Beauty Brands Entice Customers In India With Promise Of Staying Young Forever

India, currently ranked as the 14th-largest market in the world in terms of consumption of beauty products, is forecast to move up to 6th place by 2025. Market growth is expected to be driven by the expanding middle class with high purchasing power, according to Altios International. Also, further growth is likely to come from the potential customers made up of 25–30 percent of the country’s working women, according to Sephora country manager Vikram Vijay Kant. According to a 2014 Ernst & Young report, the world beauty market is forecast to double in size in the coming 10–15 years, with China, US, India, and Japan becoming the top markets. Leading beauty brands are pushing their products in India by promising customers access to “eternal youth.”