Mass Beauty and Personal Care

in India
Euromonitor International
June 2019
MASS BEAUTY AND PERSONAL CARE IN INDIA Passport i

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Mass Beauty and Personal Care Maintains the Dominant Share ............................................. 1
Consumers Continue To Demand Natural Products ................................................................. 1
Internet Retailing Continues To Benefit Mass Beauty and Personal Care ................................ 2
Competitive Landscape ................................................................................................................ 2
With Its Diversified Portfolio, Hindustan Unilever Retains Its Top Spot .................................... 2
Marico Ranks Second Through Its Offerings in Hair Care ........................................................ 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-
2018 ............................................................................................................. 2
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value
Growth 2013-2018 ....................................................................................... 3
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value
2014-2018 .................................................................................................... 4
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value
2015-2018 .................................................................................................... 5
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category:
Value 2018-2023 .......................................................................................... 6
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: %
Value Growth 2018-2023 ............................................................................. 6

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MASS BEAUTY AND PERSONAL CARE IN INDIA Passport 1

MASS BEAUTY AND PERSONAL

CARE IN INDIA
HEADLINES
▪ Mass beauty and personal care registers retail value growth of 9% with sales of INR707.8
billion in 2018
▪ Demand for natural products continues to rise
▪ Average unit prices increase as demand for natural products rises
▪ Hindustan Unilever leads the category with a value share of 30% in 2018
▪ Mass beauty and personal care is anticipated to register a -2% current value CAGR (-6%
2018 constant value CAGR) over the forecast period to reach INR643.1 billion in 2023

PROSPECTS

Mass Beauty and Personal Care Maintains the Dominant Share

Indian consumers are experiencing a rise in their disposable income and are becoming more
aspirational in when choosing beauty and personal care products. However, the larger
consumer base continues to be price sensitive. This has translated into all major manufacturers
continuing to offer diversified portfolios targeting this consumer base. Companies such as
Hindustan Unilever, Marico, Godrej Consumer Products, L'Oréal India and Johnson & Johnson
(India) are a few players that have strong portfolios in mass beauty and personal care.
Companies present in the mass segment have penetrated deep into both urban and rural areas,
backed by strong distribution through supermarkets, hypermarkets, e-commerce platforms,
mom and pop stores, etc. They also continue investing in widespread marketing campaigns to
maintain strong brand recall amongst the consumers. During the forecast period, mass beauty
and personal care will continue to lead in India, backed by a large price-sensitive population that
wants functional products but at affordable prices.

Consumers Continue To Demand Natural Products

As social media continues gaining strength in India, there has been widespread interest in
going natural as people become increasingly aware that chemicals used in many beauty and
personal care products can have harmful effects. This has resulted in all major players having
dedicated portfolios of products catering to this demand and increasing their natural offerings.
Companies such as Marico and Patanjali have strong product offerings termed natural in mass
beauty and personal care. As the health and wellness trend continues to gain steam, consumers
are becoming more aware and are reading the product labelling to understand the ingredients
that have gone into manufacturing the products and how those ingredients can affect their
overall wellness. The rise in demand for natural products is creating opportunities for newer
players to gain market share. Established companies continue to market these products through
widespread advertisement campaigns. For example, Marico launched an advertisement
campaign for its Parachute Advansed Ayurvedic Hair Oil, thus strengthening its position in mass
hair care. During the forecast period, demand for natural products is expected to grow, backed
by the health and wellness trend.

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MASS BEAUTY AND PERSONAL CARE IN INDIA Passport 2

Internet Retailing Continues To Benefit Mass Beauty and Personal Care

As the digital platform in the country widens its horizons due to easily accessible internet
services at affordable prices, almost all mass beauty and personal care manufacturers are
making their offerings available through this channel. Especially in the urban areas, online
grocery stores such as BigBasket are offering mass beauty and personal care products with
immediate delivery options. Apart from that, both urban and rural areas are now catered to by
online beauty specialist stores such as Nykaa.com that are offering a widespread variety of both
premium and mass beauty and personal care products. Major e-commerce players such as
Amazon and Flipkart also continue to penetrate this market through their own platforms. In a
country like India, where consumers normally prefer sampling their products before use, internet
retailing has been adopted well by the masses. This is mainly because of the cashback
schemes, easy return policies, year-round discounts and guarantee of original products.
Consumers also find it convenient to order products through such digital platforms as they can
shop using a click of the button and have access to a very diverse variety of products to fulfil
their requirements. Consumers also read customer reviews on the websites and compare prices
across these websites to get the best deal. During the forecast period, as distribution channels
and internet penetration improve, sales of mass beauty and personal care through internet
retailing will continue to grow.

