, throwing their weight behind homegrown beauty brands. Over the past year alone, India has seen the entry of Selena Gomez’s Rare Beauty, Kylie Jenner’s Kylie Cosmetics, and Rihanna’s Fenty Beauty. Huda Beauty, is re-engaging with Indian influencers and consumers. Even Shiseido, which had a brief stint in India previously, made a comeback with a flagship store in Mumbai declaring its renewed commitment to the Indian market. Laneige, a leading brand under the Korean beauty giant Amore Pacific, broke its tradition of avoiding celebrity endorsements by introducing Sara Tendulkar as its brand ambassador in India.
These launches signify a strategic shift where global brands recognise the unique needs and aspirations of Indian consumers. One can safely say that India is not just a passive player but a glowing prize on the global beauty map, shaping trends and setting new standards for the world to follow.
