Influencer Marketing in Beauty and Personal Care Category 2025

Influencer Marketing in Beauty and Personal Category 2025

Aryan Goyal

The beauty and personal care industry continues to evolve with the rise of digital influence, influencer-led marketing, and experiential campaigns

Introduction: Beauty & Personal Care Market Overview

The beauty and personal care industry continues to evolve with the rise of digital influence, influencer-led marketing, and experiential campaigns. E-commerce platforms such as Nykaa, Myntra Beauty, and Tira Beauty are driving consumer engagement through exclusive events, influencer collaborations, and seamless shopping experiences. Meanwhile, key beauty brands leverage influencer marketing, targeted hashtags, and social commerce to enhance visibility and sales.

From skincare and cosmetics to haircare and fragrance, each category sees unique trends and strategies. Here’s a deep dive into category-wise analysis and brand performance:

Leading Indian Beauty and Personal Care Brands

Nykaa

Dominates beauty retail with influencer-driven campaigns and exclusive events like Nykaaland.

Greentrends

Focuses on personalized beauty services and high customer footfall.

Maybelline

leads the segment with trendy, high-quality products at an affordable price.

L'Oréal Paris

Known for hydration and damage repair, frequently recommended by influencers.

Laneige

A cult favorite for hydration-focused skincare, especially its sleeping masks

Plum

Gains traction through product hauls and e-commerce sales promotions.

Cetaphil

A go-to brand for sensitive skin, highly recommended during beauty sales.

Bella Vita

Positioned as an affordable luxury alternative to high-end perfumes.

Mamaearth

Masters topical moment marketing and Buy 1 Get 1 offers.

Garnier

Garnier brings you a complete range of skin care products for Men.

Skincare Brands in India

The Indian skincare market is rapidly evolving, driven by heightened consumer awareness, a growing demand for clean beauty, and a surge in dermatologist-recommended products. Consumers are increasingly gravitating towards ingredient-focused formulations that target specific concerns such as hydration, acne, and hyperpigmentation.

The Indian skincare market is a vibrant and competitive space, with a diverse mix of established and emerging brands catering to a wide array of consumer needs. Established brands like Pond’s and NIVEA continue to capitalize on their heritage and scientific expertise, appealing to consumers who prefer a scientific approach. Brands such as WOW Skin Science and Haappy Herbs emphasize natural and traditional Ayurvedic ingredients, appealing to consumers who prefer holistic approaches. Additionally, brands like Plum, Dot & Key, and Foxtale are experiencing significant growth by strategically combining fruit extracts and scientific formulations to provide targeted solutions. Moreover, a new wave of brands like Minimalist, The Derma Co, and Earth Rhythm is gaining traction by focusing on transparency, effective ingredients, and dermatologist-backed formulations. International brands like The Face Shop, Bobbi Brown, INNISFREE, LANEIGE, Bioderma, and Cetaphil further diversify the market, offering global beauty trends and expertise. Simultaneously, homegrown brands like Vilvah Store are championing unique, sustainable formulations, highlighting the innovation within the Indian beauty sector. This dynamic environment, with its emphasis on clean beauty, specific skin concerns, and scientifically supported products, offers Indian consumers a plethora of choices for their skincare journeys.

Varnika collaborates with Pond’s India to reveal smarter skincare with the Pond’s Skin Analyser Tool!

Nitya Walia collaborates with WishCare to bring the perfect solution for brighter underarms!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are pondsindia (472 reels), mywishcare (227 reels), dotandkey.skincare (208 reels), clinique (195 reels), thedermacoindia (191 reels), plumgoodness (179 reels), foxtaleskin (155 reels), laneige_in (143 reels), vaselineindia (115 reels), biodermaindia (112 reels), niveaindia (110 reels), drsheths (110 reels), and cetaphil_india (98 reels)

Find the list of Skincare brands here.

Haircare Brands in India

The Indian haircare market displays a growing preference for natural and traditional solutions, with brands like Vedix, Agali Herbal, and Good Hair utilizing Ayurvedic principles and emphasizing natural ingredients and time-tested formulations. Concurrently, BBLUNT and Arata offer salon-quality products and scientifically formulated solutions for Indian hair, bridging the gap between traditional wisdom and modern haircare science.

