Body care rises in India's beauty market

• Indian consumers shift focus to full-body skincare products
• Segment sees growth of up to 70 per cent year-on-year
• D2C brands launch specialised ingredient-led body treatments

For decades, Indian skincare was a story told from the neck up. But a quiet revolution is underway as consumers expand their focus to the other 95% of their skin, signalling a major shift in the country's fast-growing beauty market.

A Market Awakens to Full-Body Wellness

The Indian beauty and personal care market, one of the fastest-growing in the world, has long been dominated by products for the face. However, a significant trend known as the 'skinification' of body care is taking hold. This shift involves applying the same principles of ingredient-focused, science-backed care typically reserved for facial products to the entire body. Consumers are no longer satisfied with basic lotions and soaps; they are seeking out body serums, exfoliants, masks, and treatments with active ingredients like hyaluronic acid, ceramides, and niacinamide to address concerns from head to toe. This growing interest is turning body care into one of the most dynamic segments, with some reports showing growth rates of up to 70% year-over-year.

The 'Skin-tellectual' Consumer Effect

Driving this change is a new generation of informed consumers, often called 'skin-tellectuals'. Fuelled by social media and an abundance of online content, today's buyers are more educated about ingredients and formulations than ever before. They understand that concerns like dryness, pigmentation, and acne are not limited to the face. This has created a demand for targeted solutions for issues like 'strawberry legs', back acne ('bacne'), and keratosis pilaris. Consumers are actively researching ingredients, reading reviews, and looking for products that offer proven results, pushing brands to innovate beyond basic moisturization.

D2C Brands Are Answering the Call

While legacy brands are adapting, it is the agile Direct-to-Consumer (D2C) brands that are truly catalysing this movement. Startups have been quick to identify and fill the gaps in the market, launching specialized product lines dedicated to body care. These brands often build strong communities online, using educational content to explain the benefits of their ingredient-led products. By speaking directly to consumer needs and embracing a digital-first strategy, D2C companies have disrupted the traditional market and forced the entire industry to pay closer attention to the burgeoning body care category.

More Than a Trend, It's a Lifestyle Shift

The rise of body care is more than just a market trend; it reflects a broader shift towards wellness and self-care. The pandemic, in particular, accelerated the idea of at-home rituals, encouraging people to view their personal care routines as a form of self-preservation and relaxation. This holistic approach sees skincare as intrinsically linked to overall well-being. As a result, routines are becoming more thoughtful and personalized, adapting to India's diverse climates and addressing specific skin needs that change with the seasons. The modern Indian consumer is investing not just in looking good, but in feeling good, and that starts with caring for all of their skin.