Skin Care in India

Euromonitor International
July 2023
SKIN CARE IN INDIA Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Functional skin care gains popularity amongst younger consumers ......................................... 1
Ayurveda continues to gain momentum in skin care................................................................. 1
Blurring of the distinction between skin care and colour cosmetics .......................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Skin care expected to see consistent growth in the forecast period ......................................... 2
Restoring the skin barrier will continue to be important in the forecast period .......................... 3
Growing urbanisation and rising number of dual-income households set to fuel growth in the
forecast period .......................................................................................................................... 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Skin Care by Category: Value 2017-2022 ...................................... 3
Table 2 Sales of Skin Care by Category: % Value Growth 2017-2022 ..................... 4
Table 3 NBO Company Shares of Skin Care: % Value 2018-2022 ........................... 5
Table 4 LBN Brand Shares of Skin Care: % Value 2019-2022 ................................. 6
Table 5 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022 .................... 7
Table 6 LBN Brand Shares of Anti-agers: % Value 2019-2022 ................................. 8
Table 7 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-
2022 ............................................................................................................. 9
Table 8 LBN Brand Shares of General Purpose Body Care: % Value 2019-
2022 ............................................................................................................. 9
Table 9 LBN Brand Shares of Premium Skin Care: % Value 2019-2022 ................ 10
Table 10 Forecast Sales of Skin Care by Category: Value 2022-2027 ..................... 10
Table 11 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027..... 11

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SKIN CARE IN INDIA Passport 1

SKIN CARE IN INDIA

KEY DATA FINDINGS
▪ Retail value sales increase by 11% in current terms in 2022 to INR188 billion
▪ Hand care is the best performing category in 2022, with retail value sales increasing by 13%
in current terms to INR844 million
▪ Hindustan Unilever Ltd is the leading player in 2022, with a retail value share of 34%
▪ Retail sales are set to rise at a current value CAGR of 9% (2022 constant value CAGR of 5%)
over the forecast period to INR295 billion

2022 DEVELOPMENTS

Functional skin care gains popularity amongst younger consumers

People are becoming increasingly keen to care for their skin as they become more aware of
the negative effects that pollution, stress, and lifestyle choices can have on skin health.
Consumers in India are therefore increasingly turning to functional skin care products, which
focus on addressing skin issues and offer noticeable improvements. Moreover, the rise of social
media and beauty influencers has played a significant role in propagating functional skin care,
as people seek advice, reviews, and recommendations and adopt new skin care ingredients.
Skin care brands have highly promoted the concept of maintaining an entire skin care
regimen with the help of different skin care actives. The reason why these actives have become
popular in the Indian market recently is because younger consumers believe in the efficiency of
these products, and they have received a lot of popularity from social media for their ability to
address specific concerns better than other ingredients. During 2022, a lot of active-based
Indian skin care brands became popular, such as Dr Sheth’s and Minimalist. With the right
amount of knowledge, more people now know more about their skin concerns and the
ingredients which are specialised for solving these problems.
As functional skin care gains momentum, it is driving innovation and encouraging brands to
develop formulations which focus on the use of specific ingredients. In addition, rising
awareness of functional skin care also has the benefit of expanding the consumer base,
including both men and women of different age groups, further propelling the growth of skin care
in India.

Ayurveda continues to gain momentum in skin care

Ayurveda, originating from ancient India, is a holistic system of medicine focused on achieving
balance and harmony in the body, mind, and spirit through natural remedies and lifestyle
practices. In India, Ayurvedic skin care has gained significant momentum as people are
embracing its ancient wisdom and holistic approach to health and beauty. Increasing awareness
of the risks of synthetic ingredients and the preference for natural skin care has positioned
Ayurvedic beauty products as a trusted choice. Over the past few years, there has been a surge
in demand for products categorised as Ayurvedic.
According to Euromonitor’s Product Claims and Positioning data, the percentage of skin care
products labelled as “Ayurvedic” increased from 5% in 2019 to 8% in 2022; in addition, the
“natural” claim increased rapidly, from 35% in 2019 to 44% in 2022. Ayurvedic and natural
claims have gained prominence due to growing awareness of the benefits associated with
traditional herbal remedies and the desire for chemical-free and sustainable skin care solutions.

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This shift in consumer preference has created a significant opportunity for brands to position
their products as premium options. These brands also invest in elegant, sophisticated packaging
that exudes a sense of refinement and sophistication to give a more premium feel to their
product offerings. According to Euromonitor International’s Economies and Consumers data, the
disposable incomes of Indians recorded a 10% CAGR over the review period from 2017-2022,
with an estimate of an 11% CAGR over the forecast period. Hence, as the purchasing power of
Indian consumers continues to rise, an increasing number of individuals will gravitate towards
premium and luxurious Ayurvedic beauty products.