The demand for specialized haircare solutions is also on the rise. Bare Anatomy provides scientific and clean formulations for specific hair concerns, while Soulflower and Bubble Farm focus on natural ingredients like rosemary to promote hair growth. Established brands like Himalaya and emerging ones like TRU HAIR & SKIN combine traditional knowledge with innovative technology. Additionally, brands like Moxie Beauty and 2.Oh! cater specifically to the unique needs of Indian hair, showcasing the diverse and evolving landscape of the Indian haircare market.

Arishfa Khan collaborates with Dove India to bring a spa day for your hair in just 5 minutes!

Anshita collaborates with Sunsilk to reveal the secret to sleek, glossy hair!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are doveindiachannel (279 reels), sunsilkindia (59 reels), bareanatomy.haircare (51 reels), soulflowerindia (31 reels), hairandcareofficial (17 reels), moxiebeautyofficial (15 reels), arata.in (6 reels), nylenaturals (6 reels), himalayahaircare (10 reels), and sheshaayurveda (2 reels).

Find the list of Haircare brands here.

Organic & Natural Skincare Brands in India

The Indian beauty and personal care market is experiencing a surge in demand for natural, cruelty-free products that cater to diverse needs. Brands like Mamaearth lead with a toxin-free and plastic-positive approach, while The Body Shop India focuses on ethically sourced, nature-powered ingredients. Lotus Herbals boasts decades of cruelty-free beauty, and WOW Skin Science utilizes Himalayan ingredients and avoids harmful chemicals. Pilgrim brings global beauty secrets to Indian consumers, while mCaffeine introduces India’s first caffeinated personal care line.

Ayurvedic brands remain popular, with Nat Habit providing fresh Ayurvedic formulations and Kama Ayurveda blending ancient wisdom with modern science. Oriflame India offers nature-inspired, eco-ethically screened products, and Biotique merges Ayurvedic therapies with biotechnology. Good Vibes offers affordable natural products, while MARS Cosmetics specializes in cruelty-free and vegetarian makeup. Lotus Botanicals, an extension of Lotus Herbals, provides vegan and certified safe skincare, and brands like Juicy Chemistry and The Tribe Concepts champion organic, chemical-free formulations. Soultree focuses on certified-organic Ayurvedic wellness, while Sanfe promotes hygiene-focused personal care. Organic Harvest uses pure, chemical-free ingredients, and Aqualogica blends fruits and actives for effective skincare. Fixderma Cosmetic Laboratories offers clinically-researched, cruelty-free products, while Jovees Herbal provides herbal skincare and haircare tailored for Indian skin.Global brands like Garnier India and Love Beauty & Planet India emphasize green beauty and ethically sourced ingredients. Dazller Cosmetics, Blur India, and Rawls Wellness offer clean and affordable beauty options, while Kiehl’s India and St.Botanica cater to luxury skincare needs, reflecting the evolving Indian consumer preferences.

Naina Ahluwalia collaborates with Mamaearth to bring you healthy, nourished hair anytime, anywhere!

Shyrinn Anicka collaborates with Love Beauty & Planet to reveal her frizz-free hair secret for the wedding season!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are mamaearth.in (164 reels), lovebeautyandplanet_in (152 reels), aqualogica.in (99 reels), discover.pilgrim (82 reels), loccitaneindia (59 reels), lotusbotanicalsofficial (48 reels), lotus_herbals (48 reels), and naturali.in (31 reels) FInd the list of organic brands here.

Find the list of Organic brands here.