COMPETITIVE LANDSCAPE

With Its Diversified Portfolio, Hindustan Unilever Retains Its Top Spot
Hindustan Unilever continued to hold the leading value share in mass beauty and personal
care in India during 2018. The company has a strong product portfolio that is offered at different
price points to gain maximum market share. The company is present in mass beauty and
personal care through several brands such as Fair & Lovely, Lifebuoy, Lux, Dove, Clinic Plus,
Lakme and Pond’s. The company is amongst the first multinational players that entered India,
which has given it a first-mover advantage. It has tapped into the country through a strong
omnichannel distribution strategy and large-scale marketing campaigns. Its products are
available via department stores, supermarkets, mom and pop stores, digital platforms, amongst
others. It also has acquired regional brands, such as Indulekha in 2015, to strengthen its
foothold in the Indian market, especially in the Ayurvedic and herbal products arena.

Marico Ranks Second Through Its Offerings in Hair Care

Marico remained the second leading player in mass beauty and personal care for 2018, due
to its strong performance in hair care, notably conditioners and treatments. Its Parachute brand
leads the offering of affordable hair oil products. As usage of hair oils continues to dip in urban
areas as the youth prefer other hair- styling products, the company has improvised and targeted
two major areas: the rural market and the hair loss treatments category. Its Parachute Advansed
Jasmine hair oil experienced considerable growth through its advertisement campaign “Invest in
Yourself to Shine”, targeting youth in small towns that have a strong ambition to make a mark
and shine. In addition, its Parachute Advansed Ayurvedic Hair Oil marketing campaign has
strengthened its position in the hair loss category.

CATEGORY DATA
Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018

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INR million
2013 2014 2015 2016 2017 2018

Mass Baby and Child- 13,129.0 15,344.6 17,731.4 20,371.5 23,453.2 27,062.4
specific Products
Mass Bath and Shower 159,752.8 181,189.8 196,448.0 209,055.9 222,157.1 236,964.8
Mass Colour Cosmetics 32,937.7 39,330.4 45,772.7 52,421.6 59,256.9 67,486.6
- Mass Eye Make-Up 4,396.1 5,404.5 6,431.8 7,458.0 8,541.9 9,848.0
- Mass Facial Make-Up 4,062.4 4,927.0 5,849.0 6,816.5 7,832.8 9,043.9
- Mass Lip Products 19,121.2 22,810.2 26,450.5 30,168.3 33,862.6 38,366.3
- Mass Nail Products 5,358.0 6,188.7 7,041.4 7,978.8 9,019.6 10,228.4
- Mass Colour Cosmetics - - - - - -
Sets/Kits
Mass Deodorants 19,058.7 23,059.2 26,427.3 29,605.4 32,448.0 35,871.1
Mass Fragrances 3,792.0 4,361.6 4,987.2 5,570.2 6,221.7 6,935.5
- Mass Men's Fragrances 2,150.6 2,488.7 2,859.4 3,208.3 3,592.9 4,016.2
- Mass Women's Fragrances 1,641.4 1,872.9 2,127.8 2,361.9 2,628.8 2,919.3
- Mass Unisex Fragrances - - - - - -
- Mass Fragrance Sets/ - - - - - -
Kits
Mass Hair Care 144,068.4 158,089.3 170,327.3 182,481.7 196,256.1 211,325.9
Mass Skin Care 71,238.7 80,958.3 90,263.6 98,769.5 107,840.6 117,871.2
- Mass Body Care 6,586.5 7,627.2 8,695.7 9,765.0 10,941.8 12,234.7
- Mass Facial Care 64,438.4 73,064.2 81,245.2 88,622.2 96,450.6 105,112.3
- Mass Hand Care 213.8 266.8 322.7 382.3 448.2 524.2
- Mass Skin Care Sets/ - - - - - -
Kits
Mass Adult Sun Care 2,171.9 2,495.4 2,855.2 3,256.1 3,752.7 4,298.7
- Mass Aftersun - - - - - -
- Mass Self-Tanning - - - - - -
- Mass Sun Protection 2,171.9 2,495.4 2,855.2 3,256.1 3,752.7 4,298.7
Mass Beauty and 446,149.3 504,828.5 554,812.7 601,531.7 651,386.3 707,816.1
Personal Care
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Mass Baby and Child-specific Products 15.4 15.6 106.1

