India has seen a substantial rise in the beauty and personal care market, driven by growing awareness of skincare, rising disposable income among the middle class, and rapid urbanisation, cementing its position as a high-growth market for big brands in this field. However, this increase in demand has mostly been fulfilled by foreign brands, and only around 10% of the premium beauty market is held by Indian brands in this lucrative industry—very low compared to other Asian countries, where this number is estimated to be around 40%.

 

According to industry data, India's beauty and personal care market was valued at around US$28 billion in 2024 and is projected to reach approximately US$48.5 billion by 2033. To cater to such a large industry, different foreign brands are looking to invest in and acquire stakes in already established ventures. But where do Indian brands stand in this picture? Despite being part of such a huge market, their contribution remains below the average for local brands.

 

But that doesn’t mean no beauty brands from India have emerged in the luxury segment whose product quality has won people's trust and become the choice of consumers. From Forest Essentials' 6,000-year-old Ayurvedic-based products to the transparent and science-orientated Minimalist brand's products, this article will explore five Indian beauty brands that have evolved into the language of Indian personal care.

 

Forest Essentials

 

 

Forest Essentials has built its place in the premium luxury segment of the beauty and personal care industry. Since its inception in 2000, it has cemented its standing as an Ayurvedic and esteemed personal care brand that has more than 200 outlets across India and has extended its reach to the international market. Founded by Mira Kulkarni, she turned her hobby of creating Ayurvedic beauty solutions into an upscale business that generated ₹585 crore in revenue in FY2025. The initial investor, Estée Lauder, the American beauty company that increased its stake to 49% in 2019, agreed to acquire the remaining stake in 2026, underscoring the rising importance of Indian beauty brands in the market.

 

Kama Ayurveda

 

 

Another Ayurvedic personal care brand, Kama Ayurveda, saw its products gain popularity among users for their quality ingredients, which are directly sourced from forests and small-scale farmers. Besides this, the brand also supports guilt-free products and offers premium packaging that reflects its prestige value. Furthermore, its products are available in more than 60 exclusive standalone boutiques and through prominent beauty retailers like Sephora and Nykaa. In FY2025, it generated ₹141 crore in revenue, and in 2022, Spanish beauty company Puig acquired an 85% stake in the brand, helping expand its international footprint, including the UK, with exclusive counters at high-end stores like Harrods.

 

Minimalist

 

 

One of India's most famous and affordable skin and hair care brands, Minimalist, relies on scientific and formulation-based principles to develop its products. Unlike Kama Ayurveda and Forest Essentials, whose core idea centres around traditional Ayurvedic formulations, it believes in science-backed and research-based results along with full transparency, defined by the ethos of #HideNothing. Aside from this, the brand focuses on ethical practices by keeping its products PETA-certified, vegan, and cruelty-free, while ensuring affordability for users. It was founded by brothers Rahul and Mohit Yadav from Jaipur in 2020, and within its first full year of operations, the company generated ₹100 crore in revenue. Thereafter, in 2025, it expanded further when Hindustan Unilever Limited (HUL) acquired a 90.5% stake in Minimalist for an estimated ₹2,700–3,000 crore.

 

Daughter Earth

 

 

Founded in 2018 by Parasanthy Gurgubelli, Daughter Earth is known for its unique intersection of Ayurveda and science. Inspired by her personal struggle with acne-prone skin, she faced many challenges while looking for suitable personal care products, which prompted her to launch her own natural and science-based brand. With an intense focus on R&D, its products ensure the essence of Ayurveda remains intact while following scientific extraction processes to maintain a high level of potency. Furthermore, the company contributes to social welfare by dedicating 10% of its profits towards girls' education and other social causes. Besides this, the brand follows sustainable packaging practices while keeping its products vegan, PETA-certified, and cruelty-free. Unlike many Indian personal care brands, it has not received any external investment and has reinvested its earnings directly into research and development.

 

Earth Rhythm

 

 

One of India’s leading sustainable and clinically backed direct-to-consumer (D2C) personal care brands, Earth Rhythm bridges the gap between organic ingredients and advanced cosmetic science. Unlike traditional Ayurvedic brands like Kama Ayurveda, it relies on zero-waste principles, in-house formulations, and independent clinical testing to target specific skin and hair concerns. The company heavily emphasises an inclusive and eco-conscious ethos, operating completely cruelty-free with PETA-approved products while utilising sustainable packaging, including sugarcane bioplastic and solid, plastic-free shampoo bars. It was launched from a home kitchen in 2015 by former banker Harini Sivakumar, who began creating non-toxic formulations to treat her son’s highly sensitive skin before formally rebranding and scaling the business with her father in 2019. By 2022, the brand had expanded its customer base tenfold, and its rapid growth ultimately led Nykaa to acquire a majority stake in Earth Rhythm to strengthen its conscious beauty portfolio.