Indian Beauty Market

Cosmoprof India Confirms that Distributors are Key to International Marketers Entering the Indian Beauty Market

The maiden edition of Cosmoprof India held in Mumbai last week didn’t disappoint. A notable observation was the presence of a myriad European companies, such as Eshel, LOOkX Dermo Cosmetics, Italcosmetici, MAXXelle, and Pettenon, among others, showcasing at the event with the intention of finding distributors/importers to enter the Indian beauty market. What is clearly evident is the common strategy of international brands using distributors to make inroads into the market. 

Some of the major distributors showcasing at the show included Beauty Essentials Marketing, Headrush Marketing, Esskay Beauty, and Streamlines Services. After a hiatus of eight years, Pevonia International makes inroads in the Indian beauty market in the professional skin care segment with an entry through Ozone Group as its distributor in Q2 2018. Esskay Beauty, the distributors of Rica — popular in the Indian market with its liposoluble waxes — expands its portfolio to include a range of hair care products for professional and take-home use in 2018. Beauty Essentials Marketing, a key distributor for cysteine and keratin treatment hair brands such as Kerafusion and Amazon Series, expands its portfolio to now offer Footlogix, a professional foot care brand, in India.

Similar to the global format, Cosmoprof India also hosted a calendar of captivating events that included Cosmotalks, Cosmoprof OnStage, and Cosmoprof Trends. Kline was a part of the Cosmotalks with a presentation on Opportunities and Challenges in the Indian Salon Hair Care Market, which included some key findings from the recently published Salon Hair Care Global Series — a collection of 27 individual market reports and global overview focusing on various market dynamics and business opportunities.

Some of the key takeaways from our presentation drawing upon the salon hair care market India include:

  • The salon hair care market in India continues to register a healthy double-digit growth, increasing by 13% in 2017, according to the Salon Hair Care Global Series However, what we are seeing is that the growth is reducing with every subsequent year as the market matures.
  • Market growth is driven by:
    • Ongoing demand for salon services such as hair coloring, straightening/smoothing, and cutting and styling
    • Increasing salon consumption and take-home sales of treatment products such as bond-builders and oil-based products
  • With the twin impact of demonetization, immediately followed by the implementation of the Goods and Service Tax (GST) which hampered market growth, we cannot say that the salon hair care market in India grew to its potential in 2017.

The Cosmoprof India legacy is expected to continue, with the announcement of the next edition to be held between June 12, 13 and 14, 2019 in Mumbai on a larger scale and a much wider audience, expanding the show from a two-day affair to its standard three-day format held at various other locations.

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