As a child, Chandni Tolani categorised her pharmacy runs as singularly uneventful. A visit meant a paper-bag haul of pills or ointments and maybe a tub of something that caught her mother’s eye from a predictable roster of skincare brands. For the 36-year-old anchor and emcee based in Mumbai, the story is very different now.
The realisation dawned when she shouldered her way through the doors of Noble Plus recently. Where household staples from Himalaya and Pond’s once assumed pride of place, she now found shelves groaning under the weight of cleansers, toners and serums from coveted and Instagram-popular brands like COSRX, CeraVe and Beauty of Joseon. Her heart justifiably skipped a beat. “I always assumed that the only place to get high-end skincare products was e-commerce websites, such as Nykaa, or their standalone stores. Having everything under one roof along with medical-grade skincare is so convenient,” she shares.
If you find yourself making eye contact with tubes from Avène and Isdin on your next trip to the pharmacy, you will want to know that it is not incidental. Noble Chemist has changed its billboards to proclaim ‘Pharmacy & Skincare’, while Wellness Forever is now known as ‘Chemists and Lifestyle Store’. Pharmacies across India have been consciously gravitating towards a more holistic offering in a bid to hop on the skincare train. And with skincare revenue in India valued at $10.48 billion in 2025, it is easy to see why.
Boots in Britain has been doing this for decades, and French pharmacies, with offerings spanning Caudalíe, Embryolisse and Uriage, are tourist destination for skincare enthusiasts as much as the Louvre. Ashraf Biran, director of Wellness Forever, agrees that those were the references. “By adapting the Boots model to our market, we’re offering a destination where customers can find both prescription-based and over-the-counter skincare solutions in one place. The Indian market lacked a retail format that combined medical expertise with high-quality skincare and nutraceuticals, and we saw an opportunity to bridge that gap.”
Right next to the retinol, you will find a compendium of supplements like collagen, vitamins, electrolytes, and protein drinks. It falls in line with insights that believe that there is a larger behavioural shift among consumers, where skincare is now considered an integral part of overall wellness. “With certified and trained pharmacists available to guide customers based on their skin type and concerns, pharmacies offer a clear advantage over regular beauty stores. This expertise makes pharmacies the ideal destination for purchasing skincare and dermatological products,” adds Biran.
While international heavyweights are increasingly making their way to drugstore shelves, homegrown brands are not to be left out either. Mohit Yadav, co-founder and CEO of Minimalist, explains the brand’s decision to be stocked at Apollo Pharmacy and Wellness Forever as largely consumer-driven. He believes this change has been fuelled by consumers seeking dermatologist advice—both offline and on social media—while actively researching ingredients themselves. “We work with dermatologists who recommend our products, so pharmacies help consumers get our products along with other prescription products recommended by doctors,” he explains.
“It is hard to keep all items together at the clinic—as doctors, we don’t necessarily specialise in inventory management,” says Dr Kiran Sethi, dermatologist and medical director of Isya Aesthetics. With more customers growing aware about the benefits of skincare ingredients, such as tretinoin, the demand for high-powered products is driving them to Indian pharmacies, where a selection of global and local skincare products awaits. “This is particularly useful for everyday staples such as sunscreens, cleansers and moisturisers. However, skincare concerns such as acne and pigmentation can still benefit from a medical prescription,” she says.
In the world of quick commerce where your orders can get delivered faster than you can blink, what is making people throng drugstore shelves to restock their skincare? Netijyata Mahendru, a marketing consultant based in New Delhi, believes there’s a sense of discovery that just can’t be replicated by the impersonal, and often impassive, screen of an e-commerce app. “While shopping for makeup is all about testing colours against your skin tone, texture is key when choosing skincare. And that experience of feeling texture is something that quick commerce simply cannot offer,” she says.
The notion is seconded by Tolani, who enjoys her ritual of strolling through the skincare aisle, comparing ingredients and discovering new products at her neighbourhood pharmacy. “When shopping for clothes, you have the option to return them, but you don’t have the same leeway with skincare products like face washes and sunscreens. Ordering online may be more convenient, but the touch-and-feel element is crucial when shopping for skincare. Making that short trip to a local pharmacy is worth the effort as I can have a sense of assurance about what I am picking up,” she says.
The results back up her musings. While official numbers have yet to be released, Wellness Forever has observed strong demand for dermatologically tested brands in tier-two and tier-three cities. Brands like Cetaphil, Derma Co. and CeraVe have been particularly well-received as consumers are increasingly seeking science-backed solutions for concerns like sensitivity, hydration and acne. Looking forward, the brand is eyeing derma-skincare brands, such as La Roche-Posay, Paula’s Choice and The Ordinary.
We may not rival the French pharmacy yet, but the day may come sooner than you think.