Blurring of the distinction between skin care and colour cosmetics

In today’s fast-paced lifestyles, where minimalistic skin care has gained significance,
consumers are seeking multipurpose products that offer both colour cosmetics properties and
skin care benefits. These innovative offerings cater to the evolving needs and preferences of
consumers who seek efficient and multifunctional solutions. By combining the benefits of both
categories, these products offer a seamless fusion of beauty and wellness.
Sugar Cosmetics, an Indian beauty brand, recently launched BB serum as a hybrid offering.
Hybrid products offer a dual advantage of saving both time and money, making them highly
favoured by gen Z as a go-to beauty essential. Gen Z, renowned for their fast-paced lifestyles
and inclination towards efficiency, gravitate towards these versatile products that serve multiple
purposes. Tinted moisturisers is another example of a popular hybrid product available in the
market. Maybelline recently launched its newest product in the colour cosmetics/skin care hybrid
segment. Its Fit me Fresh tint is a tinted moisturiser with SPF50 and vitamin C. The evolution of
these hybrid products can streamline beauty routines, saving time and effort for individuals with
busy lifestyles.

PROSPECTS AND OPPORTUNITIES

Skin care expected to see consistent growth in the forecast period

Indian consumers are realising the importance of skin care, and awareness is gradually
increasing. This trend is expected to continue in the forecast period, with consumers becoming
more conscious of the significance of protecting their skin and maintaining a healthy skin care
routine. Social media influencers are contributing in terms of educating younger consumers
especially about the importance of skin care, which has started leading more and more people
to opt for skin care products for regular use. A lot of new D2C brands, such as Dot & Key,
Aqualogica, The Derma Co, and Dr Sheth’s, have gained prominence recently, and thanks to
India’s beauty-specific e-commerce retailer Nykaa, consumers are able to find these products
very easily with the help of e-commerce, which is again helping to boost sales of such skin care
products specifically amongst younger consumers.
Skin care is expected to see consistent retail volume and current value growth in the forecast
period. According to Euromonitor’s Industry Forecast Model, GDP per capita will be the biggest
driving factor for the growth of this category in the forecast period. As Indians’ disposable
incomes increase, more people will start trying new skin care products, and they will invest in
skin care products to follow a regular skin care regimen. With the rising importance of skin care,
some consumers are also expected to invest in premium skin care products, considering it
essential to have healthy and glowing skin.

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Restoring the skin barrier will continue to be important in the forecast

period
The outermost layer of the skin, which protects the body from the outer environment, is the
skin barrier.
SKUs that position themselves as hydrating, moisturising, calming, and soothing are basically
products to restore the skin barrier. Factors such as urbanisation, pollution, lifestyle changes,
and growing awareness of skin care have led to an increase in demand for products that focus
on barrier repair and protection. According to Euromonitor's Product Claims and Positioning
data, 42% of skin care products were positioned as “hydrating” in 2022, rising substantially from
27% in 2019. To cater to this, skin care brands are creating innovative formulations enriched
with ingredients such as ceramides, hyaluronic acid, niacinamide, and antioxidants. These
formulations aim to strengthen the skin barrier, restore moisture, and provide protection against
pollution and other harmful elements. Furthermore, companies are incorporating technology and
digital platforms to provide personalised skin care solutions, such as online consultations, virtual
skin analysis, and customised product recommendations. This not only enhances the consumer
experience but also helps brands establish a strong presence in the digital landscape.

Growing urbanisation and rising number of dual-income households set

to fuel growth in the forecast period
As urbanisation continues to shape the Indian landscape, more individuals are migrating to
cities in pursuit of better career opportunities and improved lifestyles. This urban shift is bringing
forth changes in consumer preference and heightened awareness of skin care and personal
grooming amongst the Indian population. In addition, the forecast for skin care is for substantial
growth, largely driven by the increasing prevalence of dual-income households, particularly in
urban areas. According to Euromonitor’s Economies and Consumers data, the median
disposable income per household is expected to increase by a CAGR of 9% in the forecast
period. As both males and females actively contribute to household income, there is a greater
emphasis on personal grooming and appearance. Rising awareness of the importance of skin
care, fuelled by media influence and the availability of information, will further contribute to the
growth of the category. In addition, the changing gender dynamics within households have led
to a more inclusive approach to skin care, with men showing an increased interest in grooming
and skin care products. This shifting landscape presents an excellent opportunity for skin care
brands to capitalise on the growth in demand.

