Int’l celebrity beauty brands eye India amidst rising image consciousness

About 57% of Indian consumers are very or quite likely to purchase beauty products recommended by celebrities.

Around 31% of Indian consumers see social media as a major influence in their purchasing choices, drawing the interest of international beauty brands, according to GlobalData.

The report said that this influence is making Indian consumers increasingly image-conscious, largely due to celebrities and influencers on platforms like X, Facebook, and Instagram.

“Consumers increasingly consider looking good to be an important aspect of being successful, undeniably influenced by influencers and celebrity culture, resulting in them being highly image conscious,” said Meenakshi Haran, consumer lead analyst at GlobalData.

Haran noted that 57% of Indian consumers are very or quite likely to purchase beauty products recommended by celebrities.

“Consumers conflate their image and status in society as currency, depicted through one’s appearance, purchasing decisions, and brand affiliations,” Francis Gabriel Godad, consumer business development manager at GlobalData India, added. 

“They even view brands as an extension of themselves, prompting players to pay close attention to the values and aspirational traits their products align with,” he continued.

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Moreover, Haran said that young consumers are particularly keen to buy brands endorsed by celebrities. "As many as 56% of Gen Z and 65% of Gen Y respondents are very/quite likely to buy products recommended by social media/YouTube influencers.”

India's large youth population and high internet access make it a prime market for top beauty brands. Recently, Kylie Cosmetics by Kylie Jenner announced its entry into India, targeting the social media-savvy youth.

Godad said India's cosmetics and toiletries market is set to grow at a compound annual growth rate of 5 to 7% in the coming years.