It wasn’t long ago that a quiet wave began sweeping through the personal care industry. Somewhere in the middle of the pandemic, during one of my many doom-scrolling sessions on Instagram, I kept stumbling upon what were then simply called “small businesses”. While fashion labels and jewellery brands were popping up faster than I could save them to my wishlist, beauty and skincare brands were having their own moment too.
What started, for many founders, as a few formulations, age-old family recipes, and plenty of kitchen-counter experimentation soon evolved into what I now like to call the Indian homegrown beauty conglomerates. I’ve watched some of these brands grow from humble Instagram pages into household names. Others entered my beauty universe much later, when I began my journey as a beauty journalist and realised just how many incredible brands were quietly changing the game.
And while the beauty world loves a shiny new launch, there’s something reassuring about Indian brands that just get it. They understand our skin, our weather, our ingredient preferences, and the very specific challenge of trying to keep makeup intact through a Mumbai or Delhi summer. That’s probably why, despite all the new products that cross my desk, there are a handful of homegrown heroes that permanently live in my restock cart.
Everything That I Would Restock:Typsy Beauty Pout Polish Lip Treatment Balm
I’ve always been a fan of the Meta applicator; I just love how they feel on your lips, and the cooling sensation is just too good! Plus, who doesn’t love something chic and different? Hence, this pout polish lip treatment by Typsy Beauty is something that I once constantly used for months because I love the way the formula sits on my lips. It’s even more nourishing and has a colour payoff that gives it more aura points as well.
House Of Makeup Dawn To Dawn Super Stay Liquid Matte Lipstick
There are plenty of brands doing lipsticks in the market, but something about their matte lipsticks just feels right. They have a great collection of shades, and the ones that actually understand Indian skin. I wish I knew about this brand back in my early era of lipstick buying; these shades would have looked bomb with my outfits back in the day.
Inde Wild Dewy Lip Treatment
I didn’t get the hype around a dewy lip balm until I actually got my hands on it. This one feels like a solid competitor for the cult-favourite international lip balms that we all rave about. It’s exactly how a lip balm should be! Nourishing and, more importantly, lightweight. I get the hype now, and the strawberry one is literally a treat for your lips.
Ulterior Cosmetics Ultra Glow Lip Sleeping Oil
I’ve been a lip oil hoarder for the past 2 years; each time I see one, I feel an instant attraction towards it, so when I got my hands on the Ulterior Ultra Glow lip sleeping oil, my jaw dropped for all the right reasons. It’s not sticky, unlike the ones I’ve used in the past, and has a very light pigment, which makes it a great fit for my lips on days when I want to look a little glossy and hydrated at home without doing a full-blown 4-step lip combo.
Dream Beauty First Light Liquid Highlighter
I wouldn’t be lying if I said that I’d happily replace one of my expensive highlighters that I purchased from Sephora for this one by Dream Beauty. The shine, consistency and formula are what instantly made me fall in love with this product – so much so that I even convinced my sister to buy one. This brand also does some great blushes, but the highlighter is what stole my heart.
INAARA Skin Multi-Benefit Day Cream
I’m a very picky person when it comes to moisturisers. For someone who has combination skin and given the AQI around us, this day cream has been on my vanity ever since it was launched. It’s not too light nor too heavy and absorbs under your skin beautifully.
Gush Beauty Clean Slate – Cleansing Balm
The fact that this cleansing balm is pink in colour, both inside and out, is what made me drawn towards it, and it does the job like a pro. Whenever I use it, I can actually feel my makeup melting, and it doesn’t irritate my skin either.
Un:fltrd Almost Ready Cushion Foundation
It was about time Indian beauty lovers got more than just better-formulated foundations and skin tints. We needed products that actually matched our skin tones. Finding the right shade has long been a struggle for many of us, with undertones often overlooked and shade ranges falling short. That’s where this brand stepped in and changed the game with a cushion foundation specifically formulated for Indian skin. A product that understands our complexions, our undertones, and our needs? Honestly, does it get any better than that?
If you’re still reaching for the same global beauty staples, consider this your sign to make room on your shelf for homegrown finds. Indian beauty brands have evolved far beyond the basics, creating thoughtful, innovative formulations that rival some of the biggest names in the industry. Safe to say, there’s never been a better time to discover just how far Indian beauty has come.
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