Why Indian Beauty Brands are Failing?
0:00 Intro2:29 Reason 1 – Lack of Differentiation
4:18 Reason 2 – Supply Chain & Distribution Challenges
7:53 Reason 3 – Marketing Cost & High CAC
10:38 Reason 4 – Consumer Perception & the ‘Foreign’ Factor
13:14 Road Ahead
India’s beauty market looks glamorous from the outside — but behind the influencer campaigns and glossy packaging, many homegrown brands are struggling.
In this video, we dive deep into why building a beauty brand in India is so tough. From Sugar Cosmetics’ losses and Mamaearth’s slowing growth to challenges faced by Wow Science, Arata, and Juicy Chemistry — we uncover the hidden cracks in India’s ₹1 lakh crore beauty industry.
We’ll explore how lack of differentiation, broken supply chains, high CACs, and consumer bias toward foreign brands are making profitability nearly impossible for most D2C players.
And finally, we’ll look at how brands like Minimalist, Forest Essentials, and Kama Ayurveda have managed to crack the code — building profitable, scalable, and premium Indian beauty brands.
Can the next generation of Indian beauty startups learn from these lessons? Let’s find out in this case study.
Disclaimer: Zero1 by Zerodha financially supports creators and storytellers through its network. The views and opinions in this video are solely those of the creator and are not endorsed by Zero1.
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