CATEGORY DATA
Table 1 Sales of Skin Care by Category: Value 2017-2022

INR million
2017 2018 2019 2020 2021 2022

Body Care 17,045.3 19,103.7 21,185.1 21,468.1 23,722.6 26,652.4

- Firming/Anti- 1,818.2 2,148.3 2,512.1 2,365.7 2,683.2 3,077.7
Cellulite Body Care
-- Premium Firming/Anti- 1,165.2 1,389.5 1,641.0 1,544.2 1,772.0 2,061.3
Cellulite Body Care
-- Mass Firming/Anti- 653.0 758.8 871.1 821.5 911.2 1,016.4
Cellulite Body Care
- General Purpose Body 15,227.1 16,955.4 18,672.9 19,102.4 21,039.4 23,574.7
Care
-- Premium General - - - - - -

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Purpose Body Care

-- Mass General Purpose 15,227.1 16,955.4 18,672.9 19,102.4 21,039.4 23,574.7
Body Care
Facial Care 105,015.7 115,286.6 125,190.7 129,395.8 147,349.3 163,548.0
- Acne Treatments 593.8 664.0 736.4 771.4 857.0 983.9
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 593.8 664.0 736.4 771.4 857.0 983.9
- Face Masks 2,928.8 3,325.4 3,729.2 4,034.5 5,027.9 5,566.6
-- Premium Face Masks 136.7 152.5 168.6 171.3 189.9 209.3
-- Mass Face Masks 2,792.1 3,172.9 3,560.6 3,863.2 4,838.0 5,357.3
- Facial Cleansers 26,426.4 29,725.3 33,010.2 34,202.1 40,886.9 46,856.4
-- Liquid/Cream/Gel/Bar 26,346.7 29,633.5 32,905.2 34,091.9 40,764.6 46,719.2
Cleansers
--- Premium Liquid/ 2,238.7 2,616.8 3,001.5 3,148.6 3,683.9 4,276.2
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 24,108.0 27,016.7 29,903.7 30,943.3 37,080.7 42,443.0
Gel/Bar Cleansers
-- Facial Cleansing Wipes 79.7 91.7 105.0 110.2 122.3 137.2
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 79.7 91.7 105.0 110.2 122.3 137.2
Cleansing Wipes
- Moisturisers And 72,716.3 78,913.0 84,727.4 87,206.5 96,989.6 106,117.9
Treatments
-- Basic Moisturisers 66,293.6 71,503.6 76,284.5 78,436.6 86,939.4 94,788.8
--- Premium Basic 3,525.4 4,090.6 4,691.9 4,911.0 5,605.4 6,240.5
Moisturisers
--- Mass Basic 62,768.1 67,413.0 71,592.6 73,525.6 81,334.0 88,548.3
Moisturisers
-- Anti-Agers 6,422.8 7,409.5 8,442.9 8,769.9 10,050.2 11,329.1
--- Premium Anti-Agers 1,382.5 1,625.3 1,895.2 2,012.7 2,269.9 2,458.7
--- Mass Anti-Agers 5,040.3 5,784.2 6,547.7 6,757.3 7,780.3 8,870.3
- Lip Care 942.0 1,099.5 1,270.0 1,365.2 1,587.9 1,798.5
-- Premium Lip Care - - - - - -
-- Mass Lip Care 942.0 1,099.5 1,270.0 1,365.2 1,587.9 1,798.5
- Toners 1,408.3 1,559.4 1,717.6 1,816.1 2,000.1 2,224.7
-- Premium Toners 236.0 261.4 287.2 297.1 319.5 350.4
-- Mass Toners 1,172.3 1,298.0 1,430.4 1,519.1 1,680.5 1,874.3
Hand Care 448.2 524.2 605.9 647.7 745.9 843.5
- Premium Hand Care - - - - - -
- Mass Hand Care 448.2 524.2 605.9 647.7 745.9 843.5
Skin Care Sets/Kits - - - - - -
- Premium Skin Care - - - - - -
Sets/Kits
- Mass Skin Care Sets/ - - - - - -
Kits
Skin Care 122,509.1 134,914.5 146,981.6 151,511.6 171,817.8 191,043.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Skin Care by Category: % Value Growth 2017-2022

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

Body Care 12.4 9.4 56.4

- Firming/Anti-Cellulite Body Care 14.7 11.1 69.3
-- Premium Firming/Anti-Cellulite Body Care 16.3 12.1 76.9

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-- Mass Firming/Anti-Cellulite Body Care 11.5 9.3 55.7

