What's Happening?
Indian beauty brands, collectively known as 'I-beauty', are gaining international attention by blending traditional Ayurvedic ingredients with modern skin science and climate-conscious formulations. This trend is particularly appealing to India's tech-savvy Gen Z, who prioritize sustainability and ethical concerns in their beauty choices. According to Olivia Houghton, Beauty and Health Trends Lead Analyst at The Future Laboratory, Indian consumers expect more from beauty products, demanding solutions that cater to their unique needs such as skin tone, lifestyle, and climate. Vivek Sahni, founder of Kama Ayurveda, highlights the fusion of ancient wisdom with modern efficacy as a key factor in I-beauty's evolution. The domestic beauty market in India reached
$18 billion in 2024, marking a 9.2% increase from the previous year. Additionally, India's export value of herbal cosmetics rose by 8% in 2024-25, positioning the country as the seventh-largest cosmetics exporter globally.
Why It's Important?
The rise of I-beauty signifies a shift in the global beauty industry towards more personalized and sustainable products. This trend not only caters to the growing demand for eco-friendly and effective beauty solutions but also enhances India's position in the global market. As Indian brands expand internationally, they contribute to the diversification of beauty offerings worldwide, challenging established Western beauty norms. This development could lead to increased competition and innovation in the beauty sector, benefiting consumers with more choices and potentially driving down prices. Furthermore, the emphasis on sustainability aligns with global efforts to reduce environmental impact, making I-beauty a significant player in the movement towards greener consumer products.
What's Next?
As I-beauty continues to gain traction, Indian brands are likely to pursue further international expansion, leveraging their unique blend of tradition and modern science. This could involve strategic partnerships with global retailers and increased marketing efforts to raise brand awareness outside India. Additionally, the focus on sustainability and ethical production practices may inspire other beauty brands to adopt similar approaches, potentially leading to industry-wide changes. The success of I-beauty could also encourage more investment in research and development to create innovative products that meet the evolving needs of consumers worldwide.
