Here, we’re going to explore some of the top trends that are bringing about a paradigm shift in the country’s cosmetic industry.

It’s go-time for innovative beauty trends and beauty beyond boundaries to grow like never before in India. With the global beauty industry being valued in the billions, India has begun to take its place at the beauty table.

Here, we’re going to explore some of the top trends that are bringing about a paradigm shift in the country’s cosmetic industry.

Beyond Skin tone

It’s about time that cosmetic brands shed tags like ‘fair’ or ‘white’ and adopt acceptable and realistic USPs such as ‘bright’. And major Indian brands seem to be ready to finally bury their prejudice against skin color and tone. Today, we see more and more beauty brands showcasing their products on models with darker skin tones. Dark skin is emerging from the shadows of medieval taboos as being less desirable and beauty products are now catering to a much larger palette of skin tones than they did before.

Beyond Gender

You’ve heard the popular line “why should girls have all the fun?” This is most true nowadays, where makeup is no longer constrained by the limitations of gender. In fact, this beauty trend has created a growing market for men’s beauty products, catering to more than just the basic grooming and styling needs. Also, gender fluidity and the rise of LGBTQ movements across the globe have created a larger audience for cosmetic brands to cater to. Although budding in India, Tik Tok and other social media channels are evidence of beauty and makeup penetrating deep within the labyrinths of society, via eCommerce websites.

Skincare Routine

Traditionally, the Indian skincare routine consisted of the basics that included moisturizer, which worked both for the face and body, and home-made scrubs to slough off dead skin. However, today growing beauty trends mean that Indian customer has a much greater understanding of skincare. For example, customers look for sun protection as they realize the importance of SPF protection and the role it plays in preventing early signs of aging or even skin cancer.

Anti-aging trend

Indian customers are spoilt for choice in today’s world, from day creams and sunscreens to night creams and serums with Hyaluronic acid, and even cosmetic procedures like dermabrasion. The country’s cosmetic market is flooded with anti-aging products and services. The concept of skin aging and how it can be delayed has become common knowledge with customers, something that has improved greatly over the last decade. Today, some anti-aging products target audiences who are just entering their 20s; promising to delay the onset of wrinkles and fine lines.

Natural Ingredients

Paying homage to India’s rich natural heritage, cosmetic and personal care brands are rediscovering ancient Indian ingredients and their benefits while re-introducing them into their beauty products. However, it’s worth mentioning that this isn’t a trend restricted to India. Luxe brands across the world have recognized the magical powers of Indian potions and are incorporating them into their products.

Personalization and Customization

Customers are growing increasingly aware that one person’s trash is another one’s treasure and vice versa. They have begun to understand that what may work for someone else may not work for them. Hence, customers are turning to customization to create their perfect product. With growing awareness and availability of customized products, consumers now want products designed for them while addressing every one of their concerns and needs. This has caused brands to turn to data and customer input to create a new form of luxury in the industry.

Role of Technology

Speaking of data, technology is now a part of every industry, as it eases the work of people. One of the biggest shifts in the beauty industry is that everyone wants to receive information in an instant, whether it’s SMS notifications or flexibility with online booking, technology has eased the life of both business owners and customers alike.

Social Responsibility

Be it using safer materials, cruelty-free, or using biodegradable packaging, the Indian cosmetic industry is embracing social responsibility with arms wide open. An increasing number of brands are going organic. Child labor laws are also being followed strictly in manufacturing units. And most brands actively run campaigns like ‘Beauty for a Cause’ where they stand for current issues plaguing our world, be it political or apolitical.

Ultimately, beauty is as beauty does and it is defined in this post as confidence, kindness, and knowledge are taking center stage. Consumers today are claiming their right to define beauty on their terms. That is what will guide new Indian beauty trends and the industry to grow in the future.

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Assam has become the first Indian state to add “transgender” as an identity category for people seeking civil service jobs, allowing 42 trans candidates to apply to sit an entry exam, an official and a campaigner said on Friday.

The application form for the exam, which recruits for state roles such as administrative officials, magistrates, and police officers, now lets applicants tick male, female or transgender, a move welcomed by local trans rights advocates.

“Forty-two (applicants) is not a small number… It is a historic decision. Assam has become the first state in India to have included us,” said Swati Bidhan Baruah of the Assam Transgender Welfare Board, which sought the change.

Calling the decision a “big victory”, she told the Thomson Reuters Foundation her group had also urged Assam’s state government to reserve a quota of civil service jobs for trans candidates.

“We are confident our demand will be met soon,” she said.

Pallab Bhattacharya, chairman of the Assam Public Service Commission, which conducts the test, said about 76,000 candidates had applied to sit this year’s examination, which will be held in December.

In April, India’s federal government instructed all ministries and departments to modify forms for recruitment tests to include “transgender” as a separate category to conform with a trans rights law passed last year.

The law set out to improve the lives of about two million trans-Indians, who face discrimination in the largely conservative nation and mostly survive through begging, performing at weddings, or selling sex.

Still, campaigners have expressed concern about the limits on self-determining their gender, with the law stating they must obtain an identity certificate from a district magistrate to be declared transgender.

They also have to give proof of having undergone sex reassignment surgery if they then want to be listed as male or female.

India’s Supreme Court ruled in 2014 that trans people had equal rights but they are still often rejected by their families and denied jobs, education and healthcare.

Assam, which lies in northeast India, has a trans population of about 11,500, according to the last census of 2011.

One trans woman who filled out the state application form said sitting the entry examination could change her life, adding that she hoped to join the local police force.

“It’s a matter of pride and self respect to have a category where we can boldly mention ourselves as transgender,” the 24-year-old said, asking not to give her name.

“I want to change the system and do away with discrimination faced by the transgender community.”

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