Korean or K-Beauty Skincare Brands in India

The Indian beauty market has witnessed a significant surge in the popularity of Korean skincare, with several platforms dedicated to bringing authentic K-beauty products to Indian consumers. kindlife acts as a gateway to global beauty, specializing in authentic Korean skincare. Similarly, and Korean Skincare | K-Beauty Limese Connect KBEAUTY India have established themselves as key shopping destinations for K-beauty enthusiasts. Belif India emphasizes truthfulness in its Korean skincare offerings, while Skin Bae and SKIN1004 India Official highlight authenticity and natural ingredients. Put Simply focuses on Korean products suitable for sensitive skin, and Haru Haru Wonder India champions clean, vegan, and cruelty-free K-beauty.Alongside this K-beauty wave, international brands like Murad India, a US dermatologist-founded brand, and MAYSKIN®, emphasizing scientific innovation and clean formulations, also cater to the Indian skincare market, offering a diverse range of options for consumers seeking effective and ethical beauty solutions.

Shivani Karnica collaborates with Limese Connect for the ultimate glass skin glow! ✨💖

Durga Salvi collaborates with SKIN1004 & Tira Beauty to celebrate SKIN1004’s 10th Anniversary!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are torriden_official (30 reels), haruharuwonder_us_official (30 reels), medicube_korea (29 reels), limese_connect (28 reels), cliocosmetics_global (28 reels), skin1004_india (24 reels), biodance_official (21 reels), parnell_global (18 reels), mixsoon_india (18 reels), and mixsoon_intl (17 reels) FInd the list of korean brands here.

Find the list of Korean Beauty brands here.

Body Care Brands in India

The body care market in India is shifting its focus from basic cleansing to self-love, natural ingredients, and specialized solutions. The Body Shop promotes ethical beauty and environmental consciousness, emphasizing self-love. Plum BodyLovin’ and Body Cupid highlight indulgent experiences and pampering rituals with delightful fragrances. Hibiscus Monkey™ stands out for its scientific approach, developed by a family and incubated at prestigious institutions.

The market also shows a growing preference for natural and traditional ingredients. செங்கந்தள் மலர் வனம் utilizes native flowers and herbs, while kalyashastra promotes traditional, chemical-free body care. Handmade and artisanal products are gaining popularity, with The Sass Bar™ offering dessert-inspired soaps and THE CREÌ„ME BATH™ providing vegan and palm oil-free options.

Additionally, Bryan & Candy and Moody cater to specific skin needs and moods, while Miracules focuses on body care for active individuals. This diverse landscape reflects a growing awareness of body care’s importance in overall well-being, with a demand for natural, ethical, and effective products.

@sanika17_official swears by Santoor Shower Gel for a refreshing start to the day! Infused with the natural goodness of sandalwood and gardenia, it leaves your skin feeling radiant, moisturized, and oh-so-soft.

Ananya Saha collaborates with Ghar Soaps to bring you the Exfoliating Glove!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are plumbodylovin (40 reels), gharsoaps (27 reels), thebodyshop (16 reels), santoorstayyoung (12 reels), harkoi_life (11 reels), bryanandcandy (9 reels), hibiscusmonkey (2 reels), bodycupid (2 reels), murshmallowskin (1 reel), and bemiracules (1 reel)

Find the list of Body Care brands here.

Beauty Ecommerce platform

The Indian e-commerce beauty market is a dynamic and competitive landscape dominated by platforms striving to be the ultimate destination for all beauty needs. Tira and Nykaa Cosmetics function as comprehensive online stores offering vast selections of makeup, skincare, and haircare, while Purplle.com focuses on accessibility and inclusivity. MYNTRA BEAUTY and #MyGlamm enhance the shopping experience with exclusive products and innovative features like virtual try-ons. Smytten differentiates itself through trial packs, encouraging product discovery, and The Beauty Store by bigbasket leverages a broader retail network to provide a convenient avenue for purchasing beauty and personal care items, collectively catering to a diverse range of consumer preferences and shopping habits.

Simran Choudhary collaborated with Tira Beauty to promote their Black Friday Sale, featuring discounts on premium beauty brands.

Sondaryaaaa collaborates with Nykaa Cosmetics to introduce the Superlight Skin Tint!

Find the list of Beauty Ecommerce platform brands here.