- General Purpose Body Care 12.0 9.1 54.8
-- Premium General Purpose Body Care - - -
-- Mass General Purpose Body Care 12.0 9.1 54.8
Facial Care 11.0 9.3 55.7
- Acne Treatments 14.8 10.6 65.7
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 14.8 10.6 65.7
- Face Masks 10.7 13.7 90.1
-- Premium Face Masks 10.2 8.9 53.1
-- Mass Face Masks 10.7 13.9 91.9
- Facial Cleansers 14.6 12.1 77.3
-- Liquid/Cream/Gel/Bar Cleansers 14.6 12.1 77.3
--- Premium Liquid/Cream/Gel/Bar Cleansers 16.1 13.8 91.0
--- Mass Liquid/Cream/Gel/Bar Cleansers 14.5 12.0 76.1
-- Facial Cleansing Wipes 12.2 11.5 72.2
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 12.2 11.5 72.2
- Moisturisers And Treatments 9.4 7.9 45.9
-- Basic Moisturisers 9.0 7.4 43.0
--- Premium Basic Moisturisers 11.3 12.1 77.0
--- Mass Basic Moisturisers 8.9 7.1 41.1
-- Anti-Agers 12.7 12.0 76.4
--- Premium Anti-Agers 8.3 12.2 77.8
--- Mass Anti-Agers 14.0 12.0 76.0
- Lip Care 13.3 13.8 90.9
-- Premium Lip Care - - -
-- Mass Lip Care 13.3 13.8 90.9
- Toners 11.2 9.6 58.0
-- Premium Toners 9.7 8.2 48.5
-- Mass Toners 11.5 9.8 59.9
Hand Care 13.1 13.5 88.2
- Premium Hand Care - - -
- Mass Hand Care 13.1 13.5 88.2
Skin Care Sets/Kits - - -
- Premium Skin Care Sets/Kits - - -
- Mass Skin Care Sets/Kits - - -
Skin Care 11.2 9.3 55.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 NBO Company Shares of Skin Care: % Value 2018-2022

% retail value rsp

Company 2018 2019 2020 2021 2022

Hindustan Unilever Ltd 39.9 38.8 34.0 34.1 33.2

Himalaya Drug Co, The 6.6 6.8 7.7 7.9 8.3
Honasa Consumer Pvt Ltd - 0.3 1.3 3.6 5.1
L'Oréal India Pvt Ltd 5.5 5.5 4.1 4.7 4.9
Johnson & Johnson (India) 3.8 3.8 3.8 3.7 3.3
Ltd
Nivea India Pvt Ltd 3.9 3.9 3.3 3.1 3.1
Lotus Herbals Pvt Ltd 2.6 2.4 1.8 2.0 2.0
Emami Ltd 2.3 2.2 2.1 1.9 1.9
Quest Retail Pvt Ltd 1.9 2.0 1.7 1.6 1.7
Procter & Gamble Home 1.8 1.8 1.7 1.6 1.6
Products Ltd
Piramal Enterprises Ltd 1.4 1.4 1.4 1.4 1.4

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Oriflame India Pvt Ltd 2.7 2.6 2.4 1.9 1.4

Amway India Enterprises 1.9 1.7 1.5 1.2 1.0
Pvt Ltd
Zydus Wellness Ltd 1.0 1.0 1.0 1.0 1.0
Elca Cosmetics Pvt Ltd 0.5 0.6 0.7 0.7 0.7
Hindustan Lever Network 0.5 0.5 0.5 0.5 0.5
Shiseido Beauty Co Ltd 0.4 0.5 0.5 0.5 0.4
Modicare Ltd 0.5 0.5 0.5 0.5 0.4
Three-N-Products Pvt Ltd 0.4 0.5 0.5 0.4 0.4
CavinKare Pvt Ltd 0.5 0.5 0.4 0.4 0.4
Bioveda Action Research 0.3 0.3 0.3 0.3 0.3
Pvt Ltd
Clarins SA 0.2 0.2 0.2 0.2 0.2
Avon Beauty Products 0.5 0.4 0.3 0.3 0.1
India Pvt Ltd
VLCC Personal Care Ltd 0.1 0.1 0.1 0.1 0.1
Marico Ltd 0.1 0.1 0.1 0.1 0.1
Elder Pharmaceuticals Ltd 0.1 0.1 0.1 0.1 0.1
Reckitt Benckiser (India) - - - - -
Ltd
Others 20.4 21.5 28.1 26.2 26.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 LBN Brand Shares of Skin Care: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Fair & Lovely Hindustan Unilever Ltd 24.8 21.0 21.1 20.3
(Unilever Group)
Himalaya Herbals Himalaya Drug Co, The 6.8 7.7 7.9 8.3
Pond's (Unilever Group) Hindustan Unilever Ltd 5.7 5.2 5.2 5.2
Mamaearth Honasa Consumer Pvt Ltd 0.3 1.3 3.6 5.1
Vaseline Intensive Hindustan Unilever Ltd 4.1 3.7 3.7 3.7
Care (Unilever Group)
Garnier Skin Naturals L'Oréal India Pvt Ltd 3.8 2.5 3.1 3.3
(L'Oréal Groupe)
Nivea (Beiersdorf AG) Nivea India Pvt Ltd 3.4 2.8 2.7 2.7
Clean & Clear Johnson & Johnson (India) 3.2 3.1 3.1 2.6
(Johnson & Johnson Inc) Ltd
Lakmé (Unilever Group) Hindustan Unilever Ltd 2.5 2.6 2.6 2.6
Lotus Herbals Lotus Herbals Pvt Ltd 2.4 1.8 2.0 2.0
The Body Shop Quest Retail Pvt Ltd 2.0 1.7 1.6 1.7
(Natura&Co)
Olay (Procter & Procter & Gamble Home 1.8 1.7 1.6 1.6
Gamble Co, The) Products Ltd
Emami Fair & Handsome Emami Ltd 1.8 1.7 1.5 1.5
Lactocalamine Piramal Enterprises Ltd 1.4 1.4 1.4 1.4
Garnier Men (L'Oréal L'Oréal India Pvt Ltd 1.0 1.0 1.0 1.0
Groupe)
Ever Yuth (Zydus Zydus Wellness Ltd 1.0 1.0 1.0 1.0
Cadila Group)
Neutrogena (Johnson & Johnson & Johnson (India) 0.7 0.7 0.7 0.6
Johnson Inc) Ltd
Fair & Lovely Men Hindustan Unilever Ltd 0.8 0.7 0.6 0.6
(Unilever Group)
Aviance (Unilever Hindustan Lever Network 0.5 0.5 0.5 0.5

