Inclusivity in Beauty: How Mid-Size Brands Are Addressing Diverse Skin Needs in India

In India, a diverse nation, the beauty industry has struggled with the narrow needs of consumers centered around fair skin only. However, with the new wave in the industry, the mid size companies are changing the mindset of people and the usual game of beauty. Growing beauty brands such as PAC Cosmetics, Suroskie, The Moms Co., Suganda, etc., are embracing the different needs of Indian consumers. These brands are changing India’s beauty standards and making people see beauty in every personality that has often been overlooked.

A New Narrative

If we look into the past, the beauty industry of India has been ruled by large brands only. These brands limit themselves and always promote the world of beauty with a single vision. Dark skin tones and different needs of different skin types have always been excluded from their vision. No one ever pays attention to showcasing the beauty in black, brown or any other colour. These large beauty companies always offered limited products and set a stereotype of women with a vision of Fair is Good. Mid-sized beauty brands have accepted the difference and come out to break the basic stereotype. They are focusing on building the gap and creating products according to the different needs of their consumers. They are focusing on inclusivity in beauty as a core value.

Puneet Bansal, Co-Founder of Suroskie, “Mid-size beauty brands can strike a balance between growth and authenticity by embracing community-driven marketing and emphasizing diversity. The brand can maintain its authenticity and audience connection by working with various consumers and influencers. Sustainable practices and ingredient supply transparency increase trust. Constant alignment with client needs is ensured by sustaining direct consumer contact via social media and feedback loops. Mid-size brands can secure a niche by remaining flexible and responsive, setting themselves apart from more established rivals with individualized services and a wide range of products.”

Listening to Consumers

The best thing about these mid sized brands is that they understand the needs and engage with the customers directly. Many mid-sized brands prioritize communication as a key to growing their business. They will actively search for feedback.  They also communicate with customers through social platforms, community forums, and surveys. With this approach, they easily understand their customer’s specific needs and customize their products accordingly. Theses days, brands completely focuses on 100% natural ingredients and customizes its products accordingly. That also deals with sensitive skin, which has become a normal issue in today’s world, sensitive skin is a common problem and such natural ingredients products go well for such consumers.

Creating Effective Solutions

Mid-sized brands are also winning hearts by offering effective solutions according to Indian skin type. Indian skin is totally different because of several factors, such as genetic diversity, humidity, climate change, etc. New, growing brands are investing their efforts in research and development to cater to the genuine needs of their target audience.

Educational Initiatives

Inclusivity in beauty is not only about creating diverse products but also educating customers about skin and its requirements.  Mid-size companies are taking steps to empower their consumers with the help of educational content. It includes ingredient breakdowns, tutorials, skincare tips and ways of applying makeup, among others,

For example, Suroskie offers a wide range of products through its products and social media platforms. It also educates customers about the tips and tricks of choosing the right product according to their needs. These types of brands demystify the skincare process and make their consumers feel more confident in their choices. They also encourage them to embrace themselves and their unique beauty.

Representation Matters

One of the best things about these mid-sized brands is that they use models of different body types, skin tones, and backgrounds in their marketing campaigns. This seems to be a crucial step in sending a message that beauty comes in all forms and shades.

By advertising with a diverse range of models, Brands like Suroskie, PAC Cosmetics, Renee, etc., are helping to break the long-standing stereotype of the beauty industry and embrace individuality.

“Inclusivity is about more than just products; it’s about building a community where everyone feels beautiful, valued, and heard.”

Bonish Jain, Founder of PAC Cosmetics, Said, “At PAC Cosmetics, inclusivity is at the heart of everything we do. Operating in the diverse beauty landscape of India, we recognize that beauty comes in all shades and skin types. Our commitment goes beyond expanding our product range. We strive to ensure that every individual feels represented and valued and that they see themselves reflected in our brand.

For example, our extensive range of foundations is available in numerous shades, our primers cater to various skin types, and our lipsticks offer a diverse palette that celebrates individuality. By embracing inclusivity, we celebrate diversity and redefine how beauty is understood and experienced in India, ensuring that everyone can find products that cater to their unique needs. Hence, we stand by the statement “An Expression of You.”

The Role of Social Media

In today’s digital age, social platforms are pivotal in shaping beauty trends. Mid-sized organizations are taking advantage of social platforms like Instagram, Facebook, and YouTube to connect with younger audiences. They are also using influencers, relatable content makers, user-generated posts, and more. 

This grassroots approach allows consumers to see real people using these products and sharing their experiences. It fosters a sense of community and belonging often missing in traditional advertising. When consumers see themselves represented in these spaces, it reinforces the idea that beauty is diverse and multifaceted.

Challenges Ahead

Despite progress, challenges remain in the quest for inclusivity in the beauty industry. Historically dominating the market, larger brands still hold significant power and influence. Mid-size brands must navigate a fiercely competitive landscape, and consumer loyalty can be hard to earn.

Additionally, scaling operations while maintaining a commitment to inclusivity is challenging. As these brands grow, they must ensure that their products continue to meet the needs of a diverse consumer base. Balancing growth with authenticity is a tightrope walk that requires careful consideration and strategy.

Looking Forward

The beauty industry’s future in India looks promising as mid-size brands continue to champion inclusivity. Their focus on diverse skin needs, innovative solutions, and community engagement sets a new standard for the industry. As consumer awareness around inclusivity grows, more brands will likely follow suit, creating a more inclusive beauty landscape.

Moreover, the rise of conscious consumerism is influencing brand strategies across the board. Consumers today are not only looking for quality products but also for brands that align with their values. Mid-size brands prioritizing inclusivity and authenticity are well-positioned to thrive in this changing environment.

A Call to Action

To all beauty lovers, it’s time to explore these mid-size brands and find what resonates with you. Support brands that prioritize inclusivity and celebrate beauty in all its forms. Share your experiences, engage in conversations, and uplift each other in this vibrant community.

As the beauty landscape in India continues to evolve, we can all contribute to creating a more inclusive industry where everyone feels empowered to express their unique identity. Let’s keep the conversation going and champion the idea that beauty is diverse, multifaceted, and truly inclusive. Together, we can build a future where everyone is celebrated for who they are, inside and out.