The Indian beauty market is seeing a shift in how consumers approach makeup, with younger shoppers increasingly looking for products that combine affordability, performance and ease of use. Rishabh Sethia, Director, MARS Cosmetics, said consumers are becoming more curious and willing to experiment while also paying closer attention to ingredients, reviews, swatches and whether a product suits their individual needs. He said affordability is no longer viewed as a compromise on formulation or overall product experience.

Sethia said the idea behind MARS’ “Makeup For Everyone” philosophy is to make a wider range of beauty products accessible to consumers without limiting their choices. According to him, young shoppers want access to different formulations, textures and shades while remaining conscious of the value they receive for their money. He described today’s consumer as more questioning, with purchasing decisions influenced by product performance, application, reviews and suitability rather than price alone.

He also challenged the perception that affordable makeup necessarily means lower quality. Sethia said consumers should assess products based on how they apply, feel and perform rather than using price as a measure of quality. He added that MARS evaluates new formats and global trends by considering their usefulness for Indian consumers, including factors such as skin tones, weather conditions, ease of application and pricing. Consumer feedback, he said, remains an important part of refining products before they reach the market.

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According to Sethia, the growing popularity of lighter and more natural-looking makeup does not mean consumers are moving away from creativity. He said shoppers increasingly want flexibility, allowing them to choose skin-like finishes for everyday use while experimenting with bold eyes, lips or festive looks on other occasions. He also rejected the idea that makeup should be governed by fixed rules about facial features, arguing that consumers should be able to use makeup according to their own preferences.

Discussing products, Sethia identified MARS’ Edge of Desire Lip Liner and 4-in-1 Travel Brush as useful handbag options, while noting that there is no single shade that works for every Indian woman. He also described MARS products through different personalities, calling Double Trouble Mascara the confident one, Lip Fuzz Blurring Lip Cream the experimental choice and SkinFit Skin Tint the understated option. He said one of the most meaningful pieces of consumer feedback comes from people who describe a MARS product as their first makeup purchase.

Sethia also said Indian beauty brands are receiving greater consideration as consumers now have more ways to evaluate products through online applications, reviews and demonstrations. He said Indian brands can benefit from their understanding of local consumer preferences, budgets and everyday makeup needs, but added that this connection must be supported by consistent product performance. For MARS, he said, the broader objective is to give consumers the freedom to explore makeup without feeling restricted by price or conventional beauty rules.

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