Mass Bath and Shower 6.7 8.2 48.3
Mass Colour Cosmetics 13.9 15.4 104.9
- Mass Eye Make-Up 15.3 17.5 124.0
- Mass Facial Make-Up 15.5 17.4 122.6
- Mass Lip Products 13.3 14.9 100.6
- Mass Nail Products 13.4 13.8 90.9
- Mass Colour Cosmetics Sets/Kits - - -
Mass Deodorants 10.5 13.5 88.2
Mass Fragrances 11.5 12.8 82.9
- Mass Men's Fragrances 11.8 13.3 86.7
- Mass Women's Fragrances 11.1 12.2 77.9
- Mass Unisex Fragrances - - -
- Mass Fragrance Sets/Kits - - -
Mass Hair Care 7.7 8.0 46.7

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Mass Skin Care 9.3 10.6 65.5

- Mass Body Care 11.8 13.2 85.8
- Mass Facial Care 9.0 10.3 63.1
- Mass Hand Care 17.0 19.6 145.2
- Mass Skin Care Sets/Kits - - -
Mass Adult Sun Care 14.5 14.6 97.9
- Mass Aftersun - - -
- Mass Self-Tanning - - -
- Mass Sun Protection 14.5 14.6 97.9
Mass Beauty and Personal Care 8.7 9.7 58.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018

% retail value rsp

Company 2014 2015 2016 2017 2018

Hindustan Unilever Ltd 31.4 31.3 30.8 30.1 29.6

Marico Ltd 6.1 6.3 5.8 5.5 5.2
Godrej Consumer 5.0 4.9 4.8 4.8 4.8
Products Ltd
L'Oréal India Pvt Ltd 3.9 4.0 4.1 4.2 4.3
Johnson & Johnson 3.2 3.3 3.5 3.7 3.8
(India) Ltd
Wipro Consumer Care & 3.1 3.2 3.3 3.4 3.6
Lighting Ltd
Reckitt Benckiser 2.7 2.7 2.8 2.8 2.8
(India) Ltd
Dabur India Ltd 2.5 2.5 2.5 2.5 2.5
Procter & Gamble Home 3.1 2.8 2.7 2.6 2.5
Products Ltd
Emami Ltd 2.4 2.5 2.5 2.5 2.4
ITC Ltd 2.0 2.1 2.0 2.0 2.1
Patanjali Ayurved Ltd 1.2 1.6 2.1 2.1 2.0
Himalaya Drug Co, The 1.0 1.1 1.2 1.4 1.5
Nivea India Pvt Ltd 0.9 1.0 1.2 1.3 1.4
Oriflame India Pvt Ltd 1.5 1.5 1.5 1.2 1.1
Bajaj Consumer Care Ltd 0.8 0.9 1.0 1.0 1.1
Vini Cosmetics Pvt Ltd 0.8 0.8 0.9 0.9 1.0
CavinKare Pvt Ltd 0.9 0.9 0.9 0.9 0.9
Hygienic Research 0.6 0.6 0.7 0.7 0.8
Institute
Amway India Enterprises 0.6 0.6 0.6 0.6 0.6
Pvt Ltd
Karnataka Soaps & 0.5 0.5 0.5 0.5 0.5
Detergents Ltd
McNroe Chemicals Pvt Ltd 0.4 0.4 0.4 0.4 0.4
Helene Curtis India 0.6 0.5 0.5 0.4 0.4
Ltd, J K
Jyothy Laboratories Ltd 0.4 0.4 0.4 0.4 0.4
Cholayil 0.5 0.4 0.4 0.4 0.4
Pharmaceuticals Pvt Ltd
Modi Revlon Pvt Ltd 0.3 0.3 0.3 0.4 0.4
Quest Retail Pvt Ltd 0.3 0.3 0.3 0.3 0.4
Colorbar Cosmetics Pvt 0.2 0.3 0.3 0.3 0.3
Ltd

