The Indian beauty industry is experiencing a transformative shift, led by the rise of mini-sized makeup products, often referred to as “minis.” These compact versions of traditional cosmetics—lipsticks, kajals, nail paints, and more—are reshaping consumer behavior, especially among Gen Z buyers who value affordability, convenience, and experimentation.

At the forefront of this revolution is Lakme, the iconic Indian beauty brand under Hindustan Unilever (HUL). According to Ms. Sunanda Khaitan, Vice President at Lakme, minis are helping expand the use of makeup beyond just weddings and festive occasions, breaking the old perception that makeup is reserved for special events. Young Indian consumers, particularly Gen Z, are keen on trying out global beauty trends but at a price point that suits their budget and lifestyle.

In her words, “India will embrace minis”— and the numbers back her up. Despite India's growing urban consumer base and increasing exposure to global beauty trends, makeup penetration in the country is still below 30%, signaling enormous untapped potential. Minis, by offering a low-risk and low-cost entry point into the world of makeup, are bridging that gap.

A key driver of this mini-makeup boom is the rise of quick commerce platforms such as Swiggy Instamart and Zepto, which have expanded from grocery and daily essentials to include beauty and personal care products. Indian consumers, especially those in metros and Tier 1 cities, are now ordering essentials like kajals, lip balms, and nail polish removers on-demand, with delivery times often under 30 minutes. This instant accessibility is transforming how consumers discover, try, and adopt beauty products, making impulse buying and product trials more common than ever.

Lakme is strategically positioning itself to remain relevant in this dynamic landscape. The brand is increasing its investment in digital marketing, creating platform-specific content for Gen Z across Instagram, YouTube, and influencer-led promotions. It is also focusing on diversifying product formats to ensure accessibility across price segments and geographies—from mini packs in metros to pocket-sized combos in Tier 2 and 3 towns.

Another factor supporting this surge is the resilience of beauty spending, even in tough economic times. Ms. Khaitan refers to the well-known "lipstick index"—a concept that suggests people will still indulge in small luxuries like lipsticks during downturns. This theory has proven relevant in the post-COVID era, as consumers continue to aspire, express, and invest in their appearance, albeit more cautiously and consciously.

Lakme’s mini products cater not just to affordability, but also to portability and discovery. A smaller pack means easier carry, perfect for travel or on-the-go touch-ups, and allows customers to try multiple shades or products before committing to full-size purchases. This approach aligns with Gen Z’s consumer mindset, which favors diversity, novelty, and flexibility.

The competitive intensity in India’s beauty market has increased manifold. A flood of new-age direct-to-consumer (D2C) brands and international labels are entering the space, offering everything from clean beauty to Korean skincare-inspired formulations. But Lakme's homegrown advantage, strong retail presence, and ability to adapt to new formats and platforms keep it competitive.

From tapping into e-commerce giants like Nykaa, Amazon, and Flipkart to leveraging social commerce and influencer-led storytelling, Lakme is using a multi-channel strategy to target diverse consumer bases. Beauty is no longer confined to traditional counters or exclusive outlets, and minis help make the brand's presence felt across a wide spectrum—in retail stores, online marketplaces, and the smartphone screens of Gen Z.

Looking ahead, the Indian beauty market is projected to cross $30 billion by 2027, and minis will play a vital role in that growth. With rising aspirations, digitally active youth, and access to global trends, the demand for small-sized yet premium-looking products will only grow. And for brands like Lakme, this means rethinking product packaging, shelf displays, price points, and even how they communicate with their consumers.

In summary, mini-sized beauty products have become much more than a passing trend. They represent a new era of beauty consumption in India—one that is driven by youth, enabled by technology, and defined by value-conscious innovation. Lakme’s move to embrace this shift proactively is not just a strategy to stay relevant but a smart bet on India’s next billion-dollar beauty wave.

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