India witnessed a remarkable year in beauty and personal care in 2024, with consumers embracing new trends, evolving routines, and innovative products. Honasa Consumer Ltd, the parent company of popular brands like Mamaearth, The Derma Co., Aqualogica, Dr. Sheth’s, BBlunt, and Staze Beauty, shared its year-end insights, revealing the nation’s shopping habits.

In 2024, Indians purchased an impressive 99.2 million beauty and personal care products. Honasa reached over 18,700 pincodes, ensuring that self-care became a priority for people in both urban and rural areas. From bustling metros to remote corners, India embraced beauty and personal care like never before.

Unique City Trends in 2024

Every city added its unique flavor to the beauty landscape:

• Goa became the sunscreen capital, while Bengaluru opted for dry shampoos to prep for last-minute parties.
• Jhansi saw a single customer buying 45 bottles of Aqualogica Glow+ Sunscreen.
• A K-drama fan in Guwahati purchased 61 tubes of Mamaearth Rice Facewash, enough for eight years of skincare!
• During Chhath Puja, Mamaearth sold over 10,000 ruby red lipsticks, showcasing bold festive trends.
• Raipur leaned towards science-backed skincare, while Hyderabad became the baby care capital.
• In Gurgaon, searches for “gifts for girlfriends” made Aqualogica Mists a popular choice. Meanwhile, Surat saw a consumer order 155 tubes of Ubtan Face Masks for Haldi ceremonies.

Skincare and Haircare: The Essentials

Skincare remained a top priority for Indian consumers in 2024:

• Over 26.2 million units of facewash were purchased, making it a daily essential.
• Sun care products followed with 15.9 million units sold, reflecting a growing awareness of sun protection.
• Shampoos also gained attention, with 11.6 million units purchased for healthier haircare routines.
• Hydration emerged as a key trend, with 5.9 million moisturizers sold to keep skin soft and supple.

Top Products of 2024

Honasa’s range of products became household favorites in 2024. Crowd-pleasers included:

• Mamaearth’s Ubtan Face Wash
• Dr. Sheth’s Ceramide & Vitamin C Oil-Free Moisturizer
• Aqualogica’s Glow+ Dewy Sunscreen
• BBlunt’s Hot Shot Heat Protection Hair Mist
• Staze’s 9 to 9 3-in-1 Lipsticks

These products highlighted the growing demand for effective and innovative solutions in beauty and personal care.

Baby Care Takes Center Stage

Mamaearth’s natural and organic baby care products remained a top choice for parents. Over 7.2 million baby care products were sold in 2024, including baby sunscreen, mosquito repellent patches, and gentle baby soaps. The brand’s onion range, with 9.6 million units sold, equated to a staggering 580 tons of onion-based products.

Serums: The Skincare Star

Serums emerged as the highlight of 2024, with Honasa selling over 7.7 million units. These active ingredient-packed products transformed skincare routines across the country. Popular choices included:

• The Derma Co.’s 2% Kojic Acid Face Serum
• Mamaearth’s Vitamin C Daily Glow Face Serum
• Dr. Sheth’s Centella & Niacinamide Serum

Niacinamide Serum led the charge with 1.5 million units sold, offering smoother, clearer skin. Salicylic Acid Face Serums also gained traction, with 1.2 million units sold, making a significant impact on acne treatment and skin clarity.

Looking Ahead to 2025

As India embraced Honasa’s beauty and personal care products in 2024, the focus for 2025 will shift towards developing traditional solutions, investing in science-backed formulations, and promoting effective personal care routines. Honasa’s journey reflects the evolving needs of Indian consumers, from baby care essentials to advanced skincare innovations.