Beauty Booms as Working Women Drive

Indian consumers have splurged over Rs 5,000 crore on cosmetics in the last six months, with more than 100 million products sold in the top 10 cities. Kantar Worldpanel’s study highlights a significant shift in the market, with 40% of purchases made online. Working women, in particular, lead the way in cosmetic purchases, spending 1.6 times more than average consumers, both online and offline.

Lip products dominate the sales, accounting for 38% of purchases, followed closely by nail products, indicating a diversification of beauty choices among Indian shoppers.

The study also reveals a growing trend of working women actively contributing to the cosmetic market. Shoppers Stop reported over 150,000 makeovers in the current quarter alone, showcasing consumers’ increasing interest in interacting with makeup artists and learning about the products they buy.

Retailers’ advocacy and social media equally influence one-third of purchases, particularly among younger consumers. The study also found different age groups preferring specific products, with older individuals favoring lipstick and nail polish, while younger ones opt for primer and tinted lip balm.

The shift in consumer preferences indicates a potential growth opportunity for the cosmetic industry in India. Consumers are now exploring a wider range of products, moving beyond traditional items like kajal and lipstick to include primers, eye shadows, and concealers, selecting products based on specific occasions and everyday wear.

Kantar’s managing director of South Asia, K Ramakrishnan, highlights the industry’s potential growth due to increasing female participation in the workforce. As more women join the workforce, the demand for cosmetic products is likely to soar.

–Re-reported from the article originally published in Business Standard