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Lotus Herbals Ltd 0.3 0.3 0.3 0.3 0.3

Zydus Wellness Ltd 0.3 0.3 0.3 0.3 0.3
Others 22.5 21.4 21.2 22.0 22.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018

% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Fair & Lovely Hindustan Unilever Ltd 6.1 6.0 5.8 5.7
(Unilever Group)
Lifebuoy (Unilever Hindustan Unilever Ltd 5.4 5.2 5.2 5.1
Group)
Lux (Unilever Group) Hindustan Unilever Ltd 4.6 4.5 4.4 4.3
Santoor (Wipro Ltd) Wipro Consumer Care & 3.0 3.1 3.2 3.4
Lighting Ltd
Johnson's Baby Johnson & Johnson 2.7 2.8 3.0 3.0
(Johnson & Johnson (India) Ltd
Inc)
Dettol (Reckitt Reckitt Benckiser 2.7 2.8 2.8 2.8
Benckiser Group Plc (India) Ltd
(RB))
Parachute Coconut Oil Marico Ltd 3.6 3.1 2.8 2.6
Dove (Unilever Group) Hindustan Unilever Ltd 2.6 2.6 2.6 2.6
Clinic Plus Hindustan Unilever Ltd 2.8 2.7 2.5 2.4
(Unilever Group)
Godrej No 1 (Godrej Godrej Consumer 2.4 2.3 2.3 2.2
Group) Products Ltd
Lakmé (Unilever Hindustan Unilever Ltd 1.7 1.7 1.8 1.8
Group)
Pond's (Unilever Hindustan Unilever Ltd 1.8 1.8 1.7 1.7
Group)
Dabur Dabur India Ltd 1.4 1.4 1.4 1.4
Himalaya Herbals Himalaya Drug Co, The 0.9 1.0 1.2 1.3
Pears (Unilever Hindustan Unilever Ltd 1.4 1.3 1.3 1.3
Group)
Garnier Skin L'Oréal India Pvt Ltd 1.2 1.2 1.2 1.2
Naturals (L'Oréal
Groupe)
Head & Shoulders Procter & Gamble Home 1.3 1.3 1.2 1.1
(Procter & Gamble Products Ltd
Co, The)
Cinthol (Godrej Godrej Consumer 1.2 1.2 1.2 1.1
Group) Products Ltd
Bajaj (Bajaj Bajaj Consumer Care Ltd 0.9 1.0 1.0 1.1
Sevashram Ltd)
Fogg Vini Cosmetics Pvt Ltd 0.8 0.9 0.9 1.0
Himani Navratna Emami Ltd 1.1 1.0 1.0 1.0
Patanjali Patanjali Ayurved Ltd 0.7 1.0 1.0 0.9
Pantene (Procter & Procter & Gamble Home 1.1 1.0 0.9 0.9
Gamble Co, The) Products Ltd
Vivel ITC Ltd 0.9 0.8 0.8 0.8
Godrej Hair Dye Godrej Consumer 0.8 0.8 0.8 0.8
(Godrej Group) Products Ltd
Garnier Color L'Oréal India Pvt Ltd 0.6 0.7 0.7 0.7
Naturals (L'Oréal

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Groupe)
Maybelline (L'Oréal L'Oréal India Pvt Ltd 0.5 0.5 0.6 0.7
Groupe)
Hamam (Unilever Hindustan Unilever Ltd 0.7 0.7 0.7 0.6
Group)
Dabur Vatika Dabur India Ltd 0.7 0.6 0.6 0.6
Super Vasmol Hygienic Research 0.5 0.6 0.6 0.6
Institute
Others Others 44.1 44.4 44.9 45.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023

