Working women spend more on beauty products than men:Gen Z set to become beauty market’s biggest consumer by 2030

For young consumers, beauty is no longer just about makeup or facial skincare. Sunscreen and serums are now part of a wider routine that includes body wash, perfumes, nail art and full-body skincare. Products designed to tackle pigmentation, dryness, body acne and uneven skin tone are also gaining popularity. The beauty routine is becoming more detailed, with consumers looking beyond basic products. Social media is shaping what people buy Social media is playing a major role in influencing beauty purchases. According to Flipkart, 56% of its beauty and personal care buyers are from Gen Z, and nearly 70% of them discover new products through social media. Instagram Reels, beauty creators, YouTube reviews, and online recommendations are increasingly influencing what young people choose to buy. The trend is not limited to metro cities. Nearly two out of every three beauty-related searches on Flipkart come from non-metro areas, showing that consumers in smaller cities are also quickly adopting new beauty trends and products. Gen Z and Gen Alpha to drive the market According to estimates by Redseer, Gen Z and Gen Alpha are likely to become the biggest drivers of India’s beauty market in the coming years. Their share in overall beauty spending could rise from 32% in 2024 to around 50% by 2030. Online shopping is also growing rapidly. By 2030, around 35% of India’s total beauty spending is expected to happen online, compared to just 8% five years ago. This shift shows how strongly consumers are moving towards e-commerce platforms for beauty and personal care products. Working women spend nearly ₹4,000 a year Consumer data from Kantar Worldpanel shows that an average Indian spends around ₹1,214 on essential personal care products every six months. However, working women spend significantly more, with their average expenditure reaching around ₹1,942 every six months, or nearly ₹4,000 annually. This indicates that beauty and personal care spending is becoming a bigger part of the lifestyle budget, especially for working women. Body care and body wash are growing fast Body care is one of the fastest-changing categories in the beauty market, with online sales growing at around 65-70% annually. Consumers are moving beyond basic body lotions and choosing specialised products for different skin concerns. Body wash is also becoming more popular among young consumers. Its sales are growing at around 60-65% annually, compared to an estimated 40-45% growth in soap. For many consumers, body wash is now associated not just with cleansing but also with hygiene and skincare. Sunscreen, serums and nail art gain popularity Sun care sales are growing at around 55-60% annually as sunscreen becomes an everyday part of skincare rather than a product used only during summer. Face serums and cleansers are also among the major categories in the online beauty market. Nail art remains a small category, accounting for less than 1% of the online beauty market, but it is growing at nearly 50% annually. Meanwhile, serums and other skincare products continue to hold a significant share of the market. Korean beauty and hybrid products influence trends Social media has also popularised Korean beauty trends such as glass skin, skin-barrier care and simple but effective skincare routines. Another growing trend is hybrid beauty—products that offer skincare and makeup benefits together. Young consumers are increasingly looking for products that can moisturise the skin while also adding a hint of colour or glow. The focus, therefore, is shifting from makeup alone to products that combine beauty with skincare.