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Group)
Shiseido (Shiseido Co Shiseido Beauty Co Ltd 0.5 0.5 0.5 0.4
Ltd)
Essensual 20 (KK Modi Modicare Ltd 0.5 0.5 0.5 0.4
Group, The)
Ayur Three-N-Products Pvt Ltd 0.5 0.5 0.4 0.4
Nivea Lip Care Nivea India Pvt Ltd 0.5 0.4 0.4 0.4
(Beiersdorf AG)
Fairever CavinKare Pvt Ltd 0.5 0.4 0.4 0.4
Attitude (Amway Corp) Amway India Enterprises 0.6 0.6 0.5 0.4
Pvt Ltd
Artistry (Amway Corp) Amway India Enterprises 0.6 0.6 0.5 0.4
Pvt Ltd
Dove (Unilever Group) Hindustan Unilever Ltd 0.4 0.4 0.4 0.3
Clinique (Estée Elca Cosmetics Pvt Ltd 0.3 0.3 0.3 0.3
Lauder Cos Inc)
Estée Lauder (Estée Elca Cosmetics Pvt Ltd 0.3 0.3 0.3 0.3
Lauder Cos Inc)
Himani Boroplus Emami Ltd 0.3 0.3 0.3 0.3
Others Others 27.2 33.3 30.8 30.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Fair & Lovely Hindustan Unilever Ltd 45.2 38.3 39.9 39.2
(Unilever Group)
Pond's (Unilever Group) Hindustan Unilever Ltd 4.2 3.8 3.9 4.0
Emami Fair & Handsome Emami Ltd 3.4 3.2 3.1 3.1
Mamaearth Honasa Consumer Pvt Ltd 0.2 0.8 2.2 2.9
Lactocalamine Piramal Enterprises Ltd 2.7 2.7 2.7 2.8
Garnier Skin Naturals L'Oréal India Pvt Ltd 2.8 1.9 2.4 2.6
(L'Oréal Groupe)
Garnier Men (L'Oréal L'Oréal India Pvt Ltd 1.9 1.9 1.9 2.0
Groupe)
Lotus Herbals Lotus Herbals Pvt Ltd 2.2 1.6 1.8 1.9
Lakmé (Unilever Group) Hindustan Unilever Ltd 1.6 1.6 1.6 1.7
Fair & Lovely Men Hindustan Unilever Ltd 1.6 1.3 1.3 1.2
(Unilever Group)
Fairever CavinKare Pvt Ltd 0.9 0.9 0.8 0.8
The Body Shop Quest Retail Pvt Ltd 0.8 0.7 0.7 0.8
(Natura&Co)
Aviance (Unilever Hindustan Lever Network 0.7 0.7 0.6 0.6
Group)
Artistry (Amway Corp) Amway India Enterprises 0.7 0.6 0.5 0.4
Pvt Ltd
Essensual 20 (KK Modi Modicare Ltd 0.4 0.4 0.4 0.4
Group, The)
Oriflame Essentials Oriflame India Pvt Ltd 0.7 0.6 0.5 0.4
(Oriflame Cosmetics SA)
Estée Lauder (Estée Elca Cosmetics Pvt Ltd 0.2 0.3 0.3 0.4
Lauder Cos Inc)
Olay (Procter & Procter & Gamble Home 0.4 0.4 0.4 0.4
Gamble Co, The) Products Ltd
Shiseido (Shiseido Co Shiseido Beauty Co Ltd 0.3 0.4 0.4 0.3

