TNN By Namrata Singh
MUMBAI: With the Indian woman growing more and more comfortable in her own skin, nude shades or natural colours are increasingly making a splash in her make-up kit. Nude shades now form around 30% of the colour cosmetics market in the country , mirroring the international make-up trends, say industry experts. So, even as Bobbi Brown Cosmetics, a global beauty brand which pioneered the concept of natural make-up, sets foot into the metropolis, existing players are already milking the trend.
Bobbi Brown Cosmetics, a prestige make-up brand from Estee Lauder Companies, entered India in 2013. Marta Prieto, vice-president and general manager, Bobbi Brown Cosmetics, Europe, Middle East, India & Africa, believes India could grow to contribute 4% of its global business in 3 years given that Indian consumers have a great willingness to learn about make-up and are fast adopting global trends.
“I am telling you about nude shades not because it is a trend today . I am telling you about it because Bobbi Brown (the eponymous founder of the beauty brand which was later acquired by Estee Lauder Companies) started talking about nudes 30 years ago.Nobody talked about natural then. Today consumers say , `I am who I am and I am happy with that',“ Prieto told TOI in an exclusive interview.
Bobbi Brown's philosophy of enhancing the features rather than changing it to another shade has resonated well with consumers globally. When she first launched her skin tone correct foundation stick in 1992 in the US market, the prevalent colours in cosmetics here were more garish. In India, where the trend towards nudes has only recently picked up pace, Bobbi Brown's entry could make the market grow further.
This year, MAC India has had at least one nude shade listed among its most popular across lip categories.
"Many artists did mention the 70s and 90s as inspiration, but I feel, in reality , looking `natural' has gone beyond needing to be referenced. It is, quite simply , the new beauty classic," said Sonic Sarwate, global senior artist, MAC Cosmetics.
Satyaki Ghosh, director, consumer products division, L'Oreal India, said: “As per our estimates the make-up market is in the range of Rs 2,300-2,500 crore and growing at 20% per annum. The market is under-penetrated and the usage is going up now.“
Ghosh said while nudes are a trend because of the skin tone of Indian consumers, matte red lipsticks, embellishments and graffiti nails too are in vogue. So is that a plan to counter Bobbi Brown's entry into India? As category leaders, L'Oreal will do what it takes to grow, he said.
Interestingly , at a time when daily use personal products which are priced within affordable range of consumers have faced a slowdown, cosmetics where lipsticks are priced at Rs 800 onwards continue to grow in double-digits.
MUMBAI: With the Indian woman growing more and more comfortable in her own skin, nude shades or natural colours are increasingly making a splash in her make-up kit. Nude shades now form around 30% of the colour cosmetics market in the country , mirroring the international make-up trends, say industry experts. So, even as Bobbi Brown Cosmetics, a global beauty brand which pioneered the concept of natural make-up, sets foot into the metropolis, existing players are already milking the trend.
Bobbi Brown Cosmetics, a prestige make-up brand from Estee Lauder Companies, entered India in 2013. Marta Prieto, vice-president and general manager, Bobbi Brown Cosmetics, Europe, Middle East, India & Africa, believes India could grow to contribute 4% of its global business in 3 years given that Indian consumers have a great willingness to learn about make-up and are fast adopting global trends.
“I am telling you about nude shades not because it is a trend today . I am telling you about it because Bobbi Brown (the eponymous founder of the beauty brand which was later acquired by Estee Lauder Companies) started talking about nudes 30 years ago.Nobody talked about natural then. Today consumers say , `I am who I am and I am happy with that',“ Prieto told TOI in an exclusive interview.
Bobbi Brown's philosophy of enhancing the features rather than changing it to another shade has resonated well with consumers globally. When she first launched her skin tone correct foundation stick in 1992 in the US market, the prevalent colours in cosmetics here were more garish. In India, where the trend towards nudes has only recently picked up pace, Bobbi Brown's entry could make the market grow further.
This year, MAC India has had at least one nude shade listed among its most popular across lip categories.
"Many artists did mention the 70s and 90s as inspiration, but I feel, in reality , looking `natural' has gone beyond needing to be referenced. It is, quite simply , the new beauty classic," said Sonic Sarwate, global senior artist, MAC Cosmetics.
Satyaki Ghosh, director, consumer products division, L'Oreal India, said: “As per our estimates the make-up market is in the range of Rs 2,300-2,500 crore and growing at 20% per annum. The market is under-penetrated and the usage is going up now.“
Ghosh said while nudes are a trend because of the skin tone of Indian consumers, matte red lipsticks, embellishments and graffiti nails too are in vogue. So is that a plan to counter Bobbi Brown's entry into India? As category leaders, L'Oreal will do what it takes to grow, he said.
Interestingly , at a time when daily use personal products which are priced within affordable range of consumers have faced a slowdown, cosmetics where lipsticks are priced at Rs 800 onwards continue to grow in double-digits.
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