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are tirabeauty (469 reels), nykaacosmetics (273 reels), myntrabeauty (215 reels), myglamm (146 reels), letspurplle (45 reels), getsmytten (13 reels), and thebeautystorebybigbasket (7 reels) FInd the list of Beauty Ecommerce platform brands here.

Spa & Salon Brands in India

The salon and professional beauty service industry in India is a dynamic mix of international brands, established national chains, and specialized clinics, catering to a wide range of hair, skin, and overall wellness needs. Schwarzkopf Professional and Wella India cater to salon professionals with high-performance color, care, and styling products.

Large salon chains like Lakmé Salon, Geetanjali Salon, Looks Salon, CUT & STYLE Salon, Naturals Salon, Trends InVogue, Enrich, and Affinity Salon boast numerous locations across the country, offering comprehensive hair, skin, and makeup services. Some, like Lakmé Salon, focus on specialized areas such as bridal beauty, while others, like Looks Salon, highlight their long-standing presence and customer loyalty.

Specialized clinics like SkinLab® by Dr. Jamuna Pai and Sakhiya Skin Clinic focus on advanced skincare treatments, often with a dermatologist’s expertise and a wide geographical reach. Truefitt & Hill India represents the heritage of traditional barbering, while Jean-Claude Biguine brings a premium French beauty experience.

Newer entrants like Be U Natural Unisex Salon, even gaining recognition on Shark Tank, aim to provide quality services across multiple cities. Additionally, brands like Toni & Guy India emphasize hairdressing expertise and even operate academies. The industry also includes wellness-focused establishments like Tattva Wellness and specialized hair clinics, reflecting the growing consumer interest in professional care and advanced beauty solutions.

Neeti Wadhwa collaborated with L’Oréal Professionnel India (@lorealpro_education_india) for a campaign promoting the Absolut Repair Molecular Range and their Virtual Hair & Scalp Diagnosis tool.

Grubmode collaborated with Wella India for a hair care promotion featuring the Ultime Repair Miracle Hair Treatment Serum.

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are lorealpro_education_india (81 reels), wellaindia (57 reels), geetanjalisalon (44 reels), lakmesalon (41 reels), schwarzkopfin (39 reels), ikonic_professional (32 reels), streaxprofessional (31 reels), looksunisexsalon (27 reels), wellaproindia (22 reels), and envisalonspa (19 reels) FInd the list of Spa & Salon brands here.

Find the list of Spa & Salon brands here.

Perfume Brands in India

The fragrance market in India is experiencing significant growth and diversification, with a blend of luxury, affordability, and locally inspired scents. BELLAVITA and BELLA VITA LUXURY emphasize accessible luxury with their range of perfumes and fragrant bath & body products, often highlighting natural skincare elements as well. Adilqadri Perfumes, Master Cologne, Effendi Perfumes, and EKAM further contribute to this landscape, offering inspired and unique fragrances, curated collections, and a variety of scent-related products, including home fragrances, catering to a wider consumer base through both online and offline channels.

Established players like Ajmal Perfumes India continue to hold a strong position, while newer brands like RIO RABBIT INDIA and CelestialPerfume are focusing on local production, affordability, and long-lasting formulas, often drawing inspiration from international scents. The market also sees the emergence of unique concepts like Make Your Own Perfume (MYOP), offering personalized experiences.

Regional players like Lala Parmanand and Sons highlight the enduring appeal of traditional perfumery. Additionally, brands like Isak Fragrances and NEESH blend heritage with modern sensibilities, creating niche and gender-fluidic perfumes. The presence of multi-brand retailers like Parcos India and Perfumebooth further enriches the market by providing access to a wide array of international luxury and niche fragrances.

Ajmal Perfumes collaborated with Curly Tales ME and Rannvijay Singha for a fun promotional reel showcasing different types of perfume shoppers at their perfume launch event in Dubai. The campaign humorously engages audiences by encouraging them to tag friends who fit the featured shopping personas.

Yaaakrish collaborated with Bella Vita Luxury for a lighthearted promotional reel highlighting girls’ mood swings with a humorous touch. The campaign ties into Valentine’s gifting by subtly promoting Bella Vita perfumes as an ideal present during the Valentine’s season.

