Kantar, a leading marketing data and analytics company, has introduced its first-ever Cosmetics Panel in India to provide detailed insights into the rapidly evolving consumer behavior within the country’s beauty industry. Launched recently, this innovative panel aims to demystify the transformation in consumer preferences by continuously tracking purchases across four main categories: face, eyes, lips, and nails.

The panel comprises over 3,000 women aged 18-44 from various socio-economic backgrounds, covering major Indian towns. Utilizing advanced technology, including real-time data capture and AI-based image decoding, the panel ensures high accuracy and credibility of the data. Initial findings reveal that 42% of women purchased at least one face makeup product in the last 10 months, contributing to a spend of INR 1,120 crore (USD 136+ million). Additionally, 33 million packs of eye makeup were bought, with eyeliners and kajal being the most popular.

K. Ramakrishnan, Managing Director of Kantar’s Worldpanel Division in South Asia, highlighted the panel’s role in providing brands with real-time, accurate data to inform strategic decisions. This initiative marks a significant step in understanding and catering to the dynamic Indian cosmetics market.

The report also mentioned East India as a significant player in the Indian cosmetics and beauty market. Despite having less than a quarter of India’s households, the region accounts for over a third of all cosmetics sold in the country. This high consumption is driven by a strong preference for makeup, with women in East India using a wide range of shades, including darker tones that are less popular elsewhere.

Key highlights from recent reports include:

High Makeup Usage: East India leads in makeup usage per person, with a notable preference for lip products. Over 65 million units of lip products were sold annually, generating close to ₹1,700 crore in revenue.

Diverse Product Range: The region shows a strong inclination towards a variety of cosmetic products, including face, nail, and eye cosmetics.

Online Shopping: More than a quarter of cosmetic purchases are made online, with platforms like Flipkart seeing higher per capita consumption in East India compared to the national average.

Economic Growth: Rising income levels and a growing working population are fuelling demand for cosmetics, making East India a hotspot for product launches and innovation.