INR million
2018 2019 2020 2021 2022 2023

Mass Baby and Child- 27,062.4 29,745.8 32,739.6 36,021.7 39,564.6 -

specific Products
Mass Bath and Shower 236,964.8 239,624.5 241,881.8 244,935.0 248,145.4 -
Mass Colour Cosmetics 67,486.6 73,022.4 78,896.1 84,972.5 91,356.3 97,968.2
- Mass Eye Make-Up 9,848.0 10,793.5 11,801.0 12,887.6 14,042.1 15,187.6
- Mass Facial Make-Up 9,043.9 9,894.7 10,833.4 11,831.8 12,867.5 13,954.9
- Mass Lip Products 38,366.3 41,321.1 44,403.5 47,528.8 50,806.9 54,223.0
- Mass Nail Products 10,228.4 11,013.0 11,858.2 12,724.3 13,639.8 14,602.8
- Mass Colour Cosmetics - - - - - -
Sets/Kits
Mass Deodorants 35,871.1 37,879.2 40,000.5 42,395.0 45,047.6 -
Mass Fragrances 6,935.5 7,354.0 7,800.0 8,268.5 8,750.9 9,272.8
- Mass Men's Fragrances 4,016.2 4,269.4 4,539.6 4,830.0 5,131.9 5,458.5
- Mass Women's Fragrances 2,919.3 3,084.7 3,260.4 3,438.5 3,619.1 3,814.2
- Mass Unisex Fragrances - - - - - -
- Mass Fragrance Sets/ - - - - - -
Kits
Mass Hair Care 211,325.9 217,018.3 223,449.1 230,321.6 237,675.8 245,777.3
Mass Skin Care 117,871.2 123,026.2 128,728.9 134,836.4 141,289.6 148,076.4
- Mass Body Care 12,234.7 13,073.6 14,006.6 15,018.2 16,110.3 17,298.3
- Mass Facial Care 105,112.3 109,371.1 114,078.3 119,106.4 124,394.3 129,914.4
- Mass Hand Care 524.2 581.5 644.0 711.8 784.9 863.7
- Mass Skin Care Sets/ - - - - - -
Kits
Mass Adult Sun Care 4,298.7 4,715.4 5,191.8 5,697.1 6,273.8 6,914.1
- Mass Aftersun - - - - - -
- Mass Self-Tanning - - - - - -
- Mass Sun Protection 4,298.7 4,715.4 5,191.8 5,697.1 6,273.8 6,914.1
Mass Beauty and 707,816.1 732,385.9 758,687.8 787,447.8 818,104.1 508,008.7
Personal Care
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth
2018-2023

% constant value growth

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2018/2019 2018-23 CAGR 2018/23 Total

Mass Baby and Child-specific Products 9.9 - -

Mass Bath and Shower 1.1 - -
Mass Colour Cosmetics 8.2 7.7 45.2
- Mass Eye Make-Up 9.6 9.1 54.2
- Mass Facial Make-Up 9.4 9.1 54.3
- Mass Lip Products 7.7 7.2 41.3
- Mass Nail Products 7.7 7.4 42.8
- Mass Colour Cosmetics Sets/Kits - - -
Mass Deodorants 5.6 - -
Mass Fragrances 6.0 6.0 33.7
- Mass Men's Fragrances 6.3 6.3 35.9
- Mass Women's Fragrances 5.7 5.5 30.7
- Mass Unisex Fragrances - - -
- Mass Fragrance Sets/Kits - - -
Mass Hair Care 2.7 3.1 16.3
Mass Skin Care 4.4 4.7 25.6
- Mass Body Care 6.9 7.2 41.4
- Mass Facial Care 4.1 4.3 23.6
- Mass Hand Care 10.9 10.5 64.8
- Mass Skin Care Sets/Kits - - -
Mass Adult Sun Care 9.7 10.0 60.8
- Mass Aftersun - - -
- Mass Self-Tanning - - -
- Mass Sun Protection 9.7 10.0 60.8
Mass Beauty and Personal Care 3.5 -6.4 -28.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.

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