The news is from Delhi.
Image source, Getty ImagesThe Indian skincare market has seen a boom in the last few years. It is driven by a large, young demographic willing to spend money to look good, as well as start-ups that have stepped in to leverage this, according to experts.
I have used all of these on my skin. A popular post on r/IndianSkincareAddicts reads, "Ask me anything, I'll do it for you."
There are 18 different bottles of sunscreen featured in the photo.
There is a discussion on consistency, texture, sweat and water resistance. A decade ago sunscreens barely registered in the Indian consumer's mind despite the country's hot summers.
For decades, the skincare market in India has been dominated bylegacy brands.
The Indian economy opened it's doors to foreign players in the 1990s.
The creams and cleansers on offer had little to differentiate themselves from each other.
Recent success of beauty start-ups has disrupted the market.
The Indian skincare market is expected to grow to $7.65 billion by the end of the year and another $2 billion by the end of the century according to Statista.
The main reason for the sudden boost is the ease of accessibility of brands and products through channels like direct-to-consumer and e- commerce.
Five years ago, the products mentioned in the Bollywood actor's video wouldn't have been cheap in India.
They're a click away now.
In order to make a wide range of beauty and skincare products accessible on its website, e- commerce platform Nykaa was the first to pioneer this change.
Demand and purchase of personal care in India was lower than in other countries at the time.
Image source, Getty ImagesAlmost all of the postal codes in the country were reached by NYkaa. Honasa's Mamaearth was launched in the year 2016
Consumers started to take care of their skin at a younger age than before.
The multi-step Korean method, which went viral in 2016 and shook up the skincare scene in the West, was the reason for the change.
According to the company, the launch of Korean brands led to a 15% increase in the company's skin care sales. Even more K-beauty brands popped up on other Indian websites within months.
There was a lot of information on the internet. Should you use a cleanser made of water or oil? Is it hydrating or an exfoliant? Do you mean an essence or a Serum?
Mr Alagh says that today's young people are inquisitive and self educated.
There were a lot of videos about skin types.
"FOMO, or fear of missing out, also plays a role in consumption among the 18 to 35 age group," says Dr Manasi Shirolikar.
A host of brands popped up in India to make it easy and affordable for customers to find new products.
Products from brands such as Re'equil and the Conscious Chemist promised to address large pores.
They used natural ingredients to make their brands organic and cruelty free.
Dark spots on Indian skin are caused by inflammatory processes.
The start-ups helped reach the average consumer.
According to the CEO and co-founder of the skincare brand Minimalist, the biggest concerns they see among their Indian audience are skin issues.
Some of its most popular products are face creams.
Falguni Nayar is the CEO and founder of Nykaa. Consumers in India were hungry for it.
Comments on veteran Bollywood actor Madhuri Dixit's 2020 skincare video, which has over 20 million views, were full of praise for how she explained the steps that make a good routine.
There is a section on the site for blogs and articles on skincare, as well as a section on the site for videos on the internet.
Before buying any product, consumers want to know the entire ingredient list, certifications, tests, and more.
To help patients understand information that is constantly bombarded with online, Dr. Shirolikar had to learn terms like essence and toner.
She said that in medical training, they dealt with more diseases than with forming skin care routines.
Most of the start-ups were digital only. The company has a 28.6% share in India's beauty and personal care market.
It was worth $1 billion this year.
Image source, Getty ImagesLegacy brands are following in the footsteps of these start-ups.
Products popular in the west have made their way to India. The two companies launched a line of vitamins.
L'Oréal and Lakme use artificial intelligence to offer skin consultations on their websites.
Dr Shirolikar is a Dermatologist and he offers consultations on e-mail and phone.
Dr Sheth's and Dr Jamuna Pai's SkinLab are two products that have begun their own line.
The demand is likely to keep growing.
It's easy to think that consumers in big cities are more knowledgeable, but that's not always the case. Half of our business comes from tier two and three cities.
There is room to grow. The per capita spend on skin care in the US is $65 compared to $1 in India.
The Indian skincare industry is still in its infancy. We will soon compete with global markets with our brands and proposition.
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