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Parcos Beauty (25 reels), Bella Vita (21 reels), Lala Parmanand & Sons (15 reels), MyOp India (14 reels), Bella Vita Luxury (10 reels), The Old Natural (9 reels), Ramsons Perfumes (9 reels), Nisara Beauty (8 reels), The French Essence (7 reels), Master Cologne (7 reels), Ajmal Perfumes India (5 reels), Scentido India (4 reels), Scent Vogue (4 reels), Naso Profumi (4 reels), and Isak Fragrances (4 reels).

Find the list of Perfume brands here.

Cosmetics Brands in India

The Indian makeup market is a vibrant and dynamic space, characterized by a diverse range of brands catering to various preferences and budgets. SUGAR Cosmetics leads the charge with its trendy and high-performing products, while Lakmé, a long-established brand, remains synonymous with fashion and beauty in India.

Celebrity-endorsed lines like Kay Beauty by Katrina have also carved a significant niche, celebrating inclusivity and empowerment. Online beauty retailers like Nykaa have successfully launched their own makeup lines, offering consumers a wide array of globally formulated products. Additionally, international giants such as M·A·C Cosmetics and Sephora India maintain a strong presence, bringing global trends and premium offerings to the Indian market.

Beyond the major players, the market is further enriched by brands like Faces Canada, #MyGlamm, Forever52 India, and Renee Cosmetics, each with unique selling propositions, ranging from skin-loving formulations to professional-grade quality.

Cruelty-free and vegan options are increasingly popular, championed by brands like Iba, MARS Cosmetics, and Insight Cosmetics. Affordable luxury is a key focus for brands like Recode Studios, while others like Swiss Beauty and Colors Queen Cosmetics aim to provide accessible and trendy makeup essentials.

The landscape is constantly evolving, with brands like Praush Beauty and SUGAR POP Beauty emphasizing quality and cruelty-free practices, catering to the conscious consumer and reflecting the growing sophistication of the Indian makeup user.

Shelly Gupta collaborates with Lakmé to bring you the ultimate sun protection + hydration duo!

Subiksha Shivakumar partnered with Maybelline India to promote the Instant Age Rewind Eraser Concealer. The campaign highlights its quick and flawless coverage, positioning it as a must-have beauty essential.

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Lakmé India (924 reels), Maybelline India (638 reels), MAC Cosmetics India (519 reels), Mars Cosmetics (477 reels), Kay Beauty by Katrina (412 reels), Swiss Beauty (348 reels), Forever 52 India (289 reels), Nykaa Cosmetics (278 reels), PAC Cosmetics (275 reels), Renee Cosmetics (252 reels), Myntra Beauty (224 reels), Benefit India (222 reels), Sephora India (195 reels), Too Faced India (194 reels), Try Sugar (182 reels), and Smashbox India (172 reels).

Find the list of Cosmetic brands here.

Men’s Grooming Brands

Men’s grooming encompasses a diverse range of product categories, with brands leveraging influencer marketing and seasonal promotions to drive engagement. In the shaving segment, Gillette dominates with its Mach 3 and Fusion5 razors, frequently endorsed by influencers for delivering a smooth and comfortable shave. Bombay Shaving Company also gains attention with its SENSI SMART 3 razor and hair removal spray, catering to convenience-focused consumers.

The fragrance market is highly active, with brands like Wild Stone CODE, Axe, and Villain promoting scents for various occasions. In beard care and hair styling, Beardo stands out for its beard growth products and strong-hold styling waxes.

Meanwhile, men’s skincare is shaped by brands such as Ponds Men and Garnier Men, with influencers often sharing simple skincare routines using these products. Across all categories, brands emphasize efficiency, convenience, and specific benefits like odor protection and hair solutions, particularly during festive seasons when gift sets and special offers are widely promoted.

Food Tech Govind collaborates with Wild Stone for a fragrance that makes a statement! Wild Stone Code Titanium Body Perfume Spray—a bold, masculine aroma with a burst of marine freshness.

Vineet Mhatre collaborates with Garnier Men for fresh, pollution-free skin!

