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/ 4 MIN READ
In the world of fashion retail, it becomes evident that each choice contributes to a larger narrative. From the hands-on experience of a brick-and-mortar store to the swift clicks in the digital marketplace, it boils down to the nuances that shape the preferences of modern shoppers and how they impact the industry in turn.
Offline vs Online
Offline shopping is an immersive experience, where the customer thoroughly tests and tries the product within the store often accompanied by friends or family. Typically, this experience translates into higher costs as offline retail involves the use of physical stores which means overheads such as rent associated with them. However, some consumers prefer retail therapy where the act of trying, testing, and purchasing in a store or a mall proves to be a great stress buster or an act of leisure.
On the flip side, the ease of infinite scrolls and doorstep deliveries–the online world beckons a different charm. It's a place where 'try, test, and keep or return/exchange' allows consumers to feel safe and the search bar is a ticket to the sea of options. But amid the speed and efficiency, customers shopping online primarily have complaints about being unhappy with what they eventually get delivered, in terms of fit, texture, color, and so on.
Sustainability
Sustainability is a major factor in influencing consumer decision-making as well, what was initially abundant in Western markets has now slowly percolated into the Indian market, especially in Tier 1 cities. Younger customers increasingly want to make conscious choices towards their purchases– be it climate-conscious materials or to support a social cause they feel connected to. We often see this demographic of customers who associate higher value with choices that give them a “feel good” vibe after their purchase.
Other Factors
Age
Age becomes a defining note as well. Gen Z’s customers prefer trends and unique fits to often overlook material quality. Millennials (usually with a higher spending power), opt for comfort and quality, while the Gen X remain loyal to the classics, finding comfort in the familiar aisles of offline stores.
Location
In Tier I and Tier II cities, premium products are in the spotlight and shopping is a year-round affair where price point doesn't inspire resistance. Meanwhile, in Tier III and Tier IV cities, value trumps all and the majority of purchases entail sale campaigns launched in the festive seasons like Dussehra, Diwali, and Christmas.
The fashion industry is fairly dynamic with the two sides both equally influencing the way people behave in the market. We understand that each click, scroll, and store reveals something new about consumers. I also like to believe that more than the garments; it's the narratives responsible for every purchase. The choices of online and offline purchases mirror the diverse tastes of our customers and their environment which is important to make note of while being in the competitive industry.
Authored By
Vedant Bang, Director of Thomas Scott India
Redseer's first edition of the Brand Index finds that quick commerce has become one of the defining channels for Beauty & Personal Care in India. Annualised beauty & personal care sales across Blinkit, Zepto and Swiggy Instamart are now approaching USD 1 billion, growing at approximately 90% year on year while reaching more than 30 million shoppers every month.
The Index evaluates more than 1,500 Beauty & Personal Care brands across India's three largest quick commerce platforms. It captures category rankings, brand performance, price-point mix and SKU leadership to understand what is driving leadership on a channel where buying decisions are made in minutes rather than days.
Quick commerce today accounts for around 5% of India's Beauty & Personal Care market, a share Redseer expects to reach 10-12% by 2031. That projection is significant not simply because the channel is expanding, but because it is beginning to influence how companies allocate capital, shape product pipelines and prioritise distribution. For digital-first brands, quick commerce has become a natural extension of online demand. For established companies, it has become an important channel for nano-innovation, adjacent category expansion and premiumization.
Commenting on the findings, Kushal Bhatnagar, Partner, Redseer Strategy Consultants, said: "Consumer preferences on quick commerce cannot be understood through the lens of traditional retail or even broader ecommerce. The Brand Index has been built to provide an objective view of where brands are winning, why they are winning and how those patterns are changing as the market matures. That understanding is becoming increasingly valuable as investment, innovation and competition gather pace."
The premium opportunity is already evident in the numbers. Masstige and premium products account for 59% of Beauty & Personal Care spending on quick commerce, compared with 37% across the overall market. Consumers are demonstrating a willingness to buy higher-value products through ten-minute delivery, broadening the role of quick commerce from a replenishment channel to one that also supports premium consumption.
Legacy brands are at 1.7x scale of digitally native brands on quick-commerce, unlike traditional e-commerce where they’ve identical scale. This is because quick-commerce favours established propositions in beauty & personal care. Digitally-native brands (DNBs) must earn trust before QC will convert it. The reports highlights case studies of how DNBs have emerged winners in specific categories by earning trust on other channels (D2C, e-commerce marketplaces, social media, offline).
Quick commerce rewards different approaches depending on where you start. Digitally-native brands (DNB)must earn trust before QC will convert it. Legacy brands already have decades of trust – their advantage is won or lost on execution and innovation speed.
Nikhil Dalal, Associate Partner, Redseer Strategy Consultants, said "The market remains highly competitive, but is open to new brands. The top 10 brands account for 25% of Beauty & Personal Care GMV, while the next 65 brands contribute another 50%. Challengers have the ability to scale on quick-commerce by building stronger brand equity & trust through digital / offline channels.”
Key findings:
- India's top three quick commerce platforms account for an annualised Beauty & Personal Care market approaching $1 billion.
- The category is growing at approximately 90% year on year, reaching more than 30 million shoppers every month.
- Quick commerce currently contributes around 5% of India's Beauty & Personal Care market and is projected to account for 10-12% by 2031.
