As the monsoon season approaches, Indian D2C beauty brands are rolling out their strategies to captivate consumers with specialised products designed to withstand the humid and rainy weather. The Beauty & Personal Care market in India is projected to generate a revenue of USD 31.51 billion in 2024. The Indian waterproof makeup market is expected to grow at a CAGR of 6.4 per cent between 2024 to 2034.
These Indian brands are not only focusing on creating high-quality, waterproof makeup but are also gearing up to compete with international giants in terms of price, range, and innovation. Here are some insights on how some of the top players in the Indian beauty market are preparing to shine this monsoon.
Innovation To Capture Consumers
Mohit Goyal, Co-Founder at Swiss Beauty, highlights the significance of monsoon-specific products in their portfolio. "Monsoon means increased demand for waterproof yet lightweight products. We have waterproof products across our categories, including foundations, lipsticks, eyeliners, and more. Over 10 per cent of products from our portfolio cater to monsoon-specific needs."
The brand’s innovative approach helps them stand out in a crowded market. "Our long-lasting, comfortable products are perfect for the Indian climate, especially during the monsoon. Our range includes waterproof and non-transfer lipsticks, airbrush foundations, and specialised eyeliners, ensuring that consumers receive high-performing and innovative products suited for various weather conditions and occasions," Goyal adds.
Tailoring Products For Indian Preferences
Aashka Goradia Goble, Co-founder & Director of RENÉE Cosmetics, discusses the growth of the waterproof makeup market in India. "The waterproof makeup market in India is witnessing steady growth and is expected to expand significantly from 2024 to 2030. Our key items such as waterproof mascaras, eyeliners, foundations, lipsticks, and eyebrow products are formulated to endure water-based activities and diverse weather conditions prevalent across India."
The brand, says Goble, focuses on delivering high-quality products at competitive prices. "Our competitive pricing, diverse product range tailored to various needs and occasions, and formulations with rich pigmentation and lasting power set us apart. We strive to meet the expectations of our consumers with products that deliver a good, remarkable performance," says Goble.
Offering Value for Money
Rishabh Sethia, Director & Business Administrator at MARS Cosmetics, emphasises the market potential for waterproof makeup. "The waterproof makeup market in India is a significant segment within the cosmetics industry, expected to experience substantial growth with an impressive CAGR from 2024 to 2031."
The brand states that it has products specifically designed for Indian skin tones and climates. "We prioritise a wide range of shades specifically designed for Indian skin tones. Our makeup products are ideated, designed, and marketed with the specific needs of the Indian beauty market in mind," notes Sethia.
Catering To Consumer Preferences
Samir K. Modi, Founder and Managing Director, Colorbar Cosmetics, “We foresee substantial market growth in the next five years due to increasing consumer demand for long-lasting cosmetics. As of 2024, this trend reflects the evolving preferences of Indian consumers, opening significant market opportunities. With 70 per cent of our portfolio being water-resistant and waterproof, Colorbar continually innovates to meet environmental conditions and consumer needs.”
Modi adds, “Our customer-centric strategy focuses on expanding our portfolio with hybrid products that blend efficacy with advanced technology. By thoughtfully curating our offerings with a touch of magic, we address modern consumer preferences and maintain our competitive edge in the beauty industry.”
Emphasising On Durability
Dheeraj Bansal, Co-Founder of Recode Studios, highlights the importance of reliable and durable makeup solutions during the monsoon. "Monsoon-specific products play a significant role in our product portfolio. Our focus on creating reliable and durable makeup solutions for this season has helped us capture a substantial share of the market."
"We always focus on creating products that are made according to unique climatic and cultural conditions in India. Our commitment to using high-quality, safe, and skin-friendly ingredients guarantees that our products not only perform well but also maintain the health of our customers' skin," explains Bansal.
Safety And Affordability
Mihir Jain, Sales & Marketing Director of Insight Cosmetics, mentions the growing demand for long-lasting and smudge-proof beauty products. "We've observed a significant increase in demand for waterproof and long-lasting products not only during the monsoon season but throughout the year."
The brand focuses on offering high-quality, affordable, and safe products. "As India’s safest toxic-free makeup brand, we stand out by offering products that are toxic-free, dermatologist tested, and vegan. Our mission is to bridge the gap by providing innovative, qualitative, and safe products at an accessible price point," says Jain.
Ecommerce Aiding To Enhancing Shopping Experience
Zeba Khan, Director - Beauty, Personal Care & Luxury Beauty at Amazon India, underscores the importance of providing a seamless online shopping experience. "At Amazon Beauty, we are committed to offering an enhanced online beauty shopping experience to our customers by providing them with a curated selection of top homegrown and international brands, fast delivery, easy returns, and personalised recommendations."
The ecommerce marketplace’s investment in technologies ensures customers find the perfect products for their needs, whether it is water proof or sweat proof to target every season. "Our latest innovation is the SkinCare Advisor – an innovative tool providing tailored skincare solutions based on individual skin concerns and preferences," Khan shares.
With a stable growth in customer engagement and brand partnerships, Amazon Beauty is well-positioned to cater to the increasing demand for beauty products among Indian consumers, especially from tier two and beyond cities.
As Indian beauty brands gear up for the monsoon season, their focus on innovation, quality, and affordability is set to capture the consumer's eye. By understanding and addressing the unique needs of Indian consumers, these brands are poised to compete effectively with international giants, ensuring a vibrant and dynamic beauty market.
