In FY24, East India has become a key player in the cosmetics industry, accounting for over a third of all cosmetic sales in the country, despite having less than a quarter of India's households. This burgeoning market is attracting attention from cosmetic companies, spurring product innovation and extensive online shopping.
According to a report by The Economic Times citing global consumer researcher Kantar, over 186 million pieces of cosmetics, including lipsticks, nail polish, and eyeliners, were sold in the past year in India's top 10 cities. The report, as cited by ET, reveals that East India leads the country in makeup usage per person, with women in the region showing a strong preference for a wide range of shades, including darker tones less popular elsewhere.
"East India's enthusiasm for makeup is unmatched," said Samir K Modi, managing director of Modi Enterprises, which sells the Colorbar brand. "Women here wear makeup more regularly and experiment with a variety of shades. The northern region also shows significant usage, but East India leads in diversity of shades consumed."
Lip products dominate the cosmetics market, with 65 million units sold annually, generating close to Rs 1,700 crore in revenue for FY24. Face and lip cosmetics together account for around Rs 2,900 crore, or 70% of the industry's value. Nail cosmetics, though purchased in large quantities at 47 million units annually, generate about Rs 350 crore due to their lower cost. Eye products, with 34 million units sold, represent the smallest segment by number of units.
"East India tops all cosmetic sectors—lip, face, nail, and eye. The south is the only other region with over 50% penetration in this category," said K Ramakrishnan, managing director of South Asia, Worldpanel Division, Kantar. "With more than a quarter of customers buying online, the sector shows great potential."
Online shopping is becoming increasingly popular, with 28% of cosmetics shoppers making purchases through e-commerce platforms. However, only 14% of nail product shoppers buy online, likely due to the products' fragile nature. Walmart-backed Flipkart has noted its strong presence in the east, where per-capita consumption of cosmetics surpasses the national average.
"East India's market offers tremendous opportunities for cosmetic brands, especially with rising income levels and a growing working population," Ramakrishnan added. "This is the perfect time for the sector to make a colorful splash."
As cosmetic companies expand their retail presence, even in smaller towns, East India remains at the forefront of the industry's growth, setting trends and driving innovation.
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