In recent years, India has witnessed a significant shift in consumer behaviour, particularly within the beauty industry, as conscious consumerism gains momentum. Heightened awareness of ethical and environmental issues has led consumers to prioritise vegan cosmetics that reflect their values. This transition has propelled vegan beauty from a niche market to a mainstream phenomenon. As the third-largest consumer of vegan cosmetics globally, India’s market was valued at approximately USD 1.5 billion in 2022 and is projected to grow at a CAGR of over 7.17 per cent from 2023 to 2028, highlighting a robust commitment to sustainability and animal welfare.
The Shift Towards Conscious Choices
Natasha Tuli, Co-Founder & CEO of Soulflower, emphasises the impact of conscious consumerism on the beauty landscape: “The rise of conscious consumerism in India has significantly boosted the popularity of vegan cosmetics. Today, consumers are highly aware of what they put on their skin and hair, closely examining labels for organic, cruelty-free, ISO, and FDA certifications. This shift has led to a growing preference for vegan, cruelty-free products that are free from harsh chemicals and boast natural ingredients.” Brands like Soulflower have gained popularity by offering products tested on humans, not animals, reflecting the increasing demand for ethical alternatives.
As Harmeet Singh, Chief Brand Officer of The Body Shop for Asia South, points out, “As conscious consumerism reshapes the beauty industry, the demand for vegan and cruelty-free products in India has surged, moving from niche to mainstream. Today’s consumers are not just seeking beauty; they’re aligning with brands that reflect their values—sustainability, animal welfare, and ethical practices.” The Body Shop's commitment to 100 per cent vegan formulations, certified by The Vegan Society, showcases how brands are adapting to meet these values-driven expectations.
Consumers as Change Agents
The conscious consumer is not merely a trend; they are a transformative force in the beauty industry. Mohit Goyal, Co-founder and Director at Swiss Beauty, highlights this evolution: “Today, every rupee spent is more than a transaction; it’s a statement of values. Conscious consumers are driving a shift toward vegan, cruelty-free, and sustainable beauty, demanding transparency and accountability from brands.” This demand for authenticity extends beyond products, as consumers increasingly seek companies that genuinely embody their values.
Deepti Gujar Kulkarni, Founder and CEO of Kass, notes the pivotal role of Gen Z in this shift: “The rise of conscious consumerism is transforming India's beauty industry, and at Kass Care, we are proud to be part of this green movement. Over 70 per cent of consumers now prefer brands that prioritise sustainability, with Gen Z leading the charge. Their commitment to reducing environmental impact is driving brands to embrace sustainable practices or risk becoming irrelevant.” Kass Care’s innovation with responsibly sourced ingredients and eco-friendly packaging reflects the urgent need for brands to align with this conscientious demographic.
The Ethical Awakening
As consumers become more aware of the ethical, environmental, and health implications of their choices, brands must adapt or risk obsolescence. Viraj Kapur, Co-Founder of Salt Oral Care, emphasises the need for values-driven products: “Ethical awareness, particularly around animal welfare, is attracting consumers to vegan brands that align with their stance against animal cruelty. At the same time, a focus on sustainability draws conscious buyers toward brands prioritising eco-friendly sourcing and packaging.”
Divya Malpani, Founder and CEO of Skinvest, echoes this sentiment: “The rise of conscious consumerism is significantly boosting the popularity of vegan cosmetics in India. Key factors driving this shift include growing concerns for animal welfare, sustainability, and the desire for clean, natural products.” With a commitment to transparency, Indian beauty brands are reformulating products and obtaining vegan certifications to appeal to the rising demand for ethical choices.
Leading the Charge
The shift toward vegan cosmetics is not just a response to consumer demand; it represents a broader cultural change. Dheeraj Bansal, Co-Founder of Recode Studios, observes that “the rise in conscious consumerism is driving a major shift towards vegan cosmetics in India. The demand for sustainable, animal-friendly alternatives is no longer niche but mainstream, as people seek transparency and alignment with their values in everyday beauty routines.” This transformation signifies a new era in beauty, where ethical responsibility is paramount.
Mihir Jain, Sales and Marketing Director at Insight Cosmetics, notes, “The rise of conscious consumerism is significantly boosting the popularity of vegan cosmetics in India, as consumers prioritise ethical and environmental considerations in their purchasing decisions.” This evolution is compelling brands to adopt ethical practices and transparency as core business strategies.
Pooja Nagdev, a cosmetologist and aromatherapist and also Founder, Inatur, highlights the practical implications of this shift: “Research indicates that the vegan cosmetics market in India is poised for significant growth, reflecting a strong shift in consumer preferences toward ethical choices.” This growth is driven by an increasing desire for natural ingredients and a growing awareness of the impact of traditional cosmetics on animal welfare and the environment.
Navigating the Future
As this movement continues to gain momentum, brands are responding with innovative approaches. Jigar Ravaria, Co-Founder of Beauty Garage Professional, states, “This is an exciting time for the industry, as brands not only respond to consumer demand but also lead the charge towards positive change.” By prioritising cleaner, safer formulations, companies are enhancing their brand reputation while promoting sustainability.
Edyta Kurek, Senior Vice President of Oriflame India and Indonesia, further emphasises the importance of this trend: “Younger consumers, in particular, prioritise transparency and sustainability, opting for cruelty-free, non-toxic options that align with their values of environmental responsibility and animal welfare.” Social media amplifies this message, with influencers and celebrities endorsing vegan beauty products, effectively driving consumer engagement.
According to Rishabh Sethia, Director & Business Administrator of MARS Cosmetics, "The rise of conscious consumerism in India is significantly boosting the popularity of vegan cosmetics. As awareness of ethical issues like animal testing grows, consumers are opting for cruelty-free products that align with their values. This shift, fueled by social media influencers, drives brands to reformulate products and launch vegan lines, obtaining certifications like 'Cruelty-Free' and 'Vegan' to build trust. MARS is at the forefront, prioritising sustainable sourcing and eco-friendly packaging to meet the demand for safe beauty products."
Finally, Ritika Jayaswal, Founder and CEO of Nourish Mantra, highlights the broader implications of this transformation: “The rise of conscious consumerism in India is gradually boosting the popularity of vegan cosmetics, even though the market remains smaller compared to Western countries. This trend reflects a desire for beauty with a conscience, resonating deeply with today’s consumers.”
