India’s Beauty Boom Spurs Sharp Rise in Marketing Spends in 2025.

India’s beauty and personal care market witnessed a marked surge in marketing expenditures in 2025, driven by fierce competition, rising creator fees, omnichannel expansion and
The sector’s strong momentum stems from consumer demand for ingredient-led and science-backed formulations, expanding product narratives and continued entry of global players into the Indian market. This competitive environment has made brand differentiation more costly, with marketers pouring budgets into content creation, influencer partnerships and performance-led digital marketing to capture attention.

As brands expanded beyond digital storefronts into offline retail and modern trade, spend pressures intensified further. Establishing exclusive outlets and strengthening in-person
Industry leaders highlighted that elevated costs for creator collaborations, immersive campaigns and targeted omnichannel activations have reshaped how beauty brands allocate
Emerging and established players alike emphasise tailored investment strategies that balance brand equity with performance goals. For some, this has meant focusing on storytelling that resonates with consumers’ evolving preferences, while others have strengthened community engagement and in-house creative capabilities to manage rising spend requirements.

Looking ahead to 2026, marketing professionals expect elevated spending to continue, albeit with greater emphasis on efficiency, first-party data utilisation and integrated offline-digital strategies. Brands that can align performance marketing with strong equity building and retail footprints are likely to thrive in India’s rapidly maturing beauty landscape.