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Ltd)
Clinique (Estée Elca Cosmetics Pvt Ltd 0.3 0.3 0.3 0.3
Lauder Cos Inc)
Vichy (L'Oréal Groupe) L'Oréal India Pvt Ltd 0.3 0.3 0.3 0.3
Clarins Clarins SA 0.2 0.2 0.2 0.2
Attitude (Amway Corp) Amway India Enterprises 0.4 0.3 0.3 0.2
Pvt Ltd
Neutrogena (Johnson & Johnson & Johnson (India) 0.2 0.2 0.2 0.2
Johnson Inc) Ltd
Kiehl's (L'Oréal L'Oréal India Pvt Ltd 0.2 0.2 0.2 0.2
Groupe)
Bobbi Brown (Estée Elca Cosmetics Pvt Ltd 0.2 0.3 0.2 0.2
Lauder Cos Inc)
Fair One (Shahnaz Elder Pharmaceuticals Ltd 0.2 0.2 0.1 0.1
Ayurvedic Pvt Ltd)
Oriflame North For Oriflame India Pvt Ltd 0.2 0.1 0.1 0.1
Men (Oriflame
Cosmetics SA)
Avon Care (Natura&Co) Avon Beauty Products - 0.2 0.1 0.1
India Pvt Ltd
Lancôme (L'Oréal L'Oréal India Pvt Ltd 0.1 0.0 0.1 0.1
Groupe)
Avon Care (Avon Avon Beauty Products 0.3 - - -
Products Inc) India Pvt Ltd
Others Others 26.5 35.5 32.4 31.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Anti-agers: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Olay (Procter & Procter & Gamble Home 16.6 16.3 14.9 15.3
Gamble Co, The) Products Ltd
Pond's (Unilever Group) Hindustan Unilever Ltd 12.4 11.0 11.0 11.0
Garnier Skin Naturals L'Oréal India Pvt Ltd 11.5 7.5 9.2 9.7
(L'Oréal Groupe)
Lotus Herbals Lotus Herbals Pvt Ltd 9.6 7.0 7.6 7.6
Lakmé (Unilever Group) Hindustan Unilever Ltd 6.7 6.6 6.6 6.6
L'Oréal Paris L'Oréal India Pvt Ltd 3.1 2.8 3.1 3.2
(L'Oréal Groupe)
Himalaya Herbals Himalaya Drug Co, The 1.9 2.1 2.1 2.1
Estée Lauder (Estée Elca Cosmetics Pvt Ltd 2.2 2.3 2.3 1.8
Lauder Cos Inc)
Clarins Clarins SA 1.5 1.5 1.4 1.4
Artistry (Amway Corp) Amway India Enterprises 2.3 2.0 1.7 1.3
Pvt Ltd
Aviance (Unilever Hindustan Lever Network 0.7 0.7 0.7 0.7
Group)
Avon (Natura&Co) Avon Beauty Products - 1.0 1.1 0.5
India Pvt Ltd
The Body Shop Quest Retail Pvt Ltd 0.5 0.4 0.4 0.4
(Natura&Co)
Ayur Three-N-Products Pvt Ltd 0.4 0.3 0.3 0.3
Essensual 20 (KK Modi Modicare Ltd 0.3 0.2 0.2 0.2
Group, The)
Avène (Pierre Fabre Abbott India Ltd 0.2 0.1 0.1 0.1

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SA, Laboratoires)
Oriflame Diamond Oriflame India Pvt Ltd 0.2 0.2 0.1 0.1
Cellular (Oriflame
Cosmetics SA)
Avon (Avon Products Avon Beauty Products 0.8 - - -
Inc) India Pvt Ltd
The Body Shop Quest Retail Pvt Ltd - - - -
(L'Oréal Groupe)
Others Others 28.9 37.9 37.1 37.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Shiseido (Shiseido Co Shiseido Beauty Co Ltd 8.6 9.3 9.2 9.1

Ltd)
VLCC VLCC Personal Care Ltd 8.0 8.2 8.1 7.7
Oriflame Perfect Body Oriflame India Pvt Ltd 5.5 5.3 4.3 3.2
(Oriflame Cosmetics SA)
Lancôme (L'Oréal L'Oréal India Pvt Ltd 3.7 1.1 1.5 1.5
Groupe)
Avon Solutions (Avon Avon Beauty Products - - - -
Products Inc) India Pvt Ltd
Others Others 74.2 76.0 76.9 78.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Vaseline Intensive Hindustan Unilever Ltd 31.9 28.7 29.6 29.4

