The latest episode of WTF is Podcast, hosted by investor and entrepreneur Nikhil Kamath, took a deep dive into India’s fast-evolving beauty and personal care market. Joined by Bhakti Modi (CEO, Tira), Diipa Khosla (Founder, Inde Wild), and Shantanu Deshpande (Founder, Bombay Shaving Company), the discussion unraveled consumer shifts, premiumization, and the entrepreneurial journey shaping the sector.

Key Takeaways from the Discussion

• India’s Beauty Economy at Scale
  Shantanu highlighted the sector’s size—hair care alone stands at ₹7–8 billion, skincare at ₹6 billion, makeup at ₹3 billion, and fragrances also at ₹3 billion. Bhakti noted that beauty is growing at 10% annually, outpacing personal care overall.

• Premiumisation on the Rise
  Products above ₹1,000 are classified as premium, while those above ₹2,500 are considered luxury. While the mass market dominates, Bhakti stressed that consumers increasingly seek aspirational upgrades, making premiumisation a steady trend.

• Community Over Competition
  Diipa underlined the importance of loyalty-driven communities, stating, “Products can be copied, but communities cannot.” Authenticity, shared values, and relatable voices emerged as crucial tools for building lasting consumer trust.

• Salons and Beyond
  While salons remain discovery hubs for millennials, Gen Z is shifting toward home-based beauty experiences. Influencers and key opinion leaders are becoming the new “experts” for younger audiences.

• Emerging Beauty Trends
  Ten broad shifts are shaping the industry, including:

  • Nostalgia-driven “reimagined old” products

  • A growing pride in Indian identity over Western ideals

  • Food-inspired skincare and cosmetics

  • Rapid demand in Tier-2 and Tier-3 cities

  • Reinvention of Ayurveda into “Ayurvedistry”

  • Expansion of omnichannel retail strategies

  • Sampling and minis as trial and revenue drivers

  • Sustainability as a hygiene factor, not just a trend

  • Skinimalism or “less is more” products

  • A fragrance boom, led by gender-neutral and gourmand notes

• Influencer Power & AI Personalisation
  From nano-influencers driving conversions to AI-enabled personalization, the panel agreed that technology and consumer advocacy will define the future. However, 67% of first-time purchases are still expected to happen offline by 2028.

• Celebrity Brands & Startup Wisdom
  Celebrity-backed beauty labels remain relevant if grounded in authenticity and strong product quality. Wrapping up, the panelists offered entrepreneurial lessons—Bhakti advised focusing on “progress, not perfection,” Diipa emphasized anchoring in purpose and people, while Shantanu reminded founders that true business value compounds over decades.

The episode captured India’s beauty market as an industry at the intersection of tradition, innovation, and cultural confidence—one where entrepreneurs must balance aspiration with authenticity.

Watch Full Episode Here : Nikhil Kamath Explores India’s Beauty Revolution

By: Arushi Agarwal