India’s beauty industry is at an inflection point, transforming rapidly with a surge in premium international imports reshaping consumer habits. The country’s beauty and personal care industry, valued at US$ 21 billion in 2023, is projected to grow to US$ 34 billion by 2028.
Global beauty giants like L’Oréal, Estée Lauder, Shiseido, and Amorepacific are seizing this momentum, positioning India as their next growth frontier. Fueled by social media trends and e-commerce platforms, the market is evolving into one of the world’s fastest-growing beauty hubs.
Not too long ago, most of us grew up peeking into our mothers’ vanities and finding a familiar lineup of local creams, a talc with a floral puff, a kajal pencil that seemed to last forever. Our mothers and grandmothers relied on a few familiar staples, and that was enough. Beauty was simple, predictable, and almost entirely local. Today, the shelves look very different. We’re buying the same eyeshadow palettes our favourite influencers use, a gloss bomb from Sephora to keep lips plump, and even snail mucin which was once a distant dream to achieve that glass skin. The walls between “their beauty world” and “ours” have all but disappeared, with teenagers in India just as invested in multi-step routines as their K-pop idols and pop icons.
This shift is more than a change in brands—it reflects how aspirations have evolved with rising incomes, international exposure, and a young, confident consumer base. India’s beauty and personal care industry, valued at US$ 21 billion in 2023, is projected to grow to US$ 34 billion by 2028, making it one of the fastest-growing beauty markets worldwide.
Global beauty giants like L’Oréal, Estée Lauder, Shiseido, and Amorepacific are capitalizing on this momentum, positioning India as their next growth frontier. For these companies, India is one of the last major untapped consumer markets, offering fresh opportunities at a time when demand in developed economies is plateauing.
Global trends shaping Indian beauty
That blurring of boundaries has been fueled by global currents, particularly from East Asia and the US. Korean skincare has moved from niche to mainstream, with sheet masks, essences, and serums now common in Indian routines. China and the US too have become important sources of premium imports, adding to the mix of international influences shaping the market.
Social media has done the heavy lifting in this transformation. A lipstick shade can leap from a K-drama close-up to Indian shopping carts in a matter of days, while Instagram reels, YouTube reviews, and TikTok hacks turn new products into household names almost overnight. E-commerce has taken care of the rest — platforms like Nykaa, Amazon, and have broken the metro monopoly, making premium beauty just as accessible in smaller cities as it is in Delhi or Mumbai.
The rising appetite for premium beauty
The rising appetite for premium beauty is reflected in import trends. Imports of cosmetics and skincare rose from US$ 80.9 million in FY20 to US$ 171.9 million in FY25, according to the Ministry of Commerce and Industry. Korean skincare products alone have been expanding at an annual growth rate of 63%, with import volumes quadrupling since 2020.
Breaking down imports by category:
- Lip makeup preparations led with US$ 61.2 million, with China, Belgium, the US, South Korea, and the UAE as key suppliers.
- Face creams surged nearly sevenfold to US$ 53.6 million in FY25, from US$ 7.7 million in FY20, with China and South Korea as top sources.
- Eye makeup imports reached US$ 34.5 million, while perfume imports rose 64.2% to US$ 171.1 million in FY25.
Within this broader growth, the luxury beauty segment—currently only 4% of the market holds the greatest promise. From US$ 800 million in 2023, it is projected to grow fivefold to US$ 4 billion by 2035. Industry analysts describe India as “the last bastion of growth for premium beauty,” underscoring its strategic importance for global players.
India’s beauty products exports and imports value (2020-2024)
Source: tradeimex.in, Figures in US$ Billion *
From imports to local manufacturing
As demand accelerates, many international brands are localizing production to reduce costs, improve supply chain resilience, and cater more effectively to Indian consumers.
- L’Oréal India now manufactures over 95% of its sold products domestically.
- CeraVe, a popular skincare brand, began local production in 2025 while simultaneously starting exports to 11 countries.
- Other brands are exploring hybrid models—importing high-value luxury products while producing mid-range items locally.
This shift not only supports the government’s Make in India initiative but also signals the country’s growing role as a manufacturing hub for global cosmetics.
Customization for Indian consumers
International players are learning quickly that winning in India isn’t about copy-pasting global playbooks — it’s about listening to local beauty habits and weaving them into their own strategies.
Product innovation: Kohl has been part of Indian makeup for generations, so when global brands launch sleek, kohl-based eyeliners, they aren’t just adding another product — they’re acknowledging a ritual that’s deeply familiar. The same goes for herbal-infused creams or glow-enhancing formulas that work in India’s heat and humidity. These touches make an international brand feel less distant, more like something that belongs on an Indian dressing table.
