While India has always been the exotic poster child for wellness, it’s emergence on the beauty and skincare map has almost been a wild card entry, with the pandemic proving almost serendipitous in its precipitous ascent. Ironically, even though India’s tryst with beauty potions is a hallowed tradition with a merry mix of household ingredients and store cabinet skincare solutions, the organised industry lacked product variation as well as a variegated price spectrum, as also attractive packaging. Today, a shift towards incorporating the use of modern formulations and global packaging have sealed the deal for emerging beauty brands, which have been proliferating like mushrooms on a grassy knoll in the monsoon.
It all began with “Make in India”, a project Lakme started with cosmetics suited for Indian skin types. The brand soon gained a foothold among Indian audiences, becoming their go-to brand for beauty
