SMYTTEN PULSEAI FESTIVE SEASON PREMIUM BEAUTY INDIAN CONSUMERS BRANDED PRODUCTS QUALITY PRODUCT PERFORMANCE DISCOUNTS BRAND TRUST BEAUTY BUDGETS GEN-Z SHOPPERS SPENDING TRENDS GST IMPACT EMOTIONAL APPEAL CONSUMER BEHAVIOUR BEAUTY MARKET PR NATIONAL
NEW DELHI, INDIA
By IFAB MEDIA - NEWS BUREAU - October 16, 2025 | 305 3 minutes read
- - 58% of shoppers plan to spend more than last year, with average festive beauty budgets hovering around ₹3,000–4,000, and high-income consumers (>₹1 lakh/month) planning to spend above ₹20,000
- - Cetaphil, Derma Co, Dot & Key, Mamaearth, and Minimalist draw maximum interest
The festive season is no longer just about deals and discounts, it’s about discernment. According to a new Smytten PulseAI study conducted among 3,000 Indian beauty shoppers, this year’s Indian consumers are showing a striking propensity towards branded and premium beauty products, signalling a new chapter in India’s consumption story.
Premium Is the New Norm
An emphatic 61% of respondents are going for branded and premium beauty products this festive season, moving away from local or heavily discounted alternatives. The aspiration for quality is clear — product performance (50%) now outweighs even discounts and festive offers (43%) in influencing purchase decisions.
Discounts may bring shoppers in, but brand trust makes them stay. India’s beauty buyer is no longer transactional, they’re transformational. That’s the real festive shift we’re seeing.” as quoted by Swagat Sarangi, Co-founder of Smytten PulseAI.
Beauty Budgets Are Expanding
Despite macroeconomic caution, 58% of beauty consumers plan to spend more this festive season than last year, allocating between ₹3,000-4000 for beauty indulgence. Interestingly, higher-income groups (earning above ₹1 lakh/month) are budgeting well above ₹20,000, showing strong premium intent.
62% beauty shoppers understand the impact of GST reductions in the beauty category, and over half (51%) say these price drops have influenced their purchase behaviour. It’s a blend of savvy and sentiment that defines this year’s festive spirit.
The Younger Consumer Sets the Tone
Gen-Z (ages 18–24) shows the highest shopping frequency, with many buying weekly this festive season. Their preferences lean towards brands that combine efficacy with emotional appeal, reinforcing that the beauty basket is now an identity statement as much as a utility purchase.
The So What: Beauty Is Back in Full Bloom
India’s festive economy isn’t just reviving — it’s refining. Shoppers are more aware, more premium-oriented, and far more purposeful in what they add to cart. For beauty brands, this is a clear signal: the battle is no longer won on discounts alone but on the experience and value delivered.
