Is cosmetics worth the price?

Cosmetics is a big business

Changing lifestyles, and growing awareness of evolving trends have contributed significantly to the development of the cosmetics industry in India. Its market was estimated to be valued at about 20 billion U.S. dollars in 2020, led by bath and shower products against a global market of 140 billion U.S dollars in the same year. 

Despite the setback from the coronavirus (COVID-19) pandemic and subsequent decline in demand, the Indian beauty and personal care industry is slowly but steadily recovering. There are primarily two different markets in India, as may be in other countries, that cater to middle and lower-middle class, and upper-middle-class and rich. The top brands cater to the later sections while the unorganised sector and local brands cater to the former. 

Is the value of cosmetics worth the price?

When we go on cosmetics shopping sprees, what are we actually paying for? You will be in for a shock when you hear the answer. The truth is that you don’t get what you pay for in the cosmetics world especially from the products of top multi-national brands.

The high prices you’re paying aren’t worth the hype and the glossy packing. Your money isn’t going towards that rich, zassy, drool-worthy, shimmering products. In fact, 90% of the cost usually comes from expensive marketing and brand campaigns. Sometimes, you’re even paying for the “shopping pleasure” of buying the product from whatever store in the prestigious location you are in.

But the letdown does not end here. You’re also providing the brand with a fat, juicy profit after paying for their huge marketing spend, salary and bonus for their top executives, and the huge rent they pay for the outlet spaces.

But is that really worth it when you have a perfect dupe or clone or alternative sitting on your bathroom counter right now? Is it worth shelling out huge amounts when you know your money isn’t as “well spent” as you thought it was? The answer is an absolute no.

X-factors of the cosmetic industry

Let us look at some super well-kept secrets and x-factors of the beauty industry. Then you can decide for yourself if you still want to spend lots of your money every month on these luxury makeup brands.

There is an absolute lack of transparency on the cost of each cosmetic product. Only 10-15% or less of these products comes from the actual ingredients. Well then, what are you paying for? You’re not really paying for the product. You’re paying for the sample production, branding, retailer markups, celebrity marketing, middlemen, and big fat bonuses for the brands’ executives.

All of that inflates the price of a cosmetic product whether it is mascaras or lipstick or foundation or nail polish. If you’re tense about swapping your card to pay such a high price for a “luxury” anti-ageing cream, you are real. The brand is making an unrealistic profit on a formula that’s made and packaged for maybe more than ten times of normal price at which products from other segments are priced. 

But these beauty brands know you’ll buy into their name, and they use that to their advantage. They’ll charge absurd prices simply to make a profit off of your vulnerabilities. You are paying for satisfying your ego and prestige.

So why should you spend your hard-earned money on brands that are literally taking advantage of you? You should think about it. Some brands are cutting out unnecessary costs to bring you affordable quality cosmetics. Other players continue to charge you unrealistic prices because they know well it is how the psyche of beauty conscious consumers is.

You should be able to get fresh, looks cool without you going broke. All of us tend to think that the more expensive things are better than the inexpensive stuff. There is a wrong notion that inexpensive things are cheap in quality.

If it isn’t so, why would it cost so much more? They must be using higher quality ingredients. Their sources must be more ethical. You’re paying a reasonable price for better blending ability, pigmentation, and coverage. Right? Contrary to the common belief the cost elements, the quality of the makeup doesn’t really correlate to the price tag.

Worse is that many manufacturers produce for both high and low-end brands. They’re making all of their products in the exact same places with the same ingredients, but slapping upscale labels on some of them. The same brand also come up with products with differential pricing to cater to various sections of the market but mostly the quality of the product is the same though the packing is different.

In many cases, expensive and affordable products have the same ingredients. Same formula, same factory but wildly different prices. This means the cost doesn’t play a role in whether you’re gonna wake up with whiteheads or not. What if the real reason your dupes work so well is that they’re the same formula as the original? We now know that a lower price does not automatically mean the makeup has lower quality or that it isn’t ethically made.

So next time you opt for the higher price tag, at least check the ingredients on the back to see if your money’s well spent. Now that you know the confidential information, the fact is that the beauty industry isn’t the glittering, marvellous thing you thought it was, is it? Glittering outside but dark inside.

These tried, true, and trusted brands are really just in it to gain, not give. No matter how “for you” they may seem, most of the time, their makeup isn’t worth the big extra you pay. Not when that money doesn’t even alter the actual item.

You should be spending on a product, not a brand name but what happens now is that you are paying for the brand and not the product. Some newer beauty brands are rejecting these age-old tricks and are making excellent products at super affordable prices. Some, like us, are even vegan and cruelty-free.

This just goes to show that not everything affordable is “cheap, meaning cheap quality” Despite what you might’ve thought, it’s clear now that you can get quality makeup for less price.

So, are you still willing to spend your savings on a lie?

Before the turn of the century, beauty products, including skin care and hair care were mostly homemade, using herbs and ingredients available locally in India. In Ayurveda, Tailams (oils) and Ghritas (clarified butter or ghee) was used for facial beautification.

Big brands are now using ayurvedic ingredients and names in their products to capitalise on the desire of beauty product consumers to go natural. But the price has not reduced but has only increased.

The cosmetics market worldwide is controlled by a handful of conglomerates like Unilever, Procter & Gamble and L’Oreal etc. Although these were immensely successful in India, domestic counterparts have an equal footing, with newer, organic brands entering the market. The likes of Dabur, Himalaya have made inroads into this market, mainly of the lower-middle class.

There is also a clear transition towards products that are more ethically sourced and naturally made. This made it essential for conglomerates to work out similar strategies to keep their foothold. Homemade beauty treatments and care are really cheap as most of the ingredients are free of cost in your backyard or elsewhere. Not only that they are cheap, they are also more genuine and authentic.

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