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The Beauty Playbook 2024: Trends, Triumphs, and Game-Changers Shaping the BPC Industry
The Beauty and Personal Care (BPC) industry in 2024 has witnessed a dramatic transformation driven by sustainability, personalization, and digital innovation. Shivaraj Jayakumar, Practice Leader at Praxis Global Alliance, notes, “Augmented reality, virtual try-ons, and AI-driven solutions have revolutionized the shopping experience, enabling brands to deliver hyper-personalized recommendations and reduce return rates.” This year also marked a surge in men’s grooming products, quick-commerce adoption, and celebrity-owned brands, reflecting changing consumer preferences.
Praxis data reveals a 200 percent YoY growth in men’s grooming on MyntraBeauty, while NykaaMan and Beardo reported exponential growth, proving the rising importance of male-focused products. Additionally, quick commerce now accounts for over 35 percent of FMCG sales, indicating consumer demand for faster delivery. Celebrity-backed brands like Hyphen by Kriti Sanon and Akind by Mira Kapoor are setting new benchmarks for visibility and authenticity.
Leading the Charge
- PEP Brands: Sustainability and Innovation Redefined
Tarun Sharma, Co-founder & CEO of PEP Brands, parent company of mCaffeine and HYPHEN, highlights the company’s unwavering commitment to clean and sustainable formulations. “As India’s first caffeinated personal care brand, mCaffeine revolutionized toxin-free skincare. HYPHEN, our new launch, combines potent actives with natural ingredients to address specific skin concerns effectively,” says Sharma.
The company has achieved sustainability milestones, including recyclable packaging and eco-conscious production methods. Sharma elaborates, “We leverage cold emulsions, cutting energy consumption by 90 percent, and our packaging uses 60 percent glass and biodegradable plastics.” With 60 percent of its revenue driven by repeat customers, PEP Brands focuses on loyalty-building through AI-driven personalization and regional customization.
HYPHEN’s first-anniversary celebration and Kriti Sanon-led campaigns established it as a 100-crore brand within a year. Meanwhile, mCaffeine’s Patch Fix and Chill campaign created interactive experiences, blending wellness with engagement. Sharma concludes, “We are expanding our house of brands, launching new products, and tapping into Tier II and Tier III cities to drive the next phase of growth.”
- The Body Shop: Ethical Beauty with Purpose
Shriti Malhotra, Group CEO of Quest Retail, underscores The Body Shop’s dedication to sustainability, inclusivity, and ethical practices. “Consumers now expect safe, effective, and sustainable solutions. Our Edelweiss and Vitamin C ranges deliver these benefits through potent natural ingredients,” says Malhotra.
The Body Shop’s India Edit collection, inspired by local ingredients like lotus and hibiscus, celebrates cultural diversity and sustainability with over 90 percent natural-origin formulas. Malhotra adds, “Our Community Fair Trade partnerships have diverted 2,000 metric tonnes of plastic waste while supporting over 2,000 waste collectors.”
From Braille-integrated stores to local artist murals, The Body Shop champions inclusivity and cultural storytelling. Malhotra emphasizes, “We’re creating purpose-driven experiences, blending digital-first strategies with in-store transformations.” With quick-commerce platforms and experiential campaigns, The Body Shop continues to shape the future of ethical beauty.
- Mila Beaute: Cruelty-Free and Youth-Focused
Saahil Nayar, Co-Founder and MD at Mila Beaute, emphasizes the rise of relatability and inclusivity in beauty. “Gen Z customers want products made for Indian skin, focusing on transparency, cruelty-free ingredients, and relatable communication,” says Nayar. Mila Beaute has emerged as a key player in targeting India’s youth, especially in Tier I, II, and III markets. Its core strategy focuses on being a Made-in-India brand with toxin-free, cruelty-free formulations that resonate with modern sensibilities.
The brand’s bestsellers, including Pro Matte Lipstick, Conceal It concealers, Gloss Girl, and Lockedin Lips, gained immense traction. “Our Bollywood-inspired shade names created cultural connections, ensuring better relatability and emotional appeal,” Nayar adds. Mila Beaute is also leveraging digital-first strategies to optimize its outreach while prioritizing affordability and accessibility without compromising quality.
- Nat Habit: Ayurveda Meets Sustainability
Swagatika Das, Co-Founder of Nat Habit, highlights the shift to holistic wellness and Ayurvedic formulations. “Consumers are demanding ingredient transparency, AI-driven skin analysis, and eco-friendly products. Our VeDHA tool provides accurate skin profiling, empowering customers with data-backed solutions,” says Das. Nat Habit has built its reputation around daily-made, 100 percent natural products using fresh ingredients like milk, fruits, and pulses, eliminating synthetic processing.
Nat Habit has also demonstrated an exceptional commitment to sustainability by reducing its carbon footprint. Transitioning to paper bubble wrap saved over 9600 kg of plastic annually, while adopting recycled PET bottles minimized reliance on virgin plastics. Das emphasizes, “Our sustainable practices, coupled with a low-waste production model, show that eco-conscious beauty doesn’t have to compromise efficacy.”
- Ikonic Professional: Styling Tools for Modern Consumers
Rayed Merchant, Director at Ikonic Professional, notes the demand for premium-quality tools that combine sustainability with performance. “Our ergonomic designs and energy-efficient mechanisms cater to both professionals and individuals, redefining styling as a lifestyle,” says Merchant. Ikonic Professional has blended functionality and luxury, enabling consumers to achieve salon-quality styling at home.
