How India Fell in Love With Homegrown Beauty Brands (And Why It Makes Total Sense)

There’s been a subtle but undeniable shift in the beauty landscape over the past few years. Look around in any pharmacy or swipe through Instagram, and you'll spot a pattern: Indian beauty brands are rising, and people are genuinely thrilled about them. It's not the obligatory "support local" mantra, but rather an enthusiastic "this really works for me" vibe.

ET BrandEquity has shed light on how local beauty brands have made significant inroads in a market long ruled by hefty international names. And honestly? This shift was bound to happen.

The Old Story: International = Better

For a long time, there was this belief in Indian beauty circles that international products were somehow inherently superior or more advanced. Lakme was one Indian brand that stood its ground with genuine credibility. Yet, the ads we grew up with often showcased skin tones and hair textures not typical of how we actually looked.

Many of these international products were crafted for climates, hair textures, and skin undertones distinct from what we have in India. But we bought them anyway, thinking the fault lay with us, not the products.

What Actually Changed

Several factors converged to bring about a genuine turning point.

The internet amplified Indian voices

Suddenly, reviews from someone in Coimbatore or Lucknow could be heard and seen by thousands. This dialogue revealed that certain imported moisturizers felt heavy in Mumbai’s humidity and some shampoos designed for "fine hair" were unsuitable for the thick, coarse hair typical in India. The myth that imported automatically means best began to crumble.

Entrepreneurs with personal insights

Indian entrepreneurs, many of them women, began addressing market gaps based on personal experiences. They weren’t speculating about consumer needs since they were the consumers. They focused on ingredients like neem, turmeric, amla, and kumkumadi, not because they were trendy, but because they were tried and tested for generations in Indian households.

Affordable with quality intact

Consider this on pricing: high-end international skincare products often range between two to five thousand rupees, a range beyond the reach of many. Indian brands have successfully positioned quality formulations in the four hundred to eight hundred rupee bracket. It's smart pricing, not a compromise.

Strengths of Indian Brands

Let's get specific.

• Climate-appropriate formulas: Indian summers are intense and monsoons very humid. A moisturizer that fits beautifully in Europe might feel heavy in Chennai during June. Indian brands grasp this instinctively.

• Relevant shade ranges: Foundation and concealer shades from some global brands often overlook medium-to-deep Indian tones. Conversely, Indian brands center their ranges on Indian skin, not as an afterthought.

• Understanding of hair textures: Indian hair tends to be thicker, coarser, and frizzier. Brands like TRESemme and Matrix have evolved, but new Indian brands are built with these textures in mind from inception.

• Transparent ingredients: The younger Indian demographic is scrutinizing labels. They want ingredient clarity. Indian brands, especially in skincare, meet this demand by explaining what their ingredients do.

On "Clean Beauty" in India

"Clean beauty" is a buzz phrase making rounds, but tread carefully. It’s not a regulated term in India, so it varies in meaning. While some brands diligently avoid irritants, others merely use the term without substance. That’s why reading the ingredients list is crucial to understanding a brand's actual commitment, irrespective of its origin.

Not Every Local Brand Is a Winner

Let's be truthful. The surge in Indian beauty brands also means an influx of products that fall short. Chic packaging and social media buzz sometimes eclipse the actual product effectiveness.

Buy Indian brands based on earned trust through honest formulations and genuine results. Investigate reviews from users with similar skin concerns. Verify ingredient lists. Discern between grandiose promises and realistic claims.

Looking Ahead

The ascendance of Indian brands signals a deeper consumer confidence that challenges the "foreign is better" narrative. Global brands in India are taking note, with some adapting well to local needs. The competitive pressure from local brands only benefits consumers, raising expectations for all.

If you haven’t explored Indian brands that have emerged in recent years, consider giving them a try. This isn’t about loyalty, but curiosity. You may discover products that suit your skin, hair, and climate better than those you’ve used before.

And that’s exactly what beauty products should achieve.