The Indian beauty space is solidifying. As the market continues to evolve with the proliferation of international brands (Dr Jart, Milk Makeup, Youth to The People, Augustinus Bader and La Mer are just a few of the names that entered India in 2024), Indian beauty brands are not just keeping pace but also setting benchmarks. On the serums front, brands like Minimalist and Deconstruct are giving long-time favourites like The Ordinary a run for their money. Given the popularity of K-beauty, brands like D’you, Put Simply, and Quench are tailoring formulations manufactured in Korea specifically for Indian skin. Then, there are brands that combine the ancient rituals of Ayurveda with active chemical ingredients to give you the best of both worlds. Forest Essentials just launched two serums that merge ayurveda with cutting edge ingredients like 7D hyaluronic acid and acetyl hexapeptide-8 to mimic the effects of skin fillers.
We get it, shopping for new skincare and make-up can be overwhelming. To make your search easier, we’ve put together a list of under-the-radar Indian brands recommended by the some of the most serious beauty users around—The Nod team and the beauty enthusiasts on the r/IndianSkincareAddicts subreddit.
While all of these have earned themselves an ‘HG’ (holy grail) status, always remember: skincare and make-up are very personal. What works for some might not work for you. A good way to go about not wasting your money is not buying everything from one brand.
Whether you’re looking to overhaul your complete skincare regimen or are just looking to try something new, below, take a look at homegrown beauty brands (new and old) that are worth your consideration.
Asaya
Catering specifically to melanin-rich skin, Asaya addresses common concerns such as hyperpigmentation and sensitivity with a range of products developed in collaboration with dermatologists.
What to try: Sheerscreen mist sunscreen spray
Where to buy: worldofasaya.com
Brillare
If you’re looking to tackle problems like dandruff and hair fall, Brillare’s hair care range includes shampoos, conditioners, exfoliants, and natural oils that target specific concerns.
What to try: Onion and Bakuchiol Oil Shots
Where to buy: brillare.co.in
Brwn
This beauty brand has products specifically formulated for deeper skin tones. From foundations to lipsticks, their products are designed to flatter a range of Indian complexions. Their tinted moisturiser, which also has the benefits of a sunscreen, blends onto the skin seamlessly and adds a dewy glow.
What to try: Tinted moisturiser with SPF 30
Where to buy: brwn.in
Dab to Fab
If you’re looking for an effective cleanser or a lightweight moisturiser that’s suitable for sensitive skin, Dab to Fab has got your back. The products are fragrance free and come in airless pump packaging ensuring there’s no oxidisation or nasties getting into the bottles while using them.
What to try: Spark Change moisturiser, Peace Host cleanser
Where to buy: dabtofab.co
Dearist
This accessible skincare brand has multi-use products that are great to complement your regular skincare routine.
What to try: Aloe Vera Pulp gel
Where to buy: thedearist.com
Deconstruct
If you’re someone who’s just beginning to dabble in actives, Deconstruct is a great place to start. The Clearing serum has concentrations of 5 per cent niacinamide and 2 percent alpha arbutin which help with reduction of acne scars and dark spots.
What to try: Clearing Niacinamide serum
Where to buy: thedeconsrtuct.in
Fae Beauty
Karishma Kewalramani founded Fae Beauty with the objective of bringing inclusivity, transparency, and affordability to make-up. Their range of shades is formulated specifically to complement and flatter Indian skin tones.
What to try: Peptide Glaws gloss, Lush blush
Where to buy: faebeauty.in
Fix My Curls
Anshita Mehrotra founded Fix My Curls after growing up with curly hair all her life. The brand offers shampoos, conditioners, and styling products that hydrate, define, and protect natural curls and are specifically designed for textured hair. If you’re confused about what to get, the brand’s website also has a hair care quiz that helps you lock down a personalised hair care routine.
What to try: Cleansing shampoo, Curl Quenching hair butter
Where to buy: fixmycurls.com
Gunam
Gunam was founded by Elizabeth Isaac, who previously worked in the cosmetic ingredients department at Givaudan. An ayurveda-inspired skincare brand, it uses sustainably sourced Indian ingredients in its products that are formulated and manufactured in France.
What to try: Daily Liquid exfoliant
Where to buy: gunambeauty.com
Hibiscus Monkey
Started by a trio of a mother and her twin daughters, Hibiscus Monkey is a body care brand with the aim is to solve problems that most people shy away from, such as ingrown hairs. All of its products are 100 per cent waterless, making them potent and effective. Its in-shower moisturiser, the Velvet Spray, offers a quick and convenient alternative to moisturising the body without the fuss of a heavy body butter.
What to try: Velvet Spray
Where to buy: hibiscusmonkey.com
Hyphen
While we’re usually wary of celebrity brands, Hyphen, co-founded by Kriti Sanon, is one that offers multifunctional products with clean formulations at a good price point. The brand’s offerings include hydrating and lightweight creams, toners, and serums. Our favourite is the tinted lip balm which comes in three flattering shades.
What to try: Vitamin Infused Peptide lip balm
Where to buy: letshyphen.com
Mokae Beauty
Founded by make-up artist Sandhya Shekhar, Mokae is a new cosmetics brand that caters to Indian skin. The brand has eased into the space with two offerings: a luscious, smooth kajal (in three colours), and a mascara.
What to try: Cosmic Eyes kajal
Where to buy: mokaebeauty.com
Put Simply
Focused on clean formulations, Put Simply delivers products that are formulated in Korea to suit diverse skin types and concerns, especially in Indian climates. Their ferment serum is a multi-tasker packed with niacinamide, red algae extract, and other actives. If you’re looking for a lightweight sunscreen that doesn’t leave a white cast, look no further.
What to try: Beat the Sun sunscreen, Daily Affermation serum
Where to buy: putsimply.co.in
Quench
Another brand that combines the scientific knowledge of K-beauty with ingredients tailored for Indian skin, Quench offers cleansers, moisturisers, serums, and sheet masks that are gentle, effective, and hydrating. Users on Reddit claim their Mon Cheri moisturiser gave them glass skin.
What to try: Ultra Light SPF 50+ PA++++ sunscreen, Mon Cheri Ultra Light moisturising gel
Where to buy: quenchbotanics.com
Raise
A new haircare brand developed and endorsed by experts at Jean-Claude Biguine and Bounce Salons, Raise offers the hair equivalent of a multi-step skin routine. Their debut Fall Fighter range features a exfoliant, a pre-wash, a couple of wash-off and leave-in treatments, a shampoo, and a hair primer that protects hair from heat damage while cutting down drying time.
What to try: Prime Time hair primer
Where to buy: bouncebeauty.com
Scinq Neurocosmetics
Neurocosmetics are having a moment. Scinq, a new entrant in the space, blends neuroscience with skincare to create products that target skin health at a cellular level. Their offerings often include an Anti-Stress Hybrid cream formulated with neurophroline (an ingredient derived from wild indigo) that breaks down cortisol production by skin, while its Anti-Pollution Hybrid cream boasts anti-adhesion technology that creates a protective layer against pollutant particles.
What to try: Anti-Pollution Hybrid cream
Where to buy: scinqneurocosmetics.com
Suhi & Sego
Founded by sibling duo Ishani and Sejal Goyal, Suhi & Sego is a skincare brand that focuses on natural ingredients. Their body care range comes highly recommended, for which the brand also offers eco-friendly refill pouches.
What to try: Dew Face Cream cleanser, Fresh Reset body cleanser
Where to buy: suhiandsego.com
