India has become increasingly aware and fond of skincare and beauty products and according to Honasa Consumer’s Year ender Wrap, consumers shopped for 99.2 million products underscoring the growing demand for beauty and personal care. Honasa Consumer Ltd, the parent company of Mamaearth, served over 18,700 pincodes in 2024. Besides Mamaearth, the company is home to brands including The Derma Co., Aqualogica, Dr. Sheths, BBlunt and Staze Beauty.
City-wise shopping trends
Per the report, while Goa shopped most for sunscreen, Bengaluru ordered the maximum dry shampoos. Jhansi, meanwhile, came to notice as one consumer bought 45 bottles of Aqualogica Glow+ Sunscreen. Another consumer from Guwahati bought 61 tubes of Mamaearth Rice Facewash. During Chhath Puja, Honasa said, over 10,000 Mamaearth ruby red lipsticks were sold, highlighting the popularity of bold, festive looks. Raipur showed growing interest in science-backed skincare, while Hyderabad emerged as the baby care capital of India. Gurgaon recorded the most searches for “gifts for girlfriends”, making Aqualogica Mists the popular choice and Ubtan Face Masks became Surat’s choice for Haldi ceremony when a consumer ordered 155 tubes.
Skincare products in demand
In 2024, Honasa Consumer’s year ender report stated, over 26.2 million units of facewash were bought by consumers, solidifying its role as a must-have in daily skincare routines. This was followed by suncare products, with 15.9 million units being sold. Shampoos also captured significant attention with 11.6 million units purchased during the year. Meanwhile, hydration became the MVP as India ordered more than 5.9 million moisturizers making it a go-to product in their skincare.
In terms of products, Mamaearth’s Ubtan Face Wash, Dr. Sheth’s Ceramide & Vitamin C Oil-Free Moisturizer, Aqualogica’s Glow+ Dewy Sunscreens, Bblunt’s Hot Shot Heat Protection Hair Mist, and Staze’s 9 to 9 3-in-1 Lipsticks became the hot favourites this year. Mamaearth’s natural and organic baby care solutions recorded sales of 7.2 million products.
In 2024, Honasa Consumer said, serums became the star of skincare, and the company delivered over 7.7 million serums during the year. The Niacinamide Serum emerged as a top choice with 1.5 million units sold. The Salicylic Acid Face Serums also gained immense popularity, with 1.2 million units sold.