From CTM to AM/PM Rituals
The long-standing Cleanser-Toner-Moisturiser (CTM) mantra has been the bedrock of Indian skincare for generations. It was a straightforward, reliable approach to basic skin maintenance. Today, that simplicity is giving way to more elaborate and intentional
rituals. Consumers are now adopting distinct morning (AM) and evening (PM) routines, featuring an array of new product types. Essences, serums, ampoules, and sleeping masks are no longer niche terms but staples in many households. This evolution is heavily influenced by global trends, particularly the multi-step regimens popularised by K-beauty, which emphasises layering products to achieve long-term skin health. This approach encourages a more personalised and targeted way of addressing skin concerns, transforming a simple routine into a thoughtful daily ritual.
The Rise of the 'Skintellectual'
A new type of consumer is driving this change: the 'skintellectual'. Armed with information from social media and beauty influencers, today's buyers are more educated about skincare than ever before. They are no longer just buying a brand; they are buying ingredients. Actives like niacinamide, hyaluronic acid, retinol, vitamin C, and ceramides are now common parlance. This ingredient-led purchasing behaviour means consumers are actively researching formulations and seeking products that offer efficacy-based, proven results for specific concerns like pigmentation, acne, and barrier repair. This shift is forcing brands to be more transparent and to focus on the science behind their products, as consumers can now discern a well-formulated product from one that is merely well-marketed.
Global Trends, Indian Needs
While the influence of Korean beauty is undeniable—with its focus on hydration, barrier protection, and innovative textures—Indian consumers are not simply copy-pasting global routines. They are adapting them. The 10-step Korean routine, for instance, is often streamlined into a more manageable 'skinimalist' approach with fewer, targeted products better suited to India's hot and humid climates. Furthermore, there is a growing trend of blending international scientific ingredients with traditional Indian ones. A product might feature a lab-proven active like hyaluronic acid alongside a time-tested Ayurvedic herb like ashwagandha, offering a hybrid approach that resonates with both modern and traditional sensibilities. This fusion creates a unique 'I-Beauty' identity that is globally aware yet distinctly Indian.
A New Wave of Local Brands
This sophisticated demand is being met by a surge of homegrown, digital-first brands. Companies like Minimalist, The Derma Co., and Deconstruct have built their identity around ingredient transparency, efficacy, and accessible price points. By operating primarily online, these Direct-to-Consumer (D2C) brands can bypass traditional retail channels, engage directly with their audience, and quickly adapt to emerging trends. They speak the language of the new 'skintellectual' consumer, offering education and building communities around their products. This has democratised access to advanced skincare, making potent formulations that were once a premium luxury available to a much wider audience, including those in non-metro cities.
More Than Just Skin Deep
The expansion of beauty routines is also part of a broader cultural shift towards wellness and self-care. For many, the multi-step skincare process is more than just a cosmetic endeavour; it is a mindful practice. It's a few minutes of quiet time at the beginning and end of the day dedicated to oneself—a small act of control and relaxation in a fast-paced world. This perspective frames skincare not as a chore, but as a form of self-respect and a commitment to long-term health. The goal has shifted from seeking a temporary 'quick fix' to cultivating healthy, resilient skin that functions at its best.