- Masstige and premium products account for 59% of Beauty & Personal Care spending on quick commerce, compared with 37% across the overall market.
- Legacy brands contribute almost 2/3rd of the spends on quick-commerce – 1.2x of their contribution on traditional e-commerce (excluding quick-commerce). Digitally native brands contribute the balance.
- The top ten brands account for 25% of category GMV, while the next sixty-five brands contribute another 50%.
India's consumers are embracing ingredient-led skincare, peptide-powered formulations. It is emerging as one of the fastest-growing segments in the beauty market. Celebrity endorsements or attractive packaging are no longer the sole driver of skincare product purchase anymore.
Today's consumers are increasingly researching ingredients, understanding formulations, and investing in products backed by science. Among the ingredients gaining significant traction are peptides—short chains of amino acids that help improve skin elasticity, support collagen production, and address concerns such as fine lines, wrinkles, and loss of firmness.
This shift reflects a broader transformation in India's beauty landscape, where efficacy is becoming just as important as aesthetics. According to industry experts, the growing influence of dermatologists, social media skincare educators, and ingredient-conscious consumers has accelerated demand for science-backed skincare.
Here are five brands leading India's peptide skincare movement.
1. Minimalist
Minimalist introduced peptide-based formulations to fight signs of ageing. Its multi-peptide serums are positioned as solutions for improving skin firmness, reducing wrinkles, and strengthening the skin barrier. By combining scientific formulations with accessible pricing, Minimalist has helped make advanced skincare ingredients more mainstream.
Unique selling point: This brand stands out because it maintains ingredient transparency, science-led formulations, affordable premium positioning.
Revenue: Following its acquisition by Hindustan Unilever Limited (HUL), the brand crossed the Rs 500 crore revenue milestone in FY25, reporting Rs 514.8 crore in operating revenue, a 48 percent increase over FY24.
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2. The Derma Co.
Owned by Honasa Consumer, The Derma Co. has emerged as one of India's leading dermatologist-inspired skincare brands. While Honasa reports consolidated financials, standalone revenue for The Derma Co. is not publicly disclosed.
The brand focuses on clinically tested formulations that combine peptides with ingredients such as ceramides, hyaluronic acid, and retinol to address anti-ageing and skin barrier concerns.
Some of the popular products of Derma Co. are-- Peptide Complex Serum, Ceramide + Peptide Moisturizers, 1% Hyaluronic Sunscreen Aqua Gel, 2% Kojic Acid Serum, 2% Salicylic Acid Face Serum,
3. Foxtale
Foxtale is a Mumbai-based skincare startup. It has rapidly become one of India's fastest-growing beauty brands. The brand focuses on simplified skincare routines tailored to Indian skin and has built a loyal customer base through digital-first marketing.
Popular products of the brand are-- Daily Moisturizer, Super Glow Moisturizer, Vitamin C Serum, Hydrating Cleanser
Overnight Glow Mask.
Revenue: In FY25, the company reported Rs 199 crore in revenue, up from Rs 83 crore in FY24, reflecting strong demand for its skincare portfolio.
4. d'you
d'you is a premium skincare brand that has carved a niche by offering fewer, multifunctional products supported by scientific research. Its formulations focus on strengthening the skin barrier while incorporating advanced ingredients such as peptides and ceramides.
Popular products: Some of the popular products of this brand are -- In My Defence Barrier Building Moisturizer, Hustle Serum
Revenue: Although the company has not publicly disclosed its revenue, it has gained recognition among consumers seeking luxury, high-performance skincare.
5. Deconstruct
Founded by Malini Adapureddy, Deconstruct has emerged as one of India's fastest-growing ingredient-first skincare brands. The company reported ₹130 crore in FY25 revenue and achieved EBITDA profitability while expanding rapidly across marketplaces and quick commerce platforms.
The brand has built its reputation around beginner-friendly active ingredients and transparent formulations.
Popular products: Some of the popular products of Deconstruct are-- Gel Sunscreen, Brightening Serum (Vitamin C), Clearing Serum, Barrier Repair Moisturizer, Peptide-based moisturizers.
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Conclusion
Peptide skincare is becoming a mainstream skincare trend in India. Brands such as Minimalist, The Derma Co., Foxtale, d'you, and Deconstruct are leveraging ingredient-led innovation, consumer education, and omnichannel distribution to meet the growing demand for science-backed beauty solutions. As Indian consumers increasingly prioritize efficacy over marketing claims, peptide-infused products are expected to become a key growth driver within the premium skincare segment.
The ever evolving beauty market of India is growing day-by-day. With omnichannel approach adopted by beauty brands, and rise in disposable income of consumers in the country, the beauty and personal care industry has gained rapid momentum. E-commerce plays crucial role in this as the emergence of digitalisation has brought in awareness of brands among buyers, and it gave a great reach to brands.
Premium brands are also moving towards affordable products to cater to consumers from varied demographics and income groups. In this quest, among many other beauty brands is Renee. The products of RENÉE Cosmetics has rapidly gained attention of Indian customers. Especially, millennials and Gen Z. Lipsticks, Eyeliners, Kajal, Foundations, Face makeup, Eye makeup, Skincare, Fragrances, Gift set are some of the popular products of RENÉE Cosmetics.