Care (Unilever Group)
Nivea (Beiersdorf AG) Nivea India Pvt Ltd 17.5 14.2 14.0 13.3
The Body Shop Quest Retail Pvt Ltd 7.8 6.6 6.6 6.9
(Natura&Co)
Pond's (Unilever Group) Hindustan Unilever Ltd 7.1 6.3 6.5 6.5
Mamaearth Honasa Consumer Pvt Ltd 0.2 0.8 2.2 4.4
Olay (Procter & Procter & Gamble Home 4.2 4.0 3.8 3.6
Gamble Co, The) Products Ltd
Lakmé (Unilever Group) Hindustan Unilever Ltd 2.6 2.7 2.8 2.8
Himani Boroplus Emami Ltd 2.4 2.4 2.4 2.3
G&H (Amway Corp) Amway India Enterprises 3.4 3.0 2.5 2.1
Pvt Ltd
Parachute Body Lotion Marico Ltd 1.0 1.0 1.0 0.9
Emami Vasocare Emami Ltd 1.0 0.9 0.9 0.9
Petroleum Jelly
Attitude (Amway Corp) Amway India Enterprises 1.1 1.0 0.8 0.7
Pvt Ltd
Essensual 20 (KK Modi Modicare Ltd 0.7 0.7 0.7 0.7
Group, The)

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SKIN CARE IN INDIA Passport 10

Oriflame Nature Oriflame India Pvt Ltd 1.0 0.9 0.7 0.5
(Oriflame Cosmetics SA)
Avon (Natura&Co) Avon Beauty Products - 0.4 0.4 0.1
India Pvt Ltd
Avon (Avon Products Avon Beauty Products 0.4 - - -
Inc) India Pvt Ltd
The Body Shop Quest Retail Pvt Ltd - - - -
(L'Oréal Groupe)
Others Others 17.7 26.5 25.1 24.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 LBN Brand Shares of Premium Skin Care: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Shiseido (Shiseido Co Shiseido Beauty Co Ltd 5.7 6.0 5.7 5.5

Ltd)
Artistry (Amway Corp) Amway India Enterprises 7.5 6.9 5.7 4.4
Pvt Ltd
Clinique (Estée Elca Cosmetics Pvt Ltd 3.2 3.3 3.6 3.5
Lauder Cos Inc)
Estée Lauder (Estée Elca Cosmetics Pvt Ltd 3.2 3.5 3.5 3.5
Lauder Cos Inc)
Vichy (L'Oréal Groupe) L'Oréal India Pvt Ltd 3.3 2.9 2.9 2.9
Clarins Clarins SA 2.8 2.9 2.8 2.7
Kiehl's (L'Oréal L'Oréal India Pvt Ltd 1.4 1.2 1.3 1.3
Groupe)
Bobbi Brown (Estée Elca Cosmetics Pvt Ltd 1.1 2.1 1.4 1.2
Lauder Cos Inc)
Lancôme (L'Oréal L'Oréal India Pvt Ltd 2.4 0.7 0.9 0.9
Groupe)
Avène (Pierre Fabre Abbott India Ltd 0.6 0.4 0.4 0.4
SA, Laboratoires)
Artistry Moisture Amway India Enterprises 0.2 0.2 0.2 0.1
Intense Masque (Amway Pvt Ltd
Corp)
Others Others 68.5 69.9 71.7 73.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Forecast Sales of Skin Care by Category: Value 2022-2027

INR million
2022 2023 2024 2025 2026 2027

Body Care 26,652.4 28,639.9 30,706.6 32,835.5 35,095.7 37,326.4

- Firming/Anti- 3,077.7 3,391.6 3,732.2 4,106.9 4,518.1 4,949.7
Cellulite Body Care
-- Premium Firming/Anti- 2,061.3 2,299.4 2,557.9 2,842.9 3,155.7 3,485.3
Cellulite Body Care
-- Mass Firming/Anti- 1,016.4 1,092.1 1,174.3 1,264.0 1,362.3 1,464.4
Cellulite Body Care
- General Purpose Body 23,574.7 25,248.4 26,974.4 28,728.6 30,577.6 32,376.7

