Skincare industry in India

The Rise of Skincare in India: Trends and Market Insights

1. Skincare has grown from a niche segment to a booming industry in India, with consumers seeking targeted solutions for acne, pigmentation, anti-aging, and hydration.

2. As per a 2023 Statista report, the Indian skincare market is projected to surpass INR 40,000 crores by 2027, driven by growing skincare awareness, influencer marketing, and e-commerce growth.

3. The demand for natural, cruelty-free, and Ayurvedic products has surged, with brands like Mamaearth, The Derma Co., and Wow Skin Science leading the market by offering chemical-free, traditional Indian-based solutions.

4. Despite rapid growth, many D2C skincare brands struggle to stand out due to website UX issues, ineffective marketing strategies, and difficulty in building lasting customer relationships.

Key Trends in India’s Skincare Market

1. Shift Toward Natural Products: Consumers are becoming increasingly aware of the ingredients in the products they use. Brands offering Ayurvedic, vegan, and cruelty-free products are gaining momentum.

2. Online Shopping Surge: With the rise of e-commerce, skincare brands are increasingly moving to direct-to-consumer models. This allows them to build direct relationships with customers and gather valuable data on consumer preferences.

3. Personalised Skin Care: The demand for products tailored to individual skin types and concerns is growing. D2C skincare brands that can offer personalised skincare solutions are likely to capture significant market share.

4. Influencer Marketing: Skincare brands are leveraging social media influencers and content creators to reach a wider audience. Influencer-led recommendations have become a powerful tool in driving brand awareness and conversions.

Case Study: Mamaearth

A prime example of a D2C skincare brand that has leveraged both data-driven strategies and influencer marketing is Mamaearth. The brand entered the Indian skincare market with a strong focus on natural and toxin-free products, and it capitalised on the growing trend of environmentally conscious consumers.

However, the brand’s rapid growth presented new challenges in ensuring a seamless customer experience across its digital touchpoints. By focusing on website optimisation and leveraging performance marketing strategies, Mamaearth improved both its user experience and customer engagement.

Through Glory Media’s Audit and Testing services, brands like Mamaearth could have further-enhanced their website’s performance by optimising product categories, refining the checkout process, and improving SEO to capture even more organic traffic

This is where Glory Media Digital Solutions steps in to make a difference. Our Audit Report provides personalised insights into key areas of website optimisation, including:

1. Visual Design: Ensuring your website reflects your brand’s identity and appeals to your target audience.

2. Content Quality: Crafting compelling copy and visuals to engage users.

3. SEO Optimization: Keeping your brand visible on Google with the right keywords and improved SERP rankings.

4. Usability & Accessibility: Creating an intuitive user experience for all customers.

The skincare industry in India is ripe with potential for D2C brands. However, to remain competitive in this rapidly growing market, it’s crucial to focus on creating an optimal online experience for customers. With the right combination of UX design, performance marketing, and data-driven decision-making, Glory Media Digital Solutions can help skincare brands refine their digital presence, increase conversions, and build lasting customer relationships.

Get in touch with us today to discover how our Audit and Testing services can transform your skincare brand’s digital journey and position it for sustained growth.