RENÉE products are available through its D2C website. They are also sold on major marketplaces, including Nykaa, Amazon, Myntra, Flipkart, Tata CLiQ, and Purplle. They are also available on quick-commerce platforms such as Blinkit, Zepto, Swiggy Instamart, and Flipkart Minutes. The brand is also expanding its offline footprint through exclusive brand outlets, beauty retailers, and general trade.
READ: Plum Bets Big on Omnichannel Retail as India's Premium Beauty Market Booms
How is e-commerce driving growth of RENÉE Cosmetics?
RENÉE Cosmetics, an Indian beauty and personal care brand founded in 2018 by Aashka Goradia Goble, Ashutosh Valani, and Priyank Shah experienced the shift in buyers behaviour post the emergence of online shopping.
Speaking to Indianretailer.com, RENÉE Cosmetics Co-founder Ashutosh Valani said, "The growth of e-commerce has been a key driver for RENÉE Cosmetics. As a digital-first brand, it has enabled us to reach consumers across India, particularly in Tier 2 and Tier 3 markets, while making beauty shopping more accessible and convenient. Today's consumers are well-informed, they research products, read reviews, compare ingredients, and make conscious purchase decisions online."
The co-founder also highlighted that e-commerce is not merely a sales channel for RENÉE Cosmetics, but it is also a powerful platform for product discovery and consumer engagement. "Combined with our strong omnichannel presence, it has helped us expand our reach, build trust, and drive sustained growth," said Mr Valani.
With e-commerce emerging as primary shopping platform, and the rise of disposable income of people, behaviour of buyers has also evolved over time. Particularly, in the beauty segment. Today, consumers are more aware of what they want to put their money on.
Ashutosh Valani, on the changing habits of buyers said, "Consumer behaviour in India's premium beauty segment has evolved significantly. Today's consumers are far more informed, they research products, read reviews, understand ingredients, and invest in products that deliver genuine performance and value."
What are the difficulties faced by RENÉE Cosmetics?
Even with accessibility and affordability, Valani mentions that it is easier for them to reach consumers and to drive the first purchase through creators, quick commerce, and promotional offers, the real challenge is earning the second purchase. Repeat buying happens only when a product consistently delivers on its promise and becomes part of a consumer's routine.
He said, "At RENÉE Cosmetics, our focus is on creating innovative, high-performance products that build lasting trust. We believe the future of premium beauty will be led by brands that don't just acquire customers, but retain them through quality, innovation, and a superior consumer experience."
What is RENÉE Cosmetics primary focus?
Co-founder Ashutosh Valani says that, RENÉE Cosmetics' focus has always been on building an innovative and sustainable brand with long-term value. That approach has helped them scale steadily, with RENÉE closing FY26 with an operating revenue of Rs 440 crore, reflecting the trust consumers have placed in the brand over the years.
He added, "We continue to invest in product innovation, strengthen our omnichannel presence, and expand into new markets. Internationally, we've already entered the GCC region and see strong growth opportunities ahead. As for funding, we'll continue to evaluate opportunities that align with our long-term growth strategy and support responsible scaling."
Conclusion
The boom of social media, e-commerce, and quick commerce has helped a challenger brand like RENÉE Cosmetics become a mainstream player. With focus on innovation and sustainability with long-term value, RENÉE Cosmetics has gained the trust of its buyers. It is now one of India's fastest-growing homegrown beauty brands.
The Indian market has undergone rapid change in recent years. Rising disposable income, premiumisation, and the boom of social media have been the dominant factors influencing consumer trends. The beauty and personal care segment, in particular, has witnessed massive growth.
Why is the fragrance industry of India growing rapidly?
Today, buyers are well-informed and willing to invest in beauty and personal care products. This has resulted in the fragrance segment emerging as one of the biggest beneficiaries. Once dominated by deodorants and traditional attars, the market is now witnessing strong demand for perfumes, body mists, and niche fragrances across both urban and emerging markets.
Looking at the growth of India's fragrance industry, Godrej has launched Park Avenue for Her, expanding the perfume brand's portfolio. Samir Suryawanshi, Head of Marketing – Personal Care, Godrej Consumer Products Limited (GCPL), said, "India’s fragrance category is growing rapidly. This shift is accelerating the premiumisation of the category and creating strong momentum within women’s fragrances as well, where female consumers are seeking sophisticated and long-lasting fragrances. With a strong presence in the male perfumes category, Park Avenue Fragrances sees this as an opportunity to expand and build a holistic fragrance portfolio that caters to female consumers as well."
What are the factors driving growth of India's fragrance industry?
One of the primary factors behind the surge in India's fragrance industry is the emergence of quick commerce and the growth of e-commerce.
Commenting on the development, Sonam Khurana, Founder and CEO of Vokka, said, "Quick commerce is changing the way consumers shop for beauty and personal care products. Customers increasingly expect convenience, speed and value, and this expansion allows us to meet those expectations. With our availability across Blinkit, Zepto, Swiggy Instamart and Amazon Now, consumers can access Vokka's range of perfumes, combo packs, gift sets and body lotions in as little as 10 minutes. Our focus remains on making premium fragrance experiences affordable and easily accessible to consumers across India."
