Norah Takkekar
India’s beauty and personal care spending has surged, Gen Z women direct around 20 percent of their disposable income toward beauty products and skin care. In 2026, the skin care market in India is projected to generate revenue of US$10.63 billion (`1.01 lakh crore).This growth is fueled by the young adults demand for trendy and attractive skincare. However, dermatologists increasingly warn of the risks of using vigorous chemicals. “Active ingredients always come with a downside of barrier dysfunction and exfoliation laying the skin irritable so there is always a down side of using too many products” says Dr Diksha Phadke, a dermatologist.
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MEDIA PERSUASION- FEED THAT LEADS The recent generations seem to derive their lifestyles and fashion from influencers and celebrities who tend to shape consumer perception and behaviour. Public figures often increase the desirability of products; beauty influencers/celebrities showcase their aesthetically stacked vanities with all kinds of skin-care products and trendy makeup. Brands seem to recognise the large audience and make use of the same to promote their products, make them seem like an ‘essential’ or ‘must have’ “Working in the beauty industry, it’s easy to get excited about new launches and trends. Sometimes a product looks amazing online but doesn’t fit my style or my kit needs” says Aishwarya Pai a makeup artist based in Mapusa. The beauty industry has always been good at making the public feel like they are one product away from something sensational. One more serum, one more sheet mask, one more step, another product will seem ‘indispensable’ because your social media algorithm said so, all in the name of being ‘skin conscious’. Skin care routine appears to be stretched longer than essentially needed “having a simple skin care routine is always better than using multiple products. When it comes to skincare, using multiple products can be detrimental for the skin barrier, causing more damage than good.” says Dr Siya Ballikar, a dermatologist from Panjim.
QUICK FIX ILLUSION
From cleansers and serums to acne treatments and anti-aging creams over-the counter skincare purchases have increased. Consumers now have access to countless products that promise flawless, glowing skin, while these products offer convenience and accessibility, their growing popularity among the ‘skin conscious’ youth has increased over consumption and unnecessary spending. Many young adults tend to use over the counter products/ skin care a lot of products contain active ingredients and they may react with each other and may cause a reaction. Dr Diksha explains, “The CTM routine, which I think is a complete no go zone, cleanser, toner and moisturizer is very vogue nowadays. Tonner especially considering Indian skin type can affect the Ph balance of the skin, which leads to more acne. A lot of people tend to use the toner when it is not at all needed, the essential oil which is sebum secretion is essential for the face to function healthy.”
RISE OF SKINIMALISM
A significant percentage of Gen Z consumers are now prioritising lifestyle changes, like prioritising sleep, controlling diets, and managing stress, instead of completely relying on purchasing endless jars of products. ‘Skinimalism’ is another trend which seems to favour the natural skin and has gained approval from many dermatologists. ‘Skinimalism’ is a combination of the words ‘skin’ and ‘minimalism’; it began as a response to the multi-step skincare phenomenon that became highly popular over the years, especially the South Korean 10 step skincare routine. Let the skin breath. The idea is to give the skin just what it needs choosing the right kind of products and not excessive amounts of unnecessary items. ‘Skinimalism’ in practice, the routine usually consists only of 3 steps a cleanser, moisturizer, and a sunscreen as the main foundation. These products are considered to maintain cleanliness, hydration, and daily skin protection. The 3 step skincare routine is followed by very minimal makeup with lightweight, multi-purpose, and breathable hybrid products. This routine is safe for all skin types considering it does not contain any active ingredients which can be harmful to the skin barrier. “I am always been a torch bearer for a healthy lifestyle, skin is a part of our body, it is an organ like any other organ, as long as you are internally healthy your skin will also reflect the same” Dr Diksha
GREAT SKIN ISN’T ALWAYS FOUND IN BOTTLE/JAR It isn’t necessary to have long routines and follow skincare gurus; one can have great skin by just minimal skincare regular exercise, good nutrition and maintaining an overall balanced lifestyle. Frequent use of multiple products overwhelms the skin. It often leads to severe dryness, redness, inflammation, clogged pores, and contact dermatitis. Often leaving people confused about what works for them and what does not. Letting the skin breathe is essential along with a healthy lifestyle. “A healthy teenager should gently wash their face with a face wash meant for normal skin 2 to 3 times daily, bath with regular soap daily and shampoo hair twice a week. Sunscreen of SPF 50 can be used if you are outdoors with prolonged sun exposure,” recommends Dr Anupama Kudchadkar, a consultant dermatologist and cosmetic medicine consultant based in Panjim. “I have always been a torch bearer for a healthy lifestyle, skin is a part of our body, it is an organ like any other organ, as long as you are internally healthy your skin will also reflect the same,” says Dr Diksha. What is required for healthy skin? “Healthy diet with more vegetables and fruits, avoiding junk food, one hour daily exercise, three liters of water intake, good sound sleep for 7 hours, early to bed early to wake up, no stress and anxiety and happiness and meditation for 15 minutes daily is very essential for a beautiful glowing skin and also for a healthy life,” concludes Dr Anupuma.
