The Indian beauty market entered 2025 with a new sense of certainty. The country is no longer treated as a promising frontier or a test-and-learn destination, but has become a critical pillar of global beauty strategies, requiring sustained capital, local partnerships and long-term commitment. With the acceleration of premiumization, the maturation of digital commerce and the rapid growth of organized retail, India has decisively moved into the top tier of industry priority markets.
Global brands arrived with force. Fenty Beauty and Fenty Skin confirmed their long-awaited debut in India through Reliance Retail, with a nationwide launch through Sephora India and Tira Beauty. The luxury push continued with Armani Beauty opening a flagship store in Mumbai, while botanical brand Chantecaille entered through Luxasia, launching a curated selection at Nykaa, Tira and SS Beauty. Chanel strengthened its presence with the launch of its fragrance and beauty portfolio on the Nykaa platform and in select luxury stores, reinforcing the appeal of premium beauty in major urban centers in India.
Dermocosmetic and science-backed brands also found fertile ground. Obagi Medical entered India in partnership with Nykaa, bringing clinically oriented skincare to a broader audience and underscoring consumers’ growing appetite for results-driven formulations. L’Oréal went further and revealed plans to more than double its business in India, supported by increased local manufacturing as the market gains greater strategic weight within the group’s global portfolio. The Estée Lauder Companies signaled a long-term commitment by partnering with Startup India, with the aim of fostering innovation and entrepreneurship across the local beauty ecosystem.
Retail infrastructure emerged as a decisive enabler of growth. Reliance Retail’s Tira has established itself as a key gateway for international brands, partnering with SheGlam, Fenty, Obagi and others. SheGlam’s entry was notable not only for its launch, but also for its commitment to building a local workforce, marking a deeper operational investment rather than a purely transactional market entry. Meanwhile, Nykaa continued to solidify its role as a retail platform and brand incubator, attracting global names such as Yves Rocher, Colorbar collaborators and luxury houses seeking scale with credibility.
Local Indian brands and platforms also gained momentum. Colorbar outlined plans for an initial public offering (IPO) in 2027, with proceedings aimed at skin care, fragrances and international expansion, while Moxie Beauty raised $15 million in Series A funding to scale India-focused hair care R&D and distribution. Collaboration became a defining theme, with The Body Shop teaming up with indē wild on a range of wedding gifts designed to tap into culturally specific consumer moments.
E-commerce and financial infrastructure continued to evolve alongside the expansion of beauty. Flipkart has obtained an NBFC license to extend credit to buyers and sellers, while Amazon has moved to expand lending operations through its acquisition of Axio, moves that promise to further unlock discretionary spending on beauty and personal care in Tier 1 and 2 cities.
Marketing and community building strategies also became more localized and creator-driven. Max Factor launched an India-specific affiliate program aimed at professional makeup artists, while brands were increasingly leaning towards culturally resonant storytelling. Rare Beauty’s fragrance launch with Indian creator Ankush Bahuguna and L’Oréal Paris’ “Lessons of Worth” campaign with Aishwarya Rai Bachchan reflected a broader shift toward relevance over replication.
Physical retail maintained its importance alongside digital growth. Huda Beauty opened its first pop-up store in New Delhi, highlighting new product launches and reaffirming the role of experiential retail in building brand connection in a highly social and discovery-led market.
Overall, 2025 marked a clear turning point. India is no longer seen as a secondary growth lever, but as a market where global success increasingly depends on getting strategy right, from manufacturing and retail partnerships to talent, marketing and cultural fluency. With increasing scale, sophistication and purchasing power, India has firmly established itself as one of the top beauty investment destinations.