Abdula Ajmal, CEO of Ajmal Group, told Indianretailer.com, "The company has recorded approximately 150% year-on-year growth in e-commerce sales, reflecting the rapid adoption of premium fragrances across digital platforms. The brand is present across nearly 15+ e-commerce platforms, including its own D2C website, Amazon, Nykaa, Myntra and other leading marketplaces, complementing an extensive offline network."
Looking ahead, Abdulla Ajmal expects digital commerce to continue gaining momentum as consumer shopping habits evolve. At the same time, he reiterates that Ajmal will continue investing in its physical retail network, recognising that fragrance remains a category where consumers value in-store discovery and sensory experiences.
According to industry estimates, India's fragrance market is valued at approximately Rs 12,500 crore to Rs 14,500 crore in 2025. It is expected to grow at a CAGR of 10-12 per cent over the next five years.
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What are some of the significant investments made towards fragrance brands?
More and more investors are also investing in the fragrance industry. In August 2025, Fraganote, an Indian direct-to-consumer (D2C) fragrance brand founded in 2021 by Siddharth Jain and Anurag Mittal, raised Rs 9.6 crore in a pre-Series A funding round led by Rukam Capital. Similarly, EM5 (House of EM5), an Indore-based direct-to-consumer (D2C) fragrance brand founded in 2022 by Shashank Chourey, secured Rs 1 crore on Shark Tank India Season 4 from Aman Gupta.
Fifth Sense, a D2C fragrance startup, raised Rs 6.3 crore in a pre-seed round led by OTP Ventures, with participation from Sadev Ventures, ISV Capital, and angel investors.
Conclusion
Going by the market standpoint, it is safe to say that more and more investors, as well as beauty brands, are taking the fragrance segment more seriously. The retail expansion of various brands, portfolio expansions, and the increase in omnichannel presence indicate that the fragrance segment has grown in India beyond being a luxury product. It is now an everyday essential. Driven by millennials and Gen Z, the fragrance industry in India is gaining rapid momentum, opening up vast opportunities for brands in the beauty and personal care segment.
Indian fragrance market has been dominated by French luxury perfumes traditionally, however, in recent times, Arabic perfumes are steadily carving it's own space in the industry. Driven by changing consumer preferences, affordable luxury, and a growing appreciation for long-lasting fragrances.
The trend is particularly visible among millennials and Gen Z consumers, who are increasingly experimenting with niche and international fragrance houses instead of limiting themselves to mainstream designer labels. Social media influencers, fragrance reviewers, and online communities have given a further boost to the awareness of Middle Eastern perfumes.
As premiumisation gathers pace in India's beauty and personal care market, Arabic perfume brands are attracting consumers seeking high-quality fragrances with better longevity and distinctive scent profiles at competitive prices.
Here are 5 Arabic perfume brands that are witnessing growing popularity in India.
1. Ajmal Perfumes
Established over seven decades ago, Ajmal perfumes has successfully blended traditional Middle Eastern perfumery with modern fragrance preferences. It has the strongest retail footprints in India's fragrance market.
Popular products: Popular offerings such as Wisal, Aristocrat, Blu, and Sacred Love have helped Ajmal appeal to both first-time fragrance buyers and premium consumers.
Revenue: The Indian operating entity, Ajmal Fragrances and Fashions Pvt. Ltd., is estimated to have an annual turnover between Rs 25 crore and Rs 100 crore based on GST records.
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2. Lattafa Perfumes
Lattafa perfumes has garnered huge popularity in India. Fuelled by Youtube reviewers, Instagram creators, and fragrance enthusiasts who regularly recommend the brand for delivering premium-quality, the sale of Lattafa has gone up significantly.
Popular products: Perfumes such as Khamrah, Yara, Asad and Fakhar have become bestsellers among Indian consumers looking for rich oriental fragrances with impressive longevity.
Revenue: Lattafa perfumes does not publicly disclose its revenue or financial statements.
3. Rasasi Perfumes: Balancing Tradition and Modernity
Rasasi is a Dubai-based perfume brand which has steadily built a loyal consumer base in India. Its blend of traditional Arabic craftsmanship and contemporary fragrance compositions has made it popular in the Indian market.
Popular products: Hawas, Daarej and Shuhrah remain among the brand's most recognised offerings. The brand's growing availability through online marketplaces has also made it more accessible to fragrance enthusiasts across Tier II and Tier III cities.
Revenue: While the company does not publicly disclose its financials, it is regarded as one of the leading Arabic fragrance houses globally.
4. Swiss Arabian: Bringing Heritage to Modern Consumers
Swiss Arabian combines Middle Eastern fragrance traditions with European perfume-making techniques, creating products that appeal to both oriental fragrance lovers and consumers seeking contemporary blends.
Popular products: Among its most popular collections is Shaghaf Oud, which has gained considerable traction among Indian fragrance enthusiasts. The brand offers a wide range of oud, amber, musk and floral fragrances, allowing consumers to explore different scent families without entering the ultra-luxury price segment.
Revenue: The annual revenue of Swiss Arabian is estimated to be Rs 860 crore– Rs 4,300 crore.
5. Armaf: Affordable Luxury for Aspirational Consumers
Armaf is emerged as one of the fastest-growing Arabic fragrance brands globally. The brand appeals particularly to young professionals entering the premium fragrance category. Attractive packaging, strong online visibility, and positive consumer reviews have helped Armaf establish itself as a preferred choice in India's growing premium perfume segment.
