India shopped for 99.2 million beauty and personal care products in 2024: Honasa

India’s beauty and personal care landscape crafted a story of remarkable growth, shifting preferences, and evolving routines in 2024. Honasa Consumer Ltd, which is home to brands like Mamaearth, The Derma Co., Aqualogica, Dr. Sheths, BBlunt and Staze Beauty, shared its Year ender Wrap showcasing what India was shopping for in 2024.

India shopped for 99.2 million products underscoring the growing demand for beauty and personal care. With over 18,700 pincodes served this year, Honasa ensured that self-care became a priority across the country, from bustling metros to the remotest corners of India.

As beauty and personal care trends swept across the nation, city-specific stories added unique flavour to the year:

Goa, unsurprisingly, became the sunscreen capital, while Bengaluru embraced dry shampoos for last-minute parties.
Jhansi made headlines with one consumer buying 45 bottles of Aqualogica Glow+ Sunscreen.
A K-drama fan in Guwahati bought 61 tubes of Mamaearth Rice Facewash – that’s 8 years of glass-like skin!
During Chhath Puja, over 10,000 Mamaearth ruby red lipsticks were sold, highlighting the popularity of bold, festive looks.
Raipur showed growing interest in science-backed skincare, while Hyderabad emerged as the baby care capital of India.
Gurgaon searched for “gifts for girlfriends,” making Aqualogica Mists the perfect choice, and Ubtan Face Masks became Surat’s choice for Haldi ceremony when a consumer ordered 155 tubes.

In 2024, skincare was the solution, no matter the problem!

Over 26.2 million units of facewash were bought by consumers, solidifying its role as a must-have in daily skincare routines.
Sun care products followed closely, with 15.9 million units left the hub, reflecting the increasing focus on sun protection.
Shampoos also captured significant attention, with 11.6 million units purchased, underscoring the continued focus on haircare.
Meanwhile, hydration became the MVP as India ordered more than 5.9 million moisturizers making it a go-to product in their skincare.

In 2024, Honasa’s products became essentials in daily skincare and beauty routines. Crowd favorites included Mamaearth’s Ubtan Face Wash, Dr. Sheth’s Ceramide & Vitamin C Oil-Free Moisturizer, Aqualogica’s Glow+ Dewy Sunscreens, Bblunt’s Hot Shot Heat Protection Hair Mist, and Staze’s 9 to 9 3-in-1 Lipsticks. These standout products not only captivated consumers but also reflected the evolving trends in beauty and personal care.

Mamaearth’s natural and organic baby care solutions continued to be India’s favourite with over 7.2 million Mamearth babycare products were sold. Mamaearth Baby Sunscreen and Mosquito Repellent Patches became parent-approved heroes, while baby soaps continued to offer soft, clean care for the youngest members of the family. Another one leading the pack was Mamaearth’s Onion range with 9.6 million units sold in 2024 – that’s equal to 580 tons of onion!

In 2024, serums became the star of skincare, and Honasa led the charge by delivering over 7.7 million serums and putting active ingredients at the forefront of India’s beauty routines. India loved The Derma Co. 2% Kojic Acid Face Serum, Mamaearth Vitamin C Daily Glow Face Serum, and Dr. Sheth’s Centella & Niacinamide Serum, all of which helped redefine radiance and skin rejuvenation.

The Niacinamide Serum emerged as a top choice with 1.5 million units sold, offering users clearer, smoother skin. The Salicylic Acid Face Serums also gained immense popularity, with 1.2 million units sold, making a significant impact on acne treatment and skin clarity. Together, these active ingredient-powered serums transformed skincare routines, giving India radiant, healthy skin.

And that’s how India embraced Honasa products in 2024 – from baby products to face washes to active serums. 2025 will be a year of developing traditional solutions, continuing investing in science-driven formulations and building effective personal care routines for Indian consumers.

All statistics presented here are based on data collected between January and November 2024.