By focusing on digital engagement, Ikonic launched AR-based tutorials and influencer collaborations to showcase their products’ versatility. Merchant elaborates, “Our collaborations with celebrity stylists provided hands-on demonstrations, bridging the gap between salons and at-home styling.” As the demand for AI-powered personalization grows, Ikonic is well-positioned to lead innovations in smart styling tools.
- ClayCo: Asian Rituals and Holistic Skincare
Niharika Jhunjhunwala, CEO of ClayCo, observes a growing affinity for Korean and Japanese beauty rituals. “Consumers want glass skin and effective actives like fermented rice and sake,” says Jhunjhunwala. ClayCo’s minimalist yet effective formulations blend natural and high-performance ingredients, appealing to modern sensibilities.
ClayCo’s approach centers on combining modern technology with traditional practices. Its products feature clinically-tested ingredients in eco-friendly, biodegradable packaging. With influencer marketing and user-generated campaigns, the brand has built a strong community of followers. Jhunjhunwala adds, “We are bridging skincare and self-care, providing skin-deep and soul-deep solutions that resonate with the evolving preferences of Gen Z.”
- Fixderma: Science-Backed Dermatology
Preetam Jena, CMO of Fixderma, emphasizes ingredient-specific formulations targeting skin concerns like acne and pigmentation. “Products with niacinamide, retinol, and salicylic acid gained traction due to proven efficacy,” says Jena. Fixderma’s Nigrifix range, patented for treating darkness, highlighted its focus on innovation and long-term skin health.
Jena notes that consumers are prioritizing clinical validation, driving Fixderma to focus on before-and-after case studies and dermatologist-approved products. “We cater to informed buyers who look for transparency and results-driven solutions,” he adds. As the brand scales up AI-driven diagnostics, it is paving the way for hyper-personalized skincare in 2025.
- MARS Cosmetics: Clean Beauty and Digital Innovation
Muskan Jain, Brand Manager, highlights transparency and AI-driven personalization as key drivers. “Consumers demanded sustainable, multi-functional products, prompting us to simplify routines without compromising quality,” says Jain. MARS Cosmetics has focused on ingredient transparency, eco-conscious packaging, and multipurpose beauty solutions.
Through influencer collaborations and experiential marketing, MARS amplified its brand visibility, especially through luxury events. Jain highlights, “Combining local insights with international trends allowed us to cater specifically to Indian skin tones, enhancing our relatability and market position.”
- Recode Studios: Accessible, Inclusive Beauty
Dheeraj Bansal, Co-Founder at Recode Studios, highlights personalization and digital engagement. “Consumers today expect cruelty-free, vegan, and ethical products. Recode delivers through eco-friendly packaging, AI-powered diagnostics, and influencer partnerships,” says Bansal.
Recode’s strategy includes live tutorials, user-generated content, and collaborations to showcase its commitment to transparency and inclusivity. Bansal adds, “We bridge accessibility and luxury by blending affordable, clean formulations with advanced technology.” Looking ahead, Recode plans to focus on hyper-personalization and sustainability to meet evolving consumer demands.
- Insight Cosmetics: Ethical and Vegan Beauty
Mihir Jain, Director at Insight Cosmetics, highlights the rise of ethical, toxin-free formulations. “Consumers are demanding vegan, dermatology-tested products with transparent ingredient lists. Insight Cosmetics addresses these needs with targeted solutions and AI-driven personalization,” says Jain.
Immersive pop-up events and educational campaigns deepened customer connections in 2024. Jain adds, “We combined experiential marketing with data insights, ensuring trust and engagement.” With plans to expand customized skincare lines and wellness-focused offerings, Insight aims to lead in clean, ethical beauty.
- Shryoan Cosmetics: Sustainable Beauty for Modern Consumers
Himanshu Madnani, Co-founder at Shryoan Cosmetics, highlights the company’s focus on sustainability and transparency. “Consumers expect eco-friendly, cruelty-free products with personalized solutions. Our refillable packaging system and AI-driven recommendations set new benchmarks for sustainability and customer satisfaction,” says Madnani.
Shryoan’s campaigns, such as the refill-and-reuse initiative, encouraged consumers to reduce plastic waste while enjoying discounts and rewards. Madnani adds, “We used interactive content and in-store events to educate consumers, fostering trust and long-term engagement.” As the brand expands AI-driven personalization and wellness-focused formulations, it aims to lead India’s shift toward circular beauty practices.
- Kass: Ayurvedic Roots and Modern Science
Deepti Gujar Kulkarni, Founder & CEO of Kass, champions clean, sustainable skincare rooted in Ayurvedic wisdom. “Consumers are demanding solutions for specific skin concerns, focusing on transparency, bioactives, and long-term efficacy. Kass combines Ayurveda with modern science to deliver this,” says Kulkarni.
Kass emphasizes education through blogs, campaigns like #AgeBetter, and dermatologist collaborations. Kulkarni notes, “We empower customers with ingredient knowledge, creating confidence in both our products and their skincare routines.” Kass plans to expand its product range, integrate AI tools, and launch dermatologist-backed initiatives to stay ahead in 2025.
Trends Shaping 2025
Experts predict that 2025 will bring hyper-personalization, AI-driven innovations, and eco-conscious beauty to the forefront. From clean ingredients to sustainable packaging, transparency and ethical practices will drive consumer decisions. Tarun Sharma predicts, “AI-powered diagnostics, hyperlocal solutions, and eco-conscious innovations will define 2025.” With strong foundations laid in 2024, the BPC industry is set for an even brighter, more conscious future.
As Shivaraj Jayakumar observes, “Consumers are embracing multi-step routines, AI diagnostics, and ingredient transparency. The future of beauty lies in personalization, science, and sustainability.” With strong foundations laid in 2024, the BPC industry is poised for an even brighter, more conscious future.
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