Indian makeup brands are poised to capture the market this festive season with increased enthusiasm and strategic marketing initiatives. The Compound Annual Growth Rate (CAGR) of native Indian makeup brands has been strong, driven by rising consumer awareness, higher disposable income, and the growing demand for local, high-quality products tailored to Indian skin tones and preferences.
The Indian beauty and personal care market is expected to grow at a CAGR of around 6-8 per cent from 2021 to 2025, with Indian makeup brands gaining significant traction due to their focus on affordability, cultural relevance, and innovation.
Several factors have contributed to this rise, including the demand for vegan, cruelty-free, and natural beauty products, the shift toward e-commerce platforms, and the growing interest in long-lasting, festive-specific makeup. As brands gear up for the festive rush, let's look at the industry insights from leading players in the market.
Empowering Inner Magic
Samir Krishan Modi, Founder and Managing Director of Colorbar Cosmetics, highlights the significance of self-expression during the festive season. "As we approach the festive season, we are witnessing a significant surge in consumer demand, driven by a desire for self-expression and personalisation," says Modi. "At Colorbar, we believe this time of the year is about more than just festivities—it’s about self-expression and empowering people to embrace their inner magic. In today’s beauty landscape, consumers are no longer looking for one-size-fits-all solutions; they seek products that align with their personal style and preferences."
Modi emphasises that Colorbar’s mission is to make world-class quality products accessible to all, blending science and beauty to offer vegan and high-quality cosmetics. "This season, we're making luxury beauty experiences more accessible than ever with our thoughtfully curated collections. We invite everyone to celebrate their inner magic with Colorbar, empowering each customer to feel inspired and ready to embrace the festivities in their own distinctive style."
A Blend of Festive Spirit and Cultural Relevance
Aashka Goradia Goble, Co-Founder of RENEE Cosmetics, speaks of the importance of cultural relevance during the festive period. "Indian makeup brands are gearing up for the festive season with an acute awareness of the cultural significance of festivals in our diverse country," she says. "Our strategy focuses on connecting with consumers through products tailored specifically to Indian preferences and needs."
Goble stresses the importance of balancing price and quality. "As a proud Indian brand, we ensure our products are made in India and made for Indians, using the finest ingredients. This festive season, we want to provide makeup that enhances the beauty of each celebration while ensuring that our offerings remain accessible and valuable to our customers."
Creating Festive Excitement
Rishabh Sethia, Director and Business Administrator at MARS Cosmetics, sheds light on how the brand is preparing for the festive season. "Brands are launching innovative marketing campaigns, special sales, and exclusive gifting hampers to create excitement and drive engagement during this vibrant time." He adds, "Our messaging is tailored to resonate with local culture, values, and preferences. We focus on high-quality products and competitive pricing to build a strong connection with consumers."
On the balance between price and quality, Sethia says, "This festive season, our brand is dedicated to delivering the best by maintaining high product quality, introducing special promotions, and offering value bundles. We aim to create an appealing and rewarding shopping experience."
Bridging Luxury and Affordability
Drishti Madnani, Co-Founder and Beauty Expert at Shryoan Cosmetics, discusses how Indian brands are capitalising on the festive season. "Brands are ramping up their efforts with specialised campaigns, festive-themed packaging, and exclusive deals. Influencer marketing is also peaking during this period, providing a direct way to connect with consumers."
Madnani explains that Shryoan focuses on bridging the gap between luxury and affordability. "Our cosmetics not only perform exceptionally well but also resonate with the cultural significance of these events. We are committed to creating a meaningful relationship with our consumers by offering high-quality cosmetics that reflect the spirit of Indian festivities."
High-Performance Makeup for Festive Celebrations
Mihir Jain, Sales and Marketing Director at Insight Cosmetics, highlights the importance of innovation and affordability. "The festive season in India is more than a celebration; it’s an emotion that sparks an undying love for glamorous, bold makeup looks. We focus on high-shine products, luxurious packaging, and pocket-friendly perfumes to match the festive mood."
Jain notes that Insight Cosmetics strives to maintain international quality standards while keeping prices affordable. "We offer toxin-free, dermatologically tested products with global certifications. Our commitment is to combine innovation with affordability, ensuring consumers get the best possible experience during the festive season."
Merging Skincare with Makeup
Seerat Virdi, Brand Communications Manager at Chosen by Dermatology, emphasises the growing importance of multifunctional products during the festive season. "Indian brands, like Chosen, are focusing on developing products that offer both beauty and skincare benefits. Our tinted sunscreens provide flawless coverage while protecting the skin from sun damage, perfectly suited for Indian skin tones."
Virdi points out the brand's strategy of combining practicality with skincare. "By positioning Safescreen Tintense as a product that delivers both beauty and protection, we’re appealing to Indian consumers who value long-term skin benefits. Our commitment to quality and value ensures our customers receive the best possible festive experience."
With the festive season in full swing, Indian makeup brands are all set to capture the market through innovative campaigns, affordable luxury, and products tailored specifically to Indian preferences. As these brands blend tradition with modernity, the beauty landscape in India is set to shine brighter than ever. By focusing on quality, cultural relevance, and affordability, these brands are making their mark on the global stage while catering to the unique needs of Indian consumers.
