But somewhere along the way, beauty in India started being sold on insecurities and unrealistic promises. Clear in seven days. Young overnight. Perfect skin without effort. For a while, consumers believed it. Then he endured it.
Today, they just scroll through it and move on. Skin care is on the rise and is increasingly becoming a widespread expression of self-care. Shankar Prasad, Founder and CEO of Plum, explains why skin care is now central to self-care in India’s beauty evolution.
In a world where attention is constantly stolen and stress feels permanent; Skin care has become one of the few rituals that people do solely for themselves. No applause. No verification. Just quiet stillness, morning and night. Shankar Prasad, Founder and CEO of Plum, explains why skin care is now central to self-care in India’s beauty evolution.
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The new generation of Indian skin care consumers are no longer influenced by the noise. They don’t want ten-step routines or dramatic “before and after” stories. They want fewer, more effective products that are clearly explained and logically supported. Skincare has become one of the most accountability-driven categories in beauty and brands that can’t rationally explain what they sell are being left behind.
Another meaningful change: Skin care now ranks higher as a self-motivating habit. Sunscreen works hand in hand with workouts, a balanced diet, and meditation. As consumers move from chasing perfection to embracing rational sustainability, skin care is evolving from unrealistic goals to realistic self-care.
The obsession with shining instantly is waning (unintended sarcasm). Changing this is a far more mature focus on barrier repair, sun protection, and long-term skin resilience routines and products that deliver results, not just promises.
Skin care is also finally becoming gender-agnostic. It is becoming central to men’s everyday routine, moving beyond mere face washes and “fairness” creams. Older consumers once accustomed to pursuing fairness and youthfulness are instead opting for care, repair and aging well. Common sense is finally entering this category, and that’s a good thing.
For brands, this new era is unforgiving. You can’t promise too much. You can’t confuse. And you can’t talk to consumers. The future belongs to brands that simplify, educate and respect intelligence, not those chasing the next viral claim or smart sales tactic.
Skincare is now at the center of India’s self-care movement because it reflects how people really live: busy, skeptical, informed and self-aware. Trust, ingenuity and respect for consumer intelligence will fortunately define the winners in the years to come.