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Care
-- Premium General - - - - - -
Purpose Body Care
-- Mass General Purpose 23,574.7 25,248.4 26,974.4 28,728.6 30,577.6 32,376.7
Body Care
Facial Care 163,548.0 170,755.7 177,632.6 184,890.5 192,086.0 198,934.4
- Acne Treatments 983.9 1,047.8 1,111.0 1,175.6 1,241.2 1,302.8
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 983.9 1,047.8 1,111.0 1,175.6 1,241.2 1,302.8
- Face Masks 5,566.6 5,845.0 6,132.4 6,426.2 6,721.9 7,008.6
-- Premium Face Masks 209.3 217.6 226.0 234.4 242.9 250.8
-- Mass Face Masks 5,357.3 5,627.5 5,906.4 6,191.7 6,479.0 6,757.8
- Facial Cleansers 46,856.4 50,730.8 54,682.5 58,798.1 63,063.5 67,226.9
-- Liquid/Cream/Gel/Bar 46,719.2 50,583.0 54,523.2 58,628.3 62,885.6 67,039.1
Cleansers
--- Premium Liquid/ 4,276.2 4,676.2 5,098.9 5,555.0 6,044.5 6,544.9
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 42,443.0 45,906.8 49,424.3 53,073.3 56,841.1 60,494.2
Gel/Bar Cleansers
-- Facial Cleansing Wipes 137.2 147.8 159.3 169.8 177.9 187.8
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 137.2 147.8 159.3 169.8 177.9 187.8
Cleansing Wipes
- Moisturisers And 106,117.9 108,862.2 111,180.7 113,695.0 115,984.8 118,044.0
Treatments
-- Basic Moisturisers 94,788.8 96,784.3 98,288.5 99,956.8 101,370.6 102,581.1
--- Premium Basic 6,240.5 6,619.7 6,994.9 7,403.1 7,837.7 8,271.9
Moisturisers
--- Mass Basic 88,548.3 90,164.6 91,293.6 92,553.6 93,532.9 94,309.2
Moisturisers
-- Anti-Agers 11,329.1 12,077.9 12,892.2 13,738.2 14,614.2 15,462.9
--- Premium Anti-Agers 2,458.7 2,561.8 2,730.1 2,912.4 3,111.2 3,315.2
--- Mass Anti-Agers 8,870.3 9,516.1 10,162.1 10,825.8 11,502.9 12,147.7
- Lip Care 1,798.5 1,908.8 2,022.9 2,144.7 2,271.4 2,401.3
-- Premium Lip Care - - - - - -
-- Mass Lip Care 1,798.5 1,908.8 2,022.9 2,144.7 2,271.4 2,401.3
- Toners 2,224.7 2,361.2 2,503.1 2,650.9 2,803.3 2,950.9
-- Premium Toners 350.4 366.2 386.5 408.1 430.0 452.3
-- Mass Toners 1,874.3 1,994.9 2,116.5 2,242.9 2,373.3 2,498.6
Hand Care 843.5 899.4 956.8 1,018.4 1,081.9 1,147.2
- Premium Hand Care - - - - - -
- Mass Hand Care 843.5 899.4 956.8 1,018.4 1,081.9 1,147.2
Skin Care Sets/Kits - - - - - -
- Premium Skin Care - - - - - -
Sets/Kits
- Mass Skin Care Sets/ - - - - - -
Kits
Skin Care 191,043.8 200,295.0 209,296.0 218,744.3 228,263.5 237,408.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

Body Care 7.5 7.0 40.0

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- Firming/Anti-Cellulite Body Care 10.2 10.0 60.8

-- Premium Firming/Anti-Cellulite Body Care 11.6 11.1 69.1
-- Mass Firming/Anti-Cellulite Body Care 7.5 7.6 44.1
- General Purpose Body Care 7.1 6.6 37.3
-- Premium General Purpose Body Care - - -
-- Mass General Purpose Body Care 7.1 6.6 37.3
Facial Care 4.4 4.0 21.6
- Acne Treatments 6.5 5.8 32.4
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 6.5 5.8 32.4
- Face Masks 5.0 4.7 25.9
-- Premium Face Masks 4.0 3.7 19.8
-- Mass Face Masks 5.0 4.8 26.1
- Facial Cleansers 8.3 7.5 43.5
-- Liquid/Cream/Gel/Bar Cleansers 8.3 7.5 43.5
--- Premium Liquid/Cream/Gel/Bar Cleansers 9.4 8.9 53.1
--- Mass Liquid/Cream/Gel/Bar Cleansers 8.2 7.3 42.5
-- Facial Cleansing Wipes 7.7 6.5 36.8
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 7.7 6.5 36.8
- Moisturisers And Treatments 2.6 2.2 11.2
-- Basic Moisturisers 2.1 1.6 8.2
--- Premium Basic Moisturisers 6.1 5.8 32.6
--- Mass Basic Moisturisers 1.8 1.3 6.5
-- Anti-Agers 6.6 6.4 36.5
--- Premium Anti-Agers 4.2 6.2 34.8
--- Mass Anti-Agers 7.3 6.5 36.9
- Lip Care 6.1 6.0 33.5
-- Premium Lip Care - - -
-- Mass Lip Care 6.1 6.0 33.5
- Toners 6.1 5.8 32.6
-- Premium Toners 4.5 5.2 29.1
-- Mass Toners 6.4 5.9 33.3
Hand Care 6.6 6.3 36.0
- Premium Hand Care - - -
- Mass Hand Care 6.6 6.3 36.0
Skin Care Sets/Kits - - -
- Premium Skin Care Sets/Kits - - -
- Mass Skin Care Sets/Kits - - -
Skin Care 4.8 4.4 24.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International