The Rise of Clean Beauty: A Revolution Rooted in Authenticity

The clean beauty movement is transforming India's beauty landscape. Consumers are increasingly seeking natural, organic, and authentic ingredients, with a growing interest in the source of these ingredients and the journey from origin to bottle.

This shift is driven by a desire for authenticity, wellness, and a deeper connection with all things "natural.” Consumers are embracing products “free from” harmful chemicals, opting for brands that prioritize sustainable and ethical production practices. This includes a focus on transparent sourcing and the source of origin of the ingredient (e.g., saffron from Kashmir) as a means of cueing authenticity.

This trend reflects a return to traditional beauty practices, where natural ingredients and home remedies were favored for generations. Clean beauty in India represents a harmonious blend of ancient wisdom and modern values, where consumers prioritize both personal well-being and environmental responsibility.

The growing awareness about the long-term effects of synthetic ingredients has been a key driver. With increased access to information, more people are scrutinizing product labels and opting for safer, more eco-friendly alternatives.

Indian consumers are drawn to brands that emphasize transparency and purity, leading to a resurgence of traditional ingredients like turmeric and neem. Brands that blend ancient wisdom with modern science are gaining popularity, reflecting a desire to reconnect with cultural roots while embracing innovation. For example, Forest Essentials is celebrated for its luxurious Ayurvedic products, Juicy Chemistry offers certified organic skincare solutions, Plum promotes cruelty free products backed with science and natural ingredients, Pahadi Local focuses on purity and sustainability, using local Himalayan ingredients - all epitomizing the clean beauty ethos.

The clean beauty movement in India is transforming the industry, moving towards authenticity, wellness, and inclusivity. This is evident in the projected 14.31% annual growth of the organic personal care market until 2029 .? Brands can succeed by being transparent and highlighting the ethical sourcing of their products. Sharing the origins of ingredients, production processes, and incorporating nostalgic elements can create a deeper connection with consumers.

Written by Anu Thaker

Executive Director, Ipsos India