Two Decades of Cosmetics Buying Among Indian Women: A Behavioral Review (2000–2015)

Abstract

Between 2000 and 2015, India's cosmetic industry witnessed robust growth, driven by rising disposable incomes, urbanization, and evolving beauty ideals. Indian women's cosmetic buying behavior was significantly shaped by socio-cultural pressures, particularly the preference for fair skin, which was equated with beauty and social success. This cultural bias led to the widespread popularity of fairness creams like Fair & Lovely. Impulse buying also played a substantial role, with store ambiance and sensory cues enhancing unplanned purchases. Marketing strategies, especially celebrity endorsements and aspirational messaging, increased brand loyalty among women, particularly in urban centers like Pune. Socio-demographic factors—age, marital status, income, and education—further influenced preferences, with younger and unmarried women showing higher purchasing frequency and brand consciousness. Though interest in natural and organic cosmetics began emerging, widespread adoption was limited. Simultaneously, the increasing availability of digital reviews and beauty blogs began to shift information-seeking behavior, laying the groundwork for a more informed, connected consumer base.