In India, beauty has always been closely tied to self-care, wellness, and cultural expression. In 2026, this connection is only growing stronger as Indian consumers prioritize practicality, authenticity, and digital discovery when making health and beauty purchases. According to Criteo’s Global Health & Beauty Pulse 2025, shoppers across APAC are fuelling a full-spectrum self-care boom, with India showing steady growth in categories that balance personal care with visible results. This shift is creating both opportunities and challenges for brands looking to stay relevant in an increasingly competitive, discovery-driven market.
Practical beauty choices take centre stage
Indian beauty shoppers are gravitating towards everyday essentials and practical benefits. Categories such as deodorants and antiperspirants grew by over 80% and aftershaves by more than 50% by mid-2025, highlighting consumer interest in products that combine function with self-care. At the same time, steady demand in skin care and teeth whiteners shows that visible, results-driven products remain non-negotiable. This reflects a unique Indian dynamic where consumers seek both value and performance, blending practicality with aspiration.
The long path to purchase
Indian shoppers take time before committing to a purchase. The data indicates that beauty buyers in India take an average of 24 days from their first product view to final purchase — longer than the global average. With some shoppers taking up to 54 days, this extended journey underlines the importance of staying visible throughout the funnel. Always-on strategies, retargeting, and dynamic creatives become critical to ensure brands remain top of mind during this long decision window.
A discovery-first market
Digital discovery has become central to how Indian consumers engage with beauty. Globally, over half of shoppers turn to search engines and marketplaces to explore new products, and India mirrors this trend with a mobile-first, socially influenced consumer base. The openness to new brands is striking as many as 40% of APAC health and beauty buyers are “new to brand,” signalling that Indian shoppers are eager to experiment and switch. For marketers, this underscores the need to combine inspiration with simplicity across the shopping journey from discovery to conversion.
Omnichannel as the default
Today’s Indian beauty shoppers are truly omnichannel. Nearly half of global users research online and purchase offline, while 41% do the reverse, showing that boundaries between digital and physical commerce are dissolving. This hybrid behaviour makes AI-powered personalization and retail media critical. Brands that connect the dots across channels, maintain visibility, and deliver seamless experiences will be best positioned to capture intent and drive loyalty.
Festive and seasonal surges
Beauty buying in India also reflects strong seasonal rhythms. Everyday essentials such as toothbrushes and toothpaste surged nearly 70% in the festive quarter of 2024, showing that gifting seasons and cultural moments amplify even the most practical categories. For brands, aligning campaigns with festive calendars and leveraging seasonal triggers like Diwali or year-end sales is vital to capture peak demand.
India’s health and beauty market in 2025 is not slowing down, it is transforming. Consumers are practical yet aspirational, digitally savvy yet omnichannel, and more open than ever to experimenting with new brands. For marketers, the opportunity lies in harnessing AI-driven insights, investing in retail media, and maintaining consistent visibility throughout the extended shopping journey. The beauty of this market is its diversity, and those who adapt to its nuances will shine the brightest.
Going forward, modern shoppers expect both speed and flexibility in their experiences. To remain relevant, retailers need to anticipate changing consumer behaviours and design strategies that balance inspiration with ease. This means creating seamless pathways for discovery, comparison, and purchase—ensuring a smooth journey from research to checkout.
(Views are personal)
