By Saurav Ojha, Co-Founder, Iberia Pharmaceuticals
India ,23rd september, 2025: India’s skincare narrative is changing, that too at a fast pace. Contrary to earlier experiences, customers are now demanding products that can enhance, rather than ‘fix’ their skin. They are gravitating towards companies that are moving away from superficial branding but focusing on those they can connect with at a deeper level. Additionally, the consumer today wants to tell his or her own story and not look at brands that define it for them.
Are Brands Keeping Up With The Consumer Demand?
Customers want their individuality to not just be respected but also catered to. Given the diversity of demographic in the Indian subcontinent, the focus is now on inclusivity, as well as transparency, and honesty. There are real-life differences among individuals, stemming from characteristics such as age, lifestyle, climate, or just skin type and concern. The brands are gradually reading the room and picking up on consumer demand. However, there is still a long way to go before Indian companies ditch the ‘one-size-fits-all’ narrative.
In addition to women, the brands must also cater to men and non-binary individuals. Concerns like fungal acne or hard water usage are rarely treated as separate issues by the brands even though they are common in the Indian subcontinent. Indian skin does not need a single uniform to fit everyone but an entire wardrobe of options which will vary for each person.
Skin Trends vs Skin Health: What Should We Listen To?
Popular ingredients like niacinamide, peptides, hyaluronic acid, vitamin c, and Retinol dominate shelves as well as our social media feeds. Most consumers encounter them as trendy ingredients, and not something which will support their skin health. While these ingredients might have merit, using such potent actives without proper education can result in sensitive or even damaged skin.
The brands must now focus on customer education and training that breaks free from ‘more is better’. The narrative of skincare must be focused on skin healing and health, and not on pushing ingredients in vogue. The way forward is to create content that educates, and partner with dermatologists over influencers. Brands must now ask the question of how to educate customers and not promote the next trendy ingredient.
Formulated for India: Not Just Made in India
Indian skincare brands usually work with imported formulas, which are made in western countries, suited to their climate and skin type. Locally, concerns around hyperpigmentation, acne dark spots, excessive sun exposure are widely prevalent. The ask now must be to make formulas in India for the local skin type, tailored according to the climate and concerns, and it is about time that companies understand how to build a credible, medical grade brand which has the same credibility as global brands.
Is Healthy Skin Still a Privilege in India?
The barrier of access is not just an e-commerce limitation but also a deficit of credible dermatologists in smaller towns. Affordability of potent formulas is another challenge, especially in smaller towns and cities, where commodities in general are cheaper. To truly democratize skincare, brands must look at creating formulations which are effective, safe, and affordable, backed by credible science.
They must also rework distribution and outreach. That is, can these products reach the local grocery stores, the village dispensary, or the regional e-commerce platform in local languages? Until then, ‘good skin’ will remain a luxury, and not a right available to all.
Looking ahead, it is time to replace words like flawless, bright and white complexion, with healthy, personalized, and resilient skin. For the vision to materialize, we need more investment in research and consumer insights, which must be rooted in people’s lived experience. It is only after we have addressed these fundamentals, can we delve into answering all the questions the Indian customer demands.