Arya Prameh,
Fashion Management Scholar,
National Institute of Fashion Technology, Daman
Dr Vidhu Sekhar P,
Assistant Professor,
Department of Fashion Management Studies, National Institute of Fashion Technology, Daman
The Indian beauty market is experiencing a significant shift toward inclusivity, as consumers increasingly demand products that cater to the full spectrum of skin tones, undertones, and gender identities. Social media and pop culture have amplified conversations around colour theory and undertones, empowering consumers to seek out brands that acknowledge and celebrate diversity rather than perpetuate one-size-fits-all solutions. This has led to a rise in gender neutral campaigns and product portfolios, with brands recognising the need to move beyond traditional beauty standards and include men, non-binary, and transgender individuals as well. Consumers are now vocal about their expectations, pushing brands to be more exclusive in their offerings and transparent in their marketing, especially regarding the representation of real, unfiltered beauty.
FAE Beauty, founded by Karishma Kevalramani, seized this opportunity and built its brand ethos around inclusivity and authenticity. Recognising that nearly 27% of the Indian market, primarily those with brown to dark brown skin tones, had been neglected by mainstream cosmetics, FAE Beauty developed products specifically formulated for Indian skin, with shades and undertones that resonate with the country’s diverse population. The brand’s commitment to inclusivity is reflected in its strict no-Photoshop policy, ensuring that all images are unedited and that consumers see products as they truly are, free from unrealistic beauty standards. By listening closely to customer feedback and prioritising their needs, FAE Beauty has cultivated a loyal community that feels seen and represented in the beauty space.
Looking ahead, sustainability is poised to play a transformative role in the future of the lipstick market. As Gen Z and other environmentally conscious consumers increasingly prioritise eco-friendly choices, brands are being called upon to innovate in both packaging and formulation. Sustainable packaging, using biodegradable, refillable, or recyclable materials, can significantly reduce environmental impact by minimising waste and lowering carbon emissions. At the same time, clean and responsible formulations are becoming more important, aligning with the broader movement toward planet-friendly beauty products. In this evolving landscape, brands that champion both inclusivity and sustainability are likely to lead the next wave of growth in India’s beauty industry.