Cultural collaborations: The Estée Lauder x Sabyasachi partnership is a perfect example. It was about blending global luxury with Indian craftsmanship, something consumers could connect with emotionally. Their investment in Forest Essentials goes even deeper — tying a global beauty powerhouse to Ayurveda-inspired luxury that already had strong cultural roots. Moves like these show respect for Indian tradition, rather than trying to overwrite it.
Data-driven expansion: Then there’s the way brands are now looking beyond Delhi and Mumbai. Digital analytics help them spot beauty conversations bubbling up in places like Siliguri or Lucknow, where a new wave of premium buyers is emerging. By understanding what people in these cities are searching, watching, or adding to wishlists, brands can tailor launches that feel relevant rather than imposed.
Retail partnerships: And of course, Nykaa has become the go-to gateway. For global names like NARS, it’s not just about shelf space — Nykaa offers instant visibility online and credibility offline, through exclusive stores where consumers can touch, try, and experience products. For Indian shoppers, it means that what they once only saw in a magazine or influencer video is suddenly right there in front of them.
Unlocking India’s export potential
While India is rapidly becoming a magnet for beauty imports, its potential as a cosmetic exporter remains underexploited. The country already possesses the key ingredients: a vast raw material base, heritage knowledge in Ayurveda, and a growing ecosystem of innovative startups. With the right push, India could emerge as a global supplier of natural, herbal, and sustainable beauty products.
Key steps to strengthen exports include:
- Leverage Ayurveda & Natural Products – With the Ayurvedic products market valued at US$ 9.9 billion in 2024 and expected to reach US$ 41.1 billion by 2033, India can position itself as the global leader in clean, herbal, and holistic beauty. Brands like Biotique, Khadi Natural, Forest Essentials, and Mamaearth are already exporting successfully.
- Enhance Standards & Certifications – Compliance with FDA, EU, and GCC norms will ensure credibility in premium markets.
- Invest in R&D Hubs – Collaborations between government and private players can build clusters focused on dermatology-driven skincare, climate-specific products, and advanced formulations.
- Expand Market Access – Trade agreements with the EU, GCC, and ASEAN can provide access to high-value markets.
- Global Branding – Indian firms must invest in brand storytelling, influencer marketing, and aspirational positioning to compete with established multinational brands.
India: A strategic beauty frontier
For international brands, India is fast becoming more than just another growth market — it’s the hub where strategies for the future are being tested and scaled. The country’s unique mix of a massive young population, rising incomes, and digital-first shopping behavior makes it an ideal laboratory for innovation. Whether it’s experimenting with new retail formats, testing hybrid product lines, or piloting influencer-driven campaigns, India offers global players a market that is dynamic, demanding, and deeply aspirational.
But the story doesn’t end with global giants embedding themselves here. The real next chapter lies in how India itself steps onto the world stage. With Ayurveda, herbal formulations, and clean beauty gaining traction worldwide, Indian brands have an opportunity to transform from niche players into global trendsetters. If local innovators can combine heritage with cutting-edge R&D, wrap it in powerful brand storytelling, and build international credibility through certifications and partnerships, India could shift from being a consumer of global beauty to a country that exports not just products, but ideas and philosophies of beauty.
Put simply, India’s beauty future is about defining not just what we buy here, but what the world buys everywhere.
FAQs About beauty brands and India’s market
1. Why are global beauty brands entering India?
Companies like L’Oréal, Estée Lauder, and Shiseido are targeting India due to its growing disposable incomes, young digital-savvy consumers, and fast-growing market — especially in premium and luxury beauty segments.
2. How big is India’s beauty & personal care market?
The industry was valued at US$ 21 billion in 2023 and is projected to reach US$ 34 billion by 2028, making it one of the fastest-growing beauty markets globally.
3. What are the fastest-growing beauty categories in India?
Skincare, especially premium skincare, is leading the growth surge. The premium segment (currently just 4% of the industry) is expected to expand fivefold to US$ 4 billion by 2035. Reuters
4. How are international beauty brands adapting to Indian preferences?
Brands are localizing – launching products like kohl-based eyeliners, herbal formulations, and glow-enhancing cosmetics tailored to India’s climate and rituals. They’re also investing in cultural collaborations (e.g., Estée Lauder with Sabyasachi) to build authentic connections.
5. How is India strengthening its beauty exports?
India is poised to move beyond imports. With Ayurveda, natural ingredients, and a growing R&D ecosystem, the country can emerge as a global exporter of clean, heritage-driven beauty products — with brands like Forest Essentials and Mamaearth already paving the way.
