Imagine this: Mumbai, 2025. A young woman browses Instagram and likes postings on MAC lipsticks made for Indian skin tones. She no longer has to look for items in real stores; instead, she can tap, pay, and have them delivered the next day. This highlights the current beauty narrative in India, where the market is quickly shifting to a digital-first approach.
The beauty market in India is growing quickly. It was predicted to be valued $16 billion in 2022. According to Euromonitor, it is expected to reach $30 billion by 2027. Numerous foreign beauty enterprises are drawn to the nation. The way companies like MAC Cosmetics are reacting to this rise is intriguing.
The Digital-First Gamble
Traditionally, beauty brands entered India with glittering counters at malls and luxury stores. MAC flipped the script. Instead of opening multiple stores right away, it chose to launch digitally first, riding on India’s e-commerce wave. Platforms like Nykaa, Myntra, and Sephora India became the virtual storefronts for MAC before customers even saw a lipstick swatch in person.
This was a substantial investment rather than just a marketing test. With social media influencing consumer tastes and more than 700 million internet users in India, MAC was able to simultaneously reach customers in Tier 1 and Tier 2 cities without having to invest a lot of money in retail space thanks to its digital-first strategy.
Cracking the Indian Market Code
- E-commerce is booming: Beauty and personal care is among the fastest-growing online categories, growing at over 15% CAGR.
- Consumers are young and aspirational: Nearly 65% of India’s population is under 35, hungry for global beauty brands.
- Influencer-led discovery: Instagram, YouTube, and short-form platforms like Moj are redefining how Indians learn about products.
By the time MAC opened more physical stores, it already had an online fanbase, customers familiar with its shades, and data on what sold best in India.
A Blueprint for Other Brands
MAC’s strategy reflects a bigger truth: in modern India, digital isn’t just an add-on, it’s the entry point. Brands like Huda Beauty and Fenty are also seeing traction through online-first presence before considering large-format retail.
For startups, the lesson is clear, don’t wait to build trust in expensive real estate. Start where your customers are scrolling, swiping, and buying.
From Screens to Shelves: A New Market Reality
The Indian beauty market is no longer just following Western trends. It has become a unique mix of online shopping, social media influencers, and aspirational buying. MAC’s experience is part of a bigger change where people discover beauty products mainly on their smartphones, rather than at store counters.
Also Read: India’s Startup IPO Curse: Why Going Public Isn’t Always the Dream Exit
