Skin Care in India

PRE-COVID-19 PERFORMANCE

New brand entrants embrace natural and sustainable trends thanks to growing consumer awareness

Skin care continued to witness the entry of several new brands in 2019. These included international brands such as Laneige owned by Korean company Amore Pacific and UK-based Simple Skincare, which entered India through omnichannel beauty specialist retailer Nykaa.

Growing emphasis on the importance of healthier lifestyles and holistic wellbeing

According to Euromonitor International’s Health and Nutrition Survey (2019), feeling “good”, eating a balanced diet and mental wellbeing were key factors among Indian consumers as indicating good health. In line with this, Ayurveda returned to popularity in the skin care category leading to what was referred to as “Ayurveda 2.

Hindustan Unilever retains outright lead with a focus on natural skin care products

In 2019, Hindustan Unilever remained the outright leader in skin care. The company was present in a variety of categories including facial care, hand care and body care.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 6% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Covid-19 is expected to have a positive impact on some skin care products in 2020. During lockdown, the forced closure of spas and hair salons made homes the new wellness hubs with consumers increasing their usage of products such as face masks and moisturisers to maintain their skin health.

Recovery and opportunities

Once lockdown eases and consumers begin venturing outside their homes sales growth of skin care are likely to return to more normal rates. While value growth at constant 2019 prices will likely remain somewhat dampened in 2021, annual growth rates will gradually rise over the remainder of the forecast period.

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