Indian beauty and skincare industry is under a major transformation and growth due to shifting preference, modern lifestyle and growing influence of social media platforms. A Category Evaluation study by MarketGenics India Pvt. Ltd. for a leading Herbal skincare brand on understanding the cosmetic needs across students, working woman and homemakers revealed some pertinent buying behavior. The objective of the study was to guide the brand’s product positioning in Herbal beauty Category .

Research Methodology: FGDs at the Core

MarketGenics adopted a qualitative approach through Focus Group Discussions (FGDs):

• Respondent Profiles:

  • Students (16–23 years)

  • Working Women (24–35 years)

  • Homemakers (31–40 years)

This structured design allowed the study to capture diverse perspectives across age, lifestyle, and user profiles.

Let us dive into the category of skin care

Students-Skincare for Glow and Confidence

• Skin issues: Acne, dark spots and oily & sensitive skin.
• Routine: Basic face wash-moisturizer, sunscreen, some also add toner or serum at night.
• Goal: Clean, glowing and healthy skin.
• Purchase pattern: Reviews, packaging, value for money will be high in consideration. They will try out new brands if prices are manageable.

Working women - A work-life balance for themselves

• Skin issues: Tanning and dry skin and acne because of skin sensitivity to weather changes.
• Routine: Face wash-moisturizer, sunscreen, and night serum.
• Goal: Preventing dark circles, tanning and keeping skin hydrated.
• Purchase pattern: The choice of brand, reviews and expert recommendation will be given top priority. Price being less of a concern over the quality and also willing to repurchase monthly.

Homemakers-Tradition blends with modern approaches

• Skin issues: Aging and dark spots and dull skin.
• Routine: Face wash-turmeric-besan face pack, day and night cream. The night one also comprises of a night serum.
• Goal: Hydrated, to reduce dark spots and maintain youthfulness.
• Purchase pattern:Trust the brands and also try familiar products. Also willing to shop offline as well as online (Nykaa, Amazon, Flipkart)

Key Takeaways for Skincare Brands:

• Ingredient awareness : Shoppers check that ingredients are natural and chemical free.
• Influence of digital : Reviews, ratings, recommendations from influencers.
• Personalization : Different consumers have different concerns. Tailor to fit each demographic.
• Hybrid shopping : Online and offline shopping equally important for the consumers
• Price vs efficacy : Students want to buy cheap, but women want efficacy - price versus benefits.

As a pioneer in herbal and Ayurvedic beauty solutions, our client's brand is uniquely positioned to leverage these insights:

Conclusion

This study reaffirms that skincare is not just about beauty—it’s about confidence, wellness, and self-care. By listening to consumers and aligning offerings with their evolving needs, the brand can continue to lead the herbal beauty space with authenticity and innovation.