Popular product: Its flagship Club de Nuit collection has gained immense popularity among Indian consumers seeking luxury-inspired fragrances at comparatively affordable prices.
Revenue: Although the official global revenue is not disclosed, GST records classify the Indian entity in the Rs 5 crore– Rs 25 crore annual turnover bracket for FY2024–25.
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Conclusion
Arabic perfume brands are steadily reshaping India's premium fragrance landscape by offering a blend of heritage, craftsmanship, and accessible luxury. As consumers increasingly seek long-lasting fragrances with distinctive scent profiles, brands such as Ajmal, Lattafa, Rasasi, Armaf, and Swiss Arabian are finding greater acceptance across both online and offline retail channels.
The trend also reflects broader shifts in India's beauty and personal care market, where premiumisation, rising disposable incomes, and growing fragrance awareness are encouraging consumers to explore niche and international brands. For retailers, this presents an opportunity to diversify their fragrance portfolios and cater to evolving consumer preferences.
Raksha Bandhan has been about tying a thread on the brother's wrist, but what about the person he shares everything with, his wife? The Lumba hanging off the bhabhi's bangle carries just as much meaning. It has long been part of the celebration in many Marwari and Rajasthani families, even if it has only recently gained wider popularity. This age-old tradition reflects a shift toward inclusivity, with families celebrating the festival together and making sure the woman who married in feels part of the family. Yet most people still shop for it last, treating it as a small add-on to the main rakhi, picked up in the last five minutes, with little thought. If you're buying one this year, it deserves the same attention as the rakhi it's paired with. Here are a few things to consider before buying a lumba rakhi.
1. Getting the Design Right
The first mistake people make is thinking a Lumba rakhi is the same as a rakhi. Lumba rakhis, tassel-style rakhis that are tied to a bangle, come in many styles. The traditional-style Lumba rakhis feature zardosi, kundan, and pearl work. They are fancy and usually stand out. Then there are the contemporary-style Lumba rakhis. These have thread and tassels in colours, small metallic charms, and even simple stone designs that look like everyday jewellery. Since these hang from a bangle rather than sit flat on the wrist, the way a lumba rakhi falls and moves matters as much as how it looks.
2. What Does It Really Mean?
Raksha Bandhan is a festival in which a brother promises to protect his sister when she ties rakhi. The Lumba takes the same idea, but it is for bhabhi. It is a gesture that says she is part of the family and celebrations. It is a way of saying that bhabhi is sister’s partner in crime.
3. Matching to Outfits
If she wears silk sarees on festivals, get a Lumba rakhi with zardosi or kundan work. It looks good in pictures and also goes well with the outfits. If she likes to wear Indo-Western clothes, a simpler design, with crystals or metalwork, is better. Avoid purchasing one just because it looks pretty if it is not her style.
4. Buying It as a Set
Buying the brother's rakhi and the bhabhi's Lumba separately works well if their tastes are quite different; it lets each piece be chosen purely for what suits the wearer. Buying them as a set works just as well when their styles align, in colours or a design theme that ties the two pieces together. It doesn't have to be identical, just connected enough that it reads as one thought. Several sets now also allow some personalization, like an initial or a small shared symbol, which makes the pair feel a little more specific to them.
5. What Happens After the Festival?
Raksha Bandhan is one day. The rakhi doesn't have to be. The Lumba can be taken off the bangle and worn on its own as a regular bracelet. A delicate chain-style Lumba passes easily as a fine wrist chain for daily wear. One with beads or small tassels can double as a casual, boho-style bracelet. Sturdier metal or kundan pieces often hold up as a statement cuff, the kind that pairs well with a simple kurta or a plain western outfit.
6. Weight and Comfort
This one gets overlooked a lot. A Lumba hangs, so unlike a flat rakhi, its weight is actually felt through the day, especially with guests over, photos being taken, and general running around. If she prefers lighter everyday jewellery, a long or heavily loaded Lumba can start to feel like a nuisance. A moderate, well-balanced, comfortable piece can be worn longer.
7. What Makes It Feel Personal?
The Lumbas people remember aren't always the most expensive ones; they're the ones with a small detail added specifically for her. An initial, a birth sign, a tiny evil eye charm- just something that makes it clear this particular piece was picked for her and not for "a bhabhi" in general. While shopping, if you have the option to customize, it's usually worth the extra time.
Making the Final Call
When choosing a Lumba rakhi, you do not have to think about it much. Just think about this: will the Lumba rakhi look good with a bangle, or is it better on its own on the wrist? Does the Lumba rakhi match the kind of clothes she likes to wear? Does the Lumba rakhi go well with the brother's rakhi? Will she still wear the Lumba rakhi after the festival? Is the Lumba rakhi heavy, or is the weight okay for her to wear all day while she is moving around? Is there something special about the Lumba rakhi that makes it just for her? Usually when you think about these things, you can see that a few of the Lumba rakhi options are better than the others.
Mass-market with affordability, accessibility, and brand familiarity on priority were driving India's beauty market for decades. However, the new generation of consumers are reshaping the industry. Gen Z and millennials are demanding products that have clean ingredients, authenticity, personalisation, sustainability. Along with this, the new age generations are also pushing brands to push beyond physical retail stores and are forcing them to head towards omnichannel approach.
