How Gen Z Is Redefining India’s $33 Billion Beauty Industry

This change is all the more impactful today because Gen Z represents the largest digital native
demographic in India.

This article, bySimran Kaur (Co-founder & COO, Dermabay), explains how.

Gen Z is Empowered by Digital Connectivity

Gen Zers, who grew up surrounded midst a social media revolution, possess global perspectives;
digital expertise; and hyper-connectedness. They create trends which affect brand development
and product distribution throughout domestic and international markets.

Today, beauty is more than self-care, it’s a practice which combines self-care activities with self-expression methods and activism practices. On the other hand, the purchasing behaviour of Gen Z consumers depends on recommendations from peers and micro-influencers as well as authentic storytelling rather their predecessors who would buy a product simply because their favourite actor was endorsing it.

Their decisions are now calculated, driven by virality and novelty and the desire for Instagrammable moments, which forces brands to create limited-edition drops and bold marketing
campaigns.

Conscious Consumerism: Ethics Over Aesthetics

Beauty means more than physical looks to Gen Zers who base their choices on both ethical
standards and visual preferences. They select brands which provide transparency, cruelty-free in
ingredients packed in sustainable boxes because they value authenticity and social responsibility.

This demographic leans on clean beauty and vegan formulations together with minimalist routines,
which has led to a fast-growing market of organic wellness products. Indian Gen Z consumers have
moved past their historical fixation on fairness because they now focus on skin health, hydration
and protection.

As a result, the industry now faces increased scrutiny of formulations while consumers reject harmful chemicals and show growing distrust toward greenwashing practices.

Self-Expression and Inclusivity

The growing demand for inclusivity from Gen Z consumers forces brands to develop wider product
lines and marketing initiatives that feature diverse models alongside gender-neutral products and
extensive shade options. The personal nature of beauty drives Indian Gen Zers to seek products
which enable them to test their identity and fashion choices.

The BPC sector now focuses on developing innovative products which include K-beauty-style multi-step routines together with curated wellness supplements and fragrance kits to meet GenZ's need for customization.

The youth of today look for more than just beauty products since they fully support brand
narratives along with personalities and community cultures. People seek to find representation and
have their voices heard.

Read: 6 Surprising Facts About Retinol You Didn’t Know for Anti-Ageing and Skincare

Gen Z members dedicate at least 15 minutes each day to self-care rituals as part of their morning and night beauty routines. The “GRWM” video trend, along with skincare diary content, showcases beauty practices that unite physical appearance with dietary choices and restful sleep and mental wellness techniques.

Conclusion: The Future Is Gen Z

The industry needs to adjust its approach to Gen Z's transformative influence to maintain ongoing
success. Gen Z consumers drive beauty industry transformation through their focus on sustainability
and authenticity, and inclusivity, which results in more ethical and personal innovative products.

Beauty brands must learn to draw Gen Z consumers through purposeful branding in addition to their
product offerings. Companies which support the values and goals of this emerging generation stand
as leaders for the upcoming Indian beauty industry expansion.