The market of beauty products in India is growing very fast. The business of Indian companies is increasing. Also, from Fenty Beauty to Lush, international brands are changing their strategies for India. The customer behind this change is not what was believed earlier. Now there is no need to stand in queues in big malls of Mumbai or Delhi to buy premium beauty products. Now these lines are visible on mobile screens in cities like Jaipur, Lucknow and Guwahati and global brands are now understanding this change. This change is the story of those international brands which have either entered India or strengthened their presence in the last two years. According to reports, by the year 2035, the beauty industry in India may be worth around Rs 4 billion i.e. Rs 37 thousand crores.
According to a Reuters report, in September 2024, a report by consulting company Kearney and luxury beauty distributor Luxasia said that many global brands from Estée Lauder to Japan’s Shiseido are expanding in India. The reason for this is that growth has slowed down in developed countries, hence companies are focusing on India’s luxury beauty market. It is estimated that this market could increase from $800 million by 2023 to $4 billion by 2035. The report also says that India’s luxury beauty segment is already worth around $1 billion and can reach $1.6 billion by 2028. Its annual growth is expected to be around 14%.
What changes happened?
Earlier the story of India’s beauty market was limited to affordable prices, high sales and accessibility to common people. Now it has completely changed. Today’s Indian consumer pays attention to the ingredients when purchasing premium beauty products, is connected to the online world, and is not limited to just big cities. This change has also changed the strategy of the companies. Earlier, they used to start by opening malls in big cities, but now companies are entering the market directly through online platforms.
According to the company, Myntra has emerged as a big platform for this change. It houses more than 450 international fashion and beauty brands and serves 98% of India’s pin codes. It has more than 75 million monthly users. According to data from December 2025, its international beauty segment is growing 2.5 times faster than the online luxury market. K-Beauty in particular has seen a growth of 200% annually.
The company added more than 40 new international brands in 2025, including The Ordinary, H&M Beauty, Beauty of Joseon, YSL and Sulwhasoo. According to Myntra official Venu Nair, the biggest thing is that now the demand for premium products is increasing rapidly even in small cities. According to the company, about 45% of the demand on the platform is coming from non-metro cities, of which Jaipur, Lucknow, Guwahati, Surat and Indore are the major ones. Apart from this, 60% of Myntra’s beauty customers are from small towns (Tier-2 and Tier-3) and 60% of the customers are from Gen Z i.e. the youth group.
New way of global brands
International brands are rapidly entering India. Fenty Beauty and Fenty Skin launched in India in 2025 through Reliance Retail and sold their products through Sephora India and Tira Beauty. Armani Beauty opened its store in Mumbai, Chanel launched its products on Nykaa, and Charlotte Tilbury and The Ordinary entered India through Nykaa.
As Business of Fashion reports, Nykaa CEO Anchit Nayar said that The Ordinary is now among the top skincare brands on the platform, and its Niacinamide serum is selling out every minute. In this series, British brand LUSH, started in 1995, which is known for its hand-made and cruelty-free products, launched on Myntra in March 2026. This is his re-entry into India. This entry is being made through partnership with Bilberry Brands India Pvt Ltd, which has been started by retail expert Vishal Anand.
According to the company, LUSH has initially come with around 150 products across skincare, haircare, bath and body, which will reach 220 by April. After this the company will also open offline stores, of which the first store will open in Delhi-NCR. The target is to open 10 stores by 2027. According to LUSH, it sold more than 21.2 million bath bombs worldwide last year and operates in more than 50 countries. According to Vishal Anand, CEO of Bilberry Brands, today’s consumer wants brands that are authentic, sustainable and provide clear information. The company aims to make LUSH a strong online and offline brand in India. According to the company, about 85% of LUSH products do not contain preservatives, 95% are vegan and about 35% of the products are sold without packaging.
great opportunity in india
The environment is much better for global brands working in India. According to the UK Department of Business and Trade, the tax on UK cosmetics has been reduced from 30% to 10% under the India-UK Free Trade Agreement in May 2025, and will further reduce in the coming years.
Due to this, many British brands are preparing to come to India and LUSH is one of them. Overall, a large share of beauty products are expected to come from online sales by 2030. The biggest reason for this change is the new customer who is young, digital, knowledgeable about products and lives in small cities. The brands that come early, price right and tell their story the right way will rule India’s beauty market in the times to come. Those who delay may run out of space.
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