The challenge for Fast-Moving Consumer Goods (FMCG) companies are no longer limited to launching a new product, but to understand a customer base which values transparency as much as performance and social influence as much as price. The question, therefore, is: Can FMCG companies truly win over Gen Z?
A New Beauty Consumer
Social media platforms like Instagram, YouTube, creator-led content, and short-form videos have become some of the more popular means of discovering a product, as suppose to the traditional advertising channels. Product recommendations from influencers, dermatologists, and online communities often carry more weight than celebrity endorsements now.
This shift has become a fundamental on how beauty brands are building trust among the buyers now. Consumers are reading ingredient labels, comparing formulations, and researching reviews before making purchases. Instead of buying a single cream or face wash, they are investing in complete skincare routines, multifunctional makeup, and products tailored to specific concerns such as acne, pigmentation, or barrier repair.
For FMCG companies, this means competing not only with multinational beauty giants such as Hindustan Unilever, L'Oréal India, and Procter & Gamble, but also with agile D2C brands like Minimalist, Foxtale, Pilgrim, The Derma Co., Dot & Key, and Plum. These contemporary brands have built loyal communities by focusing on ingredient transparency, science-backed formulations, educational content, and direct engagement with consumers through social media and digital platforms.
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Premiumisation Is Redefining the Market
Even though, India is a price-sensitive market largely, Gen Z buyers show willingness to spend more on products that offer value. The new generation is increasingly leaning towards science-backed skincare, vegan formulations, refillable packaging, or dermatologist-tested products.
This trend gave a boost to FMCG companies to expand into premium beauty segments. Established players such as Hindustan Unilever (Lakmé, Simple), L'Oréal India (L'Oréal Paris, Garnier), and Dabur (Dermoviva) are also expanding into specialised skincare ranges, ingredient-led formulations featuring niacinamide, hyaluronic acid, and vitamin C, as well as premium makeup collections to stay relevant in a rapidly evolving market.
However, premiumisation does not necessarily mean luxury pricing. Instead, consumers are seeking products that justify their price through efficacy, innovation, and brand credibility.
Digital-First Shopping Is the New Normal
Along with customer preferences for products, the new-age shopping habits have also evolved. Gen Z consumers have increasingly become reliant on purchasing beauty products, while supermarkets and beauty stores continue to play an important role. Several reports cite that beauty e-commerce and quick commerce sales grew around 39 percent by value between June and November 2024, compared to just 3 percent growth in physical stores.
The ability to compare products, access reviews, watch tutorials, and receive same-day delivery has made digital commerce an integral part of the beauty buying journey.
As a result, FMCG companies are strengthening their omnichannel approach by integrating online and offline experiences. Exclusive product launches, digital loyalty programs, virtual consultations, and personalised recommendations are becoming essential components of customer engagement.
Beyond the Metros
The digitalisation has also expanded the horizon of consumers for FMCG brands with tier 2, tier 3 cities emerging as major growth engines. Improved internet penetration, rising disposable incomes, greater beauty awareness, and expanding retail infrastructure have introduced premium beauty brands to consumers beyond urban centers.
Conclusion
The road ahead can only be won by pushing the boundaries beyond conventional business models for FMCG companies. Success, in the coming times, will heavily rely on building authentic brand narratives, embracing digital commerce, investing in sustainability, and delivering personalized experiences that resonate with a generation that values both individuality and transparency.
We have all grown up seeing our fathers using a razor and shaving foam to shave off their beard, following by a few dabs of aftershave lotion. And that was it for beard care. However, in modern times when beard looks are taking the centre stage, more and more men are indulging into dedicated beard care routines.
The rise of awareness around personal care and grooming, the influence of social media, rising disposable incomes, and the popularity of beards has pushed modern men to invest in beard oils, balms, washes, serums, and grooming kits, creating opportunities for both legacy FMCG players and D2C brands.
From natural formulations to premium grooming experiences, brands are catering to a generation of consumers seeking quality, convenience, and personalisation.
Here is a list of Top 6 beard care brands that every modern man should know:
1. Beardo
Beardo was founded in 2015 by Ashutosh Valani and Priyank Shah. It is India's leading men's grooming brands, specialising in beard care and personal grooming products. This brand was created to address India's growing demand for dedicated beard care solutions. However, later on, Beardo grew from being a brand dedicated to beard care to include skincare, hair care, fragrances, shaving essentials, and grooming accessories.
Popular products: Beardo's beard care range includes beard oils, beard washes, beard balms, beard waxes, beard growth oil, beard combs, and complete grooming kits.
Beardo has built a strong omnichannel presence through its D2C website, leading e-commerce platforms, quick commerce channels, and offline retail stores.
Revenue: According to the company's standalone financial statement, Beardo's revenue from operations in FY25 was Rs 214 crore, up from Rs 173 crore in FY24.
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2. Ustraa
Founded by Happily Unmarried in 2015, Ustraa has established itself as one of India's leading men's grooming brands by offering products designed exclusively for men. The brand entered the market with a focus on addressing unmet grooming needs and has since built a diverse portfolio spanning beard care, hair care, skincare, fragrances, and body care.
Popular products: Ustraa's beard care range includes beard oils, beard growth oil, beard softeners, beard washes, beard waxes, and grooming kits, catering to consumers seeking both functionality and premium quality.
Ustraa emphasises on ingredient-led formulations and positions itself as a solution-driven grooming company rather than a conventional personal care brand.