The figure on the left illustrates the number of influencer reels identified for these brands over the past six months. A larger logo size indicates a greater number of content pieces discovered. Some of the top brands are Lakmé India (924 reels), Maybelline India (638 reels), MAC Cosmetics India (519 reels), Mars Cosmetics (477 reels), Kay Beauty by Katrina (412 reels), Swiss Beauty (348 reels), Forever 52 India (289 reels), Nykaa Cosmetics (278 reels), PAC Cosmetics (275 reels), Renee Cosmetics (252 reels), Myntra Beauty (224 reels), Benefit India (222 reels), Sephora India (195 reels), Too Faced India (194 reels), Try Sugar (182 reels), and Smashbox India (172 reels).

Find the list of Men Grooming brands here.

Beauty & Personal Care Brands Marketing Campaigns: Strategies, Successes, and Trends

Festive Campaigns

Mamaearth promoted its fragrance gift packs as the perfect festive gift, tapping into the self-care and wellness gifting trend. Through influencer collaborations and festive-themed content, the brand successfully captured consumer interest. Similarly, Sunsilk’s “Shine Koro Khola Chule” campaign highlighted its hair serum, emphasizing smooth, free-flowing hair for celebrations. Using aspirational beauty content and influencer-led storytelling, Sunsilk drove high engagement among young audiences.

Sales & Offers

MyGlamm’s Birthday Sale offered seven products for ₹799, driving excitement and encouraging cross-category purchases. Influencer promotions and social media buzz amplified the deal, boosting conversions. Aqualogica’s “Glow With The Flow Sale” used the code GLOW to create urgency and exclusivity, positioning it as a perfect skincare refresh while reinforcing its hydration and radiance messaging.

Salon Promotions & Events

Lakmé Salon’s Pujo campaign offered festive makeup and blow-dry services for ₹2000 at its new Tollygunge outlet, attracting beauty enthusiasts during Durga Puja. The campaign likely used influencer partnerships and transformation content to drive awareness. Enrich Salon’s Prize Wheel campaign gamified the salon experience, offering discounts and free services, boosting footfall, and encouraging social media engagement through shareable moments.

Product Launches

Dove launched its Scalp + Hair Therapy Scalp Serum with Zinc Peptide and Niacinamide, emphasizing scalp health for stronger hair. The campaign likely focused on consumer education through dermatologist-backed claims, influencer testimonials, and before-and-after results. PR drops to beauty influencers helped build credibility and drive authentic reviews, positioning the product as essential for holistic haircare.

Brand Promotions

Pond’s India made a strong impact at Nykaaland, an exclusive beauty festival, by creating immersive brand experiences. The campaign likely featured interactive product trials, influencer-led promotions, and exclusive brand showcases, enhancing consumer engagement. By stepping beyond digital interactions, Pond’s fostered brand loyalty through hands-on experiences, reinforcing its position in the beauty industry.

Korean Beauty Promotions

Ongredients boosted visibility with a giveaway, offering its Skin Barrier Glow Cover Cushion PR set to 10 winners while promoting its Skin Barrier Calming Lotion. The campaign leveraged influencer partnerships and social media engagement to drive excitement and trial among skincare enthusiasts.

These campaigns showcase how beauty brands use festive moments, sales, and influencer collaborations to enhance engagement and boost sales.

Conclusion: The Evolving Beauty Landscape

The beauty industry is evolving rapidly, driven by e-commerce, social media influence, ingredient-conscious consumers, and seasonal demand. Platforms like Myntra, Nykaa, and Tira are key shopping destinations, while influencer marketing and user-generated content shape trends and purchasing decisions. Consumers increasingly seek ingredient-focused solutions like hyaluronic acid and vitamin C, and festive seasons like Diwali and wedding events drive significant sales. The enduring popularity of K-beauty reflects a demand for advanced skincare, and while men’s grooming is growing, the beauty market remains vast, covering skincare, haircare, and makeup for all genders. Brands must stay agile, leveraging digital engagement and evolving trends to stay competitive.