India’s fast-growing beauty and personal care market is coming under sharper regulatory scrutiny as widespread lapses in advertising practices expose deeper fault lines in the industry’s reliance on influencer-led promotions. More than 500 brands were found to have violated advertising norms between 2025 and January 2026, according to the Advertising Standards Council of India. The breaches span exaggerated product claims, misleading use of words such as “natural” and “Ayurvedic”, and most notably, the failure to clearly disclose paid partnerships with influencers.
“Many of these cases involved exaggerated or inadequately substantiated claims related to skin benefits, fairness, anti-ageing, or treatment-like results. Influencer-led promotions are another key area of concern,” Manisha Kapoor, CEO & Secretary General, ASCI said.
According to ASCI data, Honasa Consumer Private Limited has emerged as the biggest violator, with 23 advertisements flagged for modification. A further 17 instances involved inadequate or missing influencer disclosures. Products across its portfolio, including Mamaearth Beetroot Hydraful Light Gel Moisturizer, Vitamin C Daily Glow Sunscreen, Pure Origin’s Korean Vitamin C range, and Aqualogica Bright+ Tone Up Sunscreen, were among 20 of those cited products.
L’Oreal India Private Limited followed closely with 20 violations, 13 linked to influencer non-disclosure. ASCI mandates that influencers explicitly label paid collaborations using identifiers such as “Ad”, “Sponsored”, or “Partnership”, yet such disclosures are often either absent or not prominent enough to be meaningful.
Other companies flagged include Rabiko Lifestyle Private Limited, the parent firm of Wishcare, which recorded 18 violations, plus 15 tied to influencer non-disclosure.
Nykaa‘s in-house brands, where Dot & Key Wellness alone accounted for 15 violations, 12 of them linked to undisclosed influencer promotions, have violated 15 ASCI guidelines and 12 non-disclosure of influencer marketing.
The list extended to some of the country’s largest consumer goods groups, including Hindustan Unilever‘s (Dove and Lakme), Himalaya Wellness Company, Dabur India, Swiss Beauty Cosmetics India Private Limited, RENÉE Cosmetics Private Limited, and Colgate-Palmolive India.
Dr. Rutu Mody Kamdar, founder of Jigsaw Brand Consultants argued that the problem is structural. As brands scale their influencer strategies- increasingly working with micro and nano creators who draw a high level of trust. Therefore, the incentive to stretch claims and sidestep disclosure norms has only increased.
“Influencer marketing in the skincare and personal care category is increasingly stretched beyond acceptable ethical boundaries. That the very trust that underpins influencer ecosystems is often being exploited,” Kapoor noted.
At the same time, the rise of “de-influencing”- where creators actively call out certain products- signals a nascent pushback. Supriya Chouthoy, Associate Professor of Marketing at BITS Law School, said such trends highlight both the power influencers wield and the growing scepticism among consumers.
Beyond disclosure lapses, ASCI has also raised concerns over the liberal and often unsubstantiated use of terms such as “green”, “natural”, and “Ayurvedic”, which create what it describes as a misleading “halo effect” around products without clear scientific or regulatory backing.
An expert said that for now, the economics remain tilted. Brands are seeing influencers as a cost-effective route to scale and targeted reach, while creators continue to monetise audience trust, often with limited accountability.
“The burden is rapidly shifting to consumers- to treat influencer content less as impartial advice and more as advertising in disguise,” said Kamdar.
First Published on April 6, 2026, 14:11:02 IST