Revenue: In FY25, the VLCC-owned brand reported revenue from operations of Rs 73 crore.
3. Bombay Shaving Company
The Bombay Shaving Company was founded in 2015 by Shantanu Deshpande. The company offers a wide range of men's grooming and personal care products.
Popular products: The company offers beard care, shaving essentials, skincare, hair care, fragrances, body grooming, and grooming devices.
Bombay Beard Company expanded its presence through its D2C website, major e-commerce marketplaces, quick commerce platforms, and offline retail, making it one of the fastest-growing omnichannel grooming brands in India.
Revenue: According to the company's financial reports, Bombay Beard Company's revenue from operations in FY25 was Rs 420 crore, as suppose to Rs 315 crore in FY24.
4. The Man Company
The Man Company was founded by Hitesh Dhingra, Bhisham Bhateja, Parvesh Bareja, Rohit Chawla, and Mohit Saxena in 2015. The brand has built a strong omnichannel presence through its D2C platform, leading e-commerce marketplaces, quick commerce channels, and offline retail, catering to the growing demand for premium men's personal care products.
Popular products: The Man Company offers a wide range of beard grooming products, including Beard Oil, Beard Wash, Beard Wax, Beard Softener, Beard Comb, Beard Growth Oil, Beard Grooming Kit.
Revenue: In FY24, the company's revenue was Rs 154 crore. Whereas, in FY24, the company's revenue was Rs 183 crore.
5. UrbanGabru
UrbanGabru has emerged as one of India's fastest growing men's grooming brands that offers affordable, trend-driven personal care products targeting, Gen Z and millennials primarily.
Popular brand: Beard Booster Oil, Beard Wax, Beard Growth Serum, Beard Shampoo & Wash, Beard Grooming Combo Kit, Beard & Hair Styling Products.
Revenue: UrbanGabru is a privately held company and does not publicly disclose its annual revenue or financial statements, making verified revenue figures unavailable.
6. Man Arden
An Indian premium men' grooming and personal care brand, Man Arden offers high-quality, ingredient-focused grooming solution. This brand caters to modern consumers with a portfolio spanning beard care, skincare, hair care, fragrances, and shaving essentials.
Popular products: Beard Oil, Beard Growth Oil, Beard Wash, Beard Wax, Beard Balm, Beard Grooming Kit, Beard Comb & Grooming Accessories.
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Conclusion
The beard care segment has evolved from a niche category into one of the fastest-growing verticals within India's men's grooming market. Driven by changing consumer preferences, rising disposable incomes, social media influence, and greater awareness around personal grooming, brands are expanding beyond basic beard oils to offer comprehensive grooming solutions that include balms, washes, serums, waxes, and grooming kits. As competition intensifies, companies are differentiating themselves through premium formulations, ingredient-led innovation, omnichannel distribution, and personalized product offerings. With increasing demand from Tier II and Tier III cities and the rapid growth of e-commerce and quick commerce, the beard care market presents significant opportunities for both established players and emerging brands.
FAQs on Top Beard Care Brands for Man
1. Which are the best beard care brands in India?
Some of the leading beard care brands in India include Beardo, Ustraa, Bombay Shaving Company, The Man Company, UrbanGabru, and Man Arden.
2. What are the essential beard care products every man should use?
A basic beard care routine typically includes beard oil, beard wash, beard balm or wax, a beard comb, and a beard trimmer to keep facial hair clean, healthy, and well-groomed.
3. Why is beard oil important?
Beard oil helps moisturise facial hair and the skin underneath, reducing dryness, itchiness, and beard dandruff while making the beard softer and more manageable.
4. How often should I use beard care products?
Beard oil can be applied daily, while beard wash is generally recommended two to three times a week, depending on your skin type and lifestyle.
5. Which beard care brand is best for beard growth?
Several brands, including Beardo, Ustraa, The Man Company, and Bombay Shaving Company, offer beard growth oils and serums formulated to nourish hair follicles and support healthier beard growth.
Every mall you go to features multiple homegrown and international cosmetics and beauty brands. Even when digital commerce is experiencing a massive boom, many brands continue to prioritise physical retail expansion. High footfall of people from diverse demographics make mall the favorite destination for almost all beauty brands.
In this article let us explore how malls are playing the catalyst in the rise of India's beauty industry.
Here are the five key factors driving beauty brands' continued preference for physical stores in malls:
1. High Footfall and Diverse Consumer Base
Thousands of people visit malls everyday bringing shoppers from across age groups, income levels, and lifestyles under one roof. This gives beauty brands access to a broad and diverse customer base. This consistent footfall provides beauty brands with greater visibility and access to a broad customer base, increasing opportunities for product discovery, trials, and purchases.
Read: Beauty Brands and Quick Commerce: Why Is It A Winning Formula for Growth?
2. Product Discovery and Trial
Mall allows shoppers to try and test a product before purchasing which gives them a more experience-based purchasing scope. Unlike online shopping, where buying decisions rely on images and reviews, physical stores enable consumers to assess product quality, suitability, and performance in real time.
Malls also offer consumers with complimentary samples, skin analysis, and make up consultations, enhancing the shopper's experience. For beauty brands, these interactions not only increase conversion rates but also foster consumer trust and loyalty. Click here.
