The Mini Revolution in India's Beauty Market

Small packs or 'minis' are making a significant impact on the Indian beauty market. Consumers are increasingly looking to experiment with and expand their makeup collections beyond the basics, such as lipsticks and kajals, at an affordable price point.

According to Sunanda Khaitan, VP at Lakme, these mini packs not only offer mass affordability but also provide the flexibility for consumers to try new products easily, catering to the on-the-go lifestyle of many Indians.

Gen Z and the Future of Minis

"India is embracing makeup minis with the same enthusiasm as full-sized products, especially among Gen Z, who are known for their experimentation," Khaitan shared in an exclusive interview with TOI.

With makeup penetration in India still under 30%, there's ample room for growth. The advent of quick commerce platforms like Swiggy and Zepto is further accelerating this trend, making products like nail removers and kajals more accessible.

Beauty Segment Defies Inflation

Despite broader discretionary spending being dampened by inflation, the beauty segment remains resilient. "Aspiration and beauty expression have not slowed down; if anything, they've strengthened post-Covid," noted Khaitan.

Lakme's strategy focuses on democratizing makeup and introducing the latest trends at accessible prices, alongside heavy investments in digital platforms to meet consumers where they are.