Richa Aggarwal, Founder, Cleopatra Chain of Salons & Wellness

Under the supervision of practiced and seasoned connoisseur Richa Aggarwal, Founder Cleopatra Chain of Wellness & Makeovers brand Cleopatra, has taken the beauty brigade by storm. Richa, an acclaimed beauty and wellness consultant acquired experience and professional endorsement from the esteemed PGIMER Chandigarh and RD (registered dietecian)IDA,certified skin expert from City & Guilds UK, nail expert from Star Nail, hair diploma from Toni&Guy academy Singapore and spa trained from Watpo Thai Traditional Medical School, Thailand.


In the coming years, the beauty industry will undergo a paradigm shift as homegrown and local beauty brands are reshaping trends set earlier by global beauty giants. The beauty industry in India is experiencing a boom with exponential growth and growing popularity of these brands. In response to home-grown brands’ focus on mood boosting, holistic, wellbeing-oriented, DIY-driven, hyperlocal, digital-savvy, trust-based product based approach the industry is taking note of several changing trends and are gearing up to work on those parameters too thereby giving the industry a much needed uplift and making consumers happy in return.

In order to provide consumers with a sense of wellbeing, many brands pay close attention to the ingredients they use which are mainly conscious ingredients and also monitor them closely keeping in mind the response of the consumers. Although Innovation and transparency will also play a significant role too in determining their future in the time to come.

Clean Conscious & Sustainable 

As consumers become more aware of the type of products they use, sustainability is becoming an increasingly important factor and criteria for them for selecting the products. Brands are advancing this trend and setting examples for big brands run by big giants in the sector thereby changing the landscape of the beauty sector. With the focus on cleaner and more conscious products, homegrown brands look committed to adhere to sustainable practises and thrive on the newness. In addition to freshness, beauty in 2022 is also about eco-friendly practises, reducing waste, and plastic-free packaging. Following sustainable practises many homegrown ventures offer refillable and reusable makeup items, from lipsticks to concealers to mascaras – making sustainability and preventing wastage a way of life. These companies are focused on packaging which is reusable, using aluminium in their packaging that is 99% recyclable, along with FSC certified paper to keep the earth green. They also use clean packaging, eco-friendly products, going for zero packaging, and even waterless beauty products that conserve water , while promoting slow beauty that is environmentally friendly and sustainable. A sustainable approach is evident to protect oceans, water, clean beauty, the wellbeing of our planet, and caring for it too.

Concept of Cruelty Free, Clean Beauty Products

Domestic brands are launching more cruelty-free products, whether it is skin care, hair care or even makeup products, they are propelling the trend of Health-beneficial products for the skin. These products are not tested on animals and are PETA certified. The range uses a combination of plants and minerals, as well as tested and safe ingredients. It is cruelty-free, vegan, and sustainably made, and is fit for all skin types, specifically those with sensitive skin.The process of making or developing beauty products is another big interest of these brands. They are providing herb-enriched products with Made in India labels. They are offering cosmetics that use products from the kitchen shelf, such as lipsticks, blushes and creams with herb enriched tints, fruits and vegetable extracts like beetroot, pure cow ghee and organic beeswax tints, etc. All of these products are lightweight and are available in natural colours to suit all skin tones and types.

Personalised & Inclusive 

To some extent, the Indian beauty industry has been exclusionary for some time, and it still is. There has been an explosion of domestic products designed to cater to personalised and inclusive needs. A thorough skin analysis and research are conducted before providing Bespoke solutions. For example until recently, foundation was only available in four to five shades, with the darkest shade being just a few shades deeper than beige. The good news is that a few homegrown beauty brands have recognized this gap and they are working towards being more inclusive and offering products that are suited to individual skin types.

Beauty is Skin Deep

A bespoke approach is based on the belief that true beauty is beyond the surface, and these brands prefer to work holistically rather than superficially. Detailed questions are asked by them regarding skin care, hair issues, and goals; they also inquire about bowel movements, teeth, memory, even the hardness of the water being used to bathe. The practice has proven very beneficial to people looking for a deeper level of solution for their skin, rather than merely applying products for the sake of applying them. Their analysis leads them to recommend regimen kits of a variety of their products that address the concerns described by the consumer.

Mental Health and Beauty will Begin to Intersect 
Millennials are taking a more holistic approach and are looking for holistic self-care, including mental health and happiness as well, especially millennials, who are referred to as the anxious generation due to their higher mental health concerns. In order to support their physical, mental, and emotional well-being, brands are categorising and marketing products that contain natural calming ingredients.

Going Vegan, Organic & Ayurvedic Way

In order to cater to a holistic approach, most brands in the league follow vegan and eco-friendly practises. Ayurveda, greener products, and vegan products are vocalised by local brands more for being not just skin-friendly, but also eco-friendly.
With their extensive range of makeup vanity products and skin care kits, you can find everything you need. The use of questionable ingredients is avoided, and a plant-based formula is adopted. A few key ingredients used to keep the products vegan include jojoba oil, shea butter, vitamin C, mango seed oil, etc. These products provide a soft texture that not only enhances the appearance of the skin, but also greatly improves its quality. Their lipsticks add colour, hydrate lips, and have an amazing texture too. There are brands who use natural and organic components, and bioactive ingredients that are also skin friendly. With the wide range of liquid eyeshadows available, they use perfect sparkle and bioactive ingredients that are not harmful to the skin.

Bollywood actress Katrina Kaif discovered Kay Beauty for instance as, which offers luxury without guilt, a 100 percent vegan and cruelty-free lipstick that’s smooth and luscious for every occasion and mood. Additionally, these brands use biochemistry and Ayurveda, and their cheek and lip tints use plant-derived ingredients, such as shea, almond, moringa, and candelilla. Beetroot stains are being used that are vibrant, easy to blend, and glide over skin seamlessly. Some brands have intensified their drive for using products based on Ayurvedic formulas and DIY recipes, for examples lip glosses being made with skin friendly ingredients that are lightweight and non sticky, containing UV filters, they intent to give a nice colour to lips and at the same time heal and hydrate chapped lips, these ingredients are personally hand picked

Celebration of Ageless Beauty 
The beauty and fashion brands rarely focus on ageless beauty and involve women of all ages in the product development process, especially when it comes to talking directly to people over 45 about their needs and developing anti-ageing formulas for them.

Anti-Pollution Skincare Trend will Become a Norm 
A number of pollutants from road traffic, power generation, agricultural waste incineration, as well as excessive sun exposure contribute to skin ageing, wrinkles, and dark spots formation. Pollution and sun exposure each have their own threats to the skin, and neither are alike. In the coming years, the demand for skincare products with anti-pollution claims will soar, and these products will become just as common as sun protection creams. Homegrown brands are already catching on and offering very basic yet natural solutions.

Domestic Products are More Digital Savvy 

From beauty to beauty tech, these brands are setting a fresh trend, largely relying on social media, reviews and sales generated by affiliates, webinars, bloggers and whatsapp groups to succeed. Homegrown beauty market is focussing more on influencer marketing and influencers endorsing products, sponsoring content and promoting products, on social media platforms.

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