The Rise of Mini Beauty Packs in India

Small packs or 'minis' are becoming a significant trend in the Indian beauty industry. Consumers are eager to experiment with a wider range of makeup and beauty products, moving beyond the traditional lipstick and kajal, but they are also looking for the right price point.

Sunanda Khaitan, Vice President at Lakme, highlights that these small packs not only offer mass affordability but also provide the flexibility for consumers to try new products easily, especially in a market like India where makeup usage beyond weddings and festivities is still growing.

Digital and Quick Commerce: Changing the Beauty Game

With the penetration of makeup in India under 30%, there's ample room for growth. The emergence of new channels like quick commerce is accelerating the adoption of makeup. Products such as nail remover and kajal are now being stocked up through apps like Swiggy and Zepto.

Despite inflation affecting discretionary spending, the beauty segment remains resilient. Khaitan notes, "Aspiration and beauty expression have not seen a slowdown. It has become stronger post-Covid."

Staying Relevant in a Competitive Market

The Indian beauty market is witnessing increased competition with the entry of new-age brands and international players. For established brands like Lakme, the focus is on democratizing makeup and introducing the latest trends at accessible prices, alongside a strong digital presence.

Khaitan shares, "We are 100% on digital... talking to consumers through Spotify, Meta, Snapchat, and Lakme Fashion Week." This strategy is aimed at defining new fashion and beauty trends for Indian consumers.