India’s beauty growth spills across retail, dermocosmetics and exports

India’s beauty and personal care industry is experiencing transformative growth, marked by domestic expansion, surging demand for science-backed skin care, and growing international involvement.

The country’s beauty and personal care market recently surpassed its US$30 billion valuation, fueled by rising incomes, urbanization, and the boom of e-commerce and quick commerce.

Indian online retail giants, such as Reliance Retail, are making moves to capture the growing e-commerce space that has funneled access into beauty. Meanwhile, international retailers are adding Indian labels to their shelves, and domestic medical players are doubling down on their cosmetic activities.

Personal Care Insights tracks the recent moves that are centering India in beauty’s next growth chapter.

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Reliance Retail has expanded its fashion platform, Ajio, to include skin care, makeup, hair care, and fragrances. The new platform, Ajio Beauty, combines Ajio’s digital reach with the skin care know-how of Tira — Reliance Retail’s omnichannel beauty business. 

Ajio Beauty will offer products from over 1,500 Indian and global beauty brands, and has the capacity to deliver to over 19,000 area codes across the country. The platform will offer quick-delivery options to select customers in eligible cities as part of the Ajio Rush service.

“We are looking at growing our online businesses pretty rapidly during this year. We will grow our omni-channel platforms,” Dinesh Taluja, chief financial officer at Reliance Retail, said earlier this month during an earnings call. 

E-commerce growth and demand for clinical skin care are reshaping India’s beauty and personal care landscape.The platform’s expansion comes as multiple international beauty brands increase their digital strategies to target India’s growing beauty consumer base. Partnerships with e-commerce platforms are a growing trend among personal care companies hoping to capture local market share, partially attributable to a growing digitally-native demographic.

Local demand gets clinical

Another example of a brand entering India via a retail partnership is Tira launching the South Korean dermo-cosmetic brand Dr. Melaxin. The move demonstrates that medically-inspired skin care is gaining ground in India.

Dr. Melaxin’s products target pigmentation, enlarged pores, aging, and loss of firmness. The company says its formulations are inspired by the science behind vaccines and are tested by dermatologists for sensitive skin. 

“Indian consumers are curious, informed, and genuinely interested in effective skin care solutions. Their key concerns, from pigmentation to texture and firmness, are exactly what we have set out to address,” says Yu Kyoung Hwa, CEO of Dr. Melaxin.

Beyond Tira’s derma push, pharmaceutical companies are also moving to capitalize on dermo-cosmetics growth. Indian pharmaceuticals giant Glenmark, for example, is reportedly building a dermatology-led consumer care portfolio.

In the company’s latest annual report, it said it has over 120 brands addressing over 15 skin conditions. Brands like Episoft AC and La Shield are part of this drive. Glenmark sees dermatology as a key area for growth, and dermatologists echo the sentiment.

“Medical skin care has moved into the mainstream over the past few years. Consumers today are far more informed and often come to clinics having researched ingredients such as retinol, niacinamide, ceramides, and peptides,” says Dr. Deepali Bhardwaj, founder of dermatological and aesthetic clinics Elska, and senior consultant dermatologist at Max Hospital Superspeciality Saket.

She says Indian consumers are seeking out products that are supported by clinical evidence and dermatologist recommendations, rather than relying on advertising or voluntary brand claims. 

India’s beauty boom is drawing investment from pharmaceutical companies wishing to enter the derma segment.“As a result, dermo-cosmetics are increasingly becoming part of routine skin management, whether for acne, pigmentation, sensitive skin, or healthy aging,” she adds.

In another big move, India’s largest pharmaceutical contract development and manufacturing organization, Akums Drugs and Pharmaceuticals, is buying Oriflame India’s manufacturing business for ₹56 crore (US$5.8 million). The move marks Akums’ entry into color cosmetics and strengthens its position as a contract manufacturer.

International shelf space

Beyond aiming to capture the local beauty consumer’s attention, Indian cosmetic brands are also finding their consumers overseas. UK retailer Superdrug has expanded its international beauty section, adding Indian skin care brand Minimalist to its shelves across 64 stores.

The brand is described as a science-backed, clean beauty brand that emphasizes transparency in its products.

Minimalist marks the latest of Superdrug’s Indian additions. In 2025, the UK retailer debuted a Bollywood actress-founded color cosmetics brand, Kay Beauty, onto its shelves. A year before, Delhicious was rolled out to bridge the gap between traditional South Asian Ayurvedic practices and Western wellness.

Additionally, the UK and India recently signed a free trade agreement, scrapping tariffs on beauty products previously reaching up to 22%. With this smoother trade route now established, British and Indian beauty brands could soon become much closer shelfmates in both markets.