3. Premium Brand Positioning
A presence in premium malls is more than just a retail strategy for beauty brands. It is a powerful branding tool. Malls that have luxury fashion, lifestyle, and international brands create an aspirational shopping environment that strengthens a beauty brand's premium image and enhances consumer perception.
Being located with famous global and luxury brands boosts credibility and visibility of a beauty brand. Consumers often associate a mall's premium retail mix with quality and trust, making them more inclined to explore and purchase from beauty brands within malls.
4. Omnichannel Growth
With beauty retail brands becoming more and more omnichannel, rather than being a competitor to online platforms, physical store in malls complement them by offering consumers a seamless and integrated shopping experience.
There are several beauty brands that uses mall stores as experience centres for the consumers to discover, test new products. For brands, mall stores also generate valuable consumer insights by capturing in-store interactions that can be integrated with digital data to deliver more personalised marketing and product recommendations.
5. Boost in Impulse Purchases
Beauty products are among the most impulse-driven purchase in retail, and malls offer the ideal environment to encourage spontaneous buying. It is common tendency in people who visit malls to browse through multiple stores. This habit increases the chances of a product being discovered and purchased.
Also read: Plum Bets Big on Omnichannel Retail as India's Premium Beauty Market Booms
Conclusion
In conclusion it is safe to say that physical stores in malls create a more experience-led shopping opportunity to the buyers which often translates into an increased possibility of impulse buying. Strategic store placement and attractive decorations grabs buyers' attention from different demographics, age and income groups. Which helps in boosting the sale of multiple products.
A mall presence also built people's trust in the brand and reinstate, a brand's premium positioning. Also the physical interaction at stores also creates a loyal buyer stream for beauty brands.
The Gross Merchandise Value (GMV) of the Beauty and Personal Care category on quick commerce platforms has grown 22.5 times between 2022 and 2025, making it one of the fastest-growing segments in the quick commerce market.
Even the beauty, fashion, wellness and personal care industry is also experiencing this shift. Almost all brands are now adopting an omnichannel approach. Brands like Plum, while believing that offline is an integral part of building a modern beauty brand, are still resorting to digital platforms for a broader market reach.
According to the founder of Plum, Shankar Prasad, the new-age buyers discover a product on social media, try it at a retail store, replenish it on quick commerce and sometimes buy directly from brands' retail stores. Read.
This is also one of the major factors behind many premium brands collaborating with quick commerce platforms like Blinkit, Zepto, Swiggy Instamart and Amazon Now. The quick commerce platforms are becoming a driving force in expanding market reach.
Vokka, an Indian fragrance and personal care brand recently announced that it's products are now available across India's leading quick commerce platforms. The expansion takes Vokka's quick commerce presence to 320+ cities across India, including 240+ cities on Blinkit, 60+ cities on Zepto, 10+ cities on Swiggy Instamart and Delhi NCR cities on Amazon Now. Read
Commenting on the development, Founder and CEO at Vokka, Sonam Khurana, said, "Quick commerce is changing the way consumers shop for beauty and personal care products. Customers increasingly expect convenience, speed and value, and this expansion allows us to meet those expectations."
Similarly, Wildflower Naturals, a beauty and wellness brand focused on natural ingredient-based skincare products, also announced its launch on quick commerce platform Blinkit, a few days ago. Read
This rise in brand collaboration with quick commerce platforms have turned beauty and wellness as the second-largest category in quick commerce platforms after grocery.
How does quick commerce benefit brands?
Quick commerce presents an opportunity for the brands to expand their reachability. The premium beauty brands that were limited to metropolitan cities, due to the offline retail store set-up have now been able to expand their reach to tier 2 and tier 3 cities as well with quick commerce and online sopping trends pushing the benchmark significantly.
With the emergence of social media influences, buyers in tier 2-tier 3 cities have become well informed. This raised the demand for accessibility of beauty products in non-metro cities as well, ultimately benefitting the sale of products.
What is driving rise of beauty and personal care products purchase on quick commerce?
According to various media reports, this rise is purchase of beauty and personal care products is driven by impulse buying, daily replenishment and one-cart convenience.
Products such as face washes, shampoos, deodorants, body lotions, and sunscreens are frequently replenished, making them ideal for quick commerce.
What are top beauty and personal care brands available on quick commerce?
Major brands such as L'Oréal Paris, Lakmé, Maybelline, Mamaearth, Minimalist, Cetaphil, Dove, Nivea, Plum, Pilgrim, Foxtale, WishCare, and The Derma Co. are now widely available through quick commerce platforms, alongside emerging D2C beauty brands.
Conclusion
With people becoming comfortable shopping online and the quick accessibility, buyers are becoming more and more reliant on quick commerce platforms for shopping beauty and personal care products. Recognising this trend, various top national and international brands are collaborating with quick commerce platforms.
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Annualised beauty & personal care sales across Blinkit, Zepto and Swiggy Instamart are now approaching USD 1 billion, growing at approximately 90% year on year while reaching more than 30 million shoppers every month.
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Premium menswear brand Banana Club has expanded its retail footprint with the opening of its 21st store in Rohini, marking its entry into the Delhi market and further strengthening its offline presence.-
The products of RENÉE Cosmetics has rapidly gained attention of Indian customers. Especially, millennials and Gen Z with quick commerce and e-commerce playing a sgnificant role.
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