How Gen Z is retouching the rules of the skincare market in India
Influenced by social media celebs, she now has an in-depth five step skin care regimen, which changes for the day and at night. Singh is not alone. Young India has a new obsession — clinically-backed skincare products. Companies selling cleansers, moisturisers, serums and lotions with claims of being backed by dermatologists, are now drawing a younger consumer base, especially Gen Z users.
These youngsters are far more conscious of what goes on to their skin, compared to millennials and Gen X. They no longer chase basic whitening or moisturising creams. That translates to hyaluronic gel as sunscreen, kojic acid to treat dark spots and pigmentation, and snail mucin with peptide complex for smooth and moisturised skin. It is not just that they know what to buy. They have educated themselves on how each active ingredient works on their skin, even at the granular level of being aware of the exact percentage of ingredients used in products.
A key trigger for this shift has been influencers-turned-beauty gurus popularising such ware through Instagram and YouTube. “These ingredients may sound too chemical but consumers are now aware and seek transparency on what is being sold. In food, consumers look for protein, fat and carbs content on the pack to understand its benefits. Similarly, they want an honest approach for their skin care too,” said Mohit Yadav, cofounder at Minimalist, a skincare brand that started up in 2020. His company sells 10 lakh units of skin, hair and body care products every month on average.
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