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The beauty and personal care industry in India is undergoing a seismic shift. ‘Shopping by concerns’ is being replaced by ‘Shopping by ingredients’. Consumers today are increasingly mindful of the ingredients in the products they purchase, building self-care routines that fit their aspirations.
Digital acceleration, coupled with evolving consumer mindsets, is fundamentally altering how brands connect with their consumers, especially when it comes to reaching younger demographics.
Himalaya Wellness is also embracing a digital-first marketing strategy in 2025, marking a significant shift from its traditional-first approach. Himalaya is aligning its marketing mix to ensure maximum engagement, personalisation and reach across online platforms.
“In the past, the majority of our ad spend was allocated to TV, but as digital consumption surges, we have restructured our investment strategy,” shares Ragini Hariharan, Marketing Director - Beauty & Personal Care, Himalaya Wellness.
She elaborates, “For the beauty segment, TV spending has now been optimised to 30-40%, while a larger share of our budget is dedicated to digital platforms, influencer collaborations, and e-commerce-driven content.”
On the digital front, the brand aims to work with a robust mix of relevant influencers and spend on e-commerce and performance marketing to reach the right consumers. It’s also planning to invest in web series and digital storytelling to seamlessly integrate the products into engaging narratives that resonate with younger audiences.
Vernacular advertising on digital platforms will also be a key pillar of the brand’s strategy in 2025 to connect with diverse consumer bases. “While digital is our primary focus, we continue to leverage TV, print, and out-of-home advertising in a strategic manner, ensuring a balanced multi-platform presence,” Hariharan adds.
These measures are important for Himayala Wellness, a legacy brand, to connect with the consumers of today — for whom transparency, safety and sustainability are key considerations while making a purchase. Simply delivering results as a skincare brand is no longer enough. Brands must go the extra mile, reassessing their R&D capabilities and product quality — while delivering clarity, proof and purpose.
“Consumers today are asking more questions than ever — not just about what goes into their products but also about efficacy, sourcing, and long-term impact,” she explains, listing the rise of D2C brands, digital-first strategies, and influencer-driven awareness as factors empowering consumers.
Himalaya Wellness is preparing to brave a big challenge in 2025: Navigating the rising competition in the clean beauty and natural skincare space. “As more brands enter this segment, differentiating ourselves will require a sharper focus on innovation, consumer education, and storytelling,” Hariharan shares.
The brand plans to stay ahead of the curve by remaining committed to scientific rigor, keeping consumers well-informed about what goes into the products, leveraging digital and influencer marketing more meaningfully, and strengthening its sustainability efforts, not just in terms of ingredients but also in packaging and sourcing. Essentially, it’s actively modernising its products and strategy to resonate with younger consumers.
To meet the evolving preferences, Himalaya is introducing new-age skincare formats such as serums that integrate potent Ayurvedic ingredients with scientifically backed actives like Niacinamide and Glycolic Acid. “This approach ensures that our products remain high-performance while staying true to our herbal heritage. By innovating with these modern formulations, we cater to the growing demand for personalised and results-driven skincare solutions,” she explains.
The brand is also actively collaborating with influencers and looking at brand integrations into popular web shows and digital platforms to meet the target audience where they are, striving to drive organic engagement and authentic resonance. AI is also a key part of the brand’s strategy, enabling the team to identify shifts in consumer interests and create highly personalised and impactful campaigns.
Hariharan shares an example: “AI-powered insights highlighted a rising preference for turmeric as a trusted remedy, particularly in rural markets where traditional, time-tested solutions hold deep cultural significance. This insight influenced our strategic approach to launching the Himalaya Turmeric range, ensuring our messaging aligned with regional consumer sentiments and expectations.”
AI-powered and data-driven insights are also helping the brand optimise its omnichannel strategy, ensuring that every interaction—whether through an ad, a social media post, an influencer’s recommendation, or a retail experience—feels consistent and reinforces Himalaya’s brand promise. “This holistic and consumer-centric approach allows us to stay relevant, accessible, and top-of-mind in an evolving marketplace,” Hariharan emphasises.
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