The cosmetics industry in India has seen rapid growth in the past decade. It’s not being stimulated by any one factor, there are many to name. The most important of all is definitely the growing awareness and consciousness of ayurvedic, natural, and vegan products. While the mainstream cosmetics products from Indian and international brands have ruled the markets for years, the products made with natural ingredients are new favourites. As they are known to have no side effect and cure skin imbalances in the best possible manner, modern consumers are embracing them.
Today people are aware that the so-called big brand cosmetics may contain harmful chemicals and artificial ingredients. That’s why they look for a brand that crafts products with natural ingredients. If you spend some time analyzing the google search terms and their trends, the searches like – natural skincare lotion online, natural face cleanser online, natural face wash for glowing skin etc.. are growing rapidly.
The term natural has been popular for over a decade now. But the most recent growth term is vegan. Being just natural is not enough, it is plant-based? That’s an important question?
Somebody looking to buy a skin-brightening face wash searches for terms like – natural face wash for glowing skin. The queries today are prefixed with the terms like natural, vegan, all-natural, organic, and ayurvedic today. It’s not all. As you see, the number of brands in the segment is increasing every month. And, alarmingly, everybody is saying that their products are natural and ayurvedic and vegan. Here, the certification like PETA’s cruelty-free is also playing a role.
The next important thing in the segment is how a brand sources ingredients for its products. Simply, saying all the ingredients are natural and ayurvedic is not enough. Is the brand’s approach ethical? However, these things might seem not very important but modern consumers do care for them. These are key differentiating factors people use to decide whether a brand is good or bad.
Now as the number of brands is increasing and consumers are bombarded with choices, things like the story behind the brand, how it sources ingredients, how the products are made, and how responsible the brand is for society and the environment is crucial. People today don’t buy products, they buy stories. It’s right to a greater extent in the cosmetics industry.
It’s surprising that it has taken so long for this trend to come up. India has always been known as the land of Ayurveda – the natural concept of healing has been at the core of it. Products made from natural ingredients have been here for very long, but the cosmetics industry seemed to confine it to the luxury segment only. The question is if all the natural ingredients are required are sourced from India only, why can’t it a bit affordable too? Luckily several brands are making it possible today.
However, it’s also important to note that the price should not be the only factor for the products USPs. The quality of the ingredients should not be compromised. Ironically, several brands are doing so as well where products are so affordable that their authenticity can easily be questioned.
So now, if you looking to buy say – a natural face cleanser online, make sure to take note of all the best factors mentioned above. How are the ingredients sourced? How are the products actually made? Does the brand in question care for its social responsibility or not? And, how’s the price? Is it too affordable? You can be buying junks.
If you take care of it all factors, you can always pick the products best suited for you.