than they were ever before, thanks to social media, beauty influencers and easy access to medical info online.
Both Indian and international companies have been focusing on
science-backed skincare brands for a few years now. From Minimalist, now owned by Unilever, to Cetaphil, CeraVe and Honasa Consumer-owned The Derma Co, many brands are vying for the same section of the skincare market: the young and informed consumer. “We’ve seen a noticeable uptick in both age groups (Gen Z and Gen Alpha),” says Chytra Anand, dermatologist and founder of Kosmoderma, a Bengaluru-based chain of dermatology clinics.
“In fact, teens and young adults now make up nearly 20% of new consultations at our clinics. For the 12–18 age group, the top concern is acne—mostly hormonal and sometimes compounded by lifestyle issues like diet, screen time, and stress. There’s a growing interest in skin texture and glow, thanks again to beauty influencers and filter-free selfies,” adds Anand.
Young consumers are taking “picture-perfect” quite literally. According to Alok Malik, president and business head - India Formulations at Glenmark Pharmaceuticals, the rise in dermatologist consultations is not just a medical trend; it reflects a broader shift towards evidence-based self-care.
“We are seeing increased usage, which is intentional and informed adoption, with consumers actively choosing science-backed skincare over cosmetic hype,” he says.
Known for brands like Maxrich YU, Episoft, Bontress and La Shield Kids, Glenmark has been pushing the prescription vs OTC line of skincare for years now. It is using a combination of dermatological recommendations and modern retail inclusive of ecommerce to reach the target audience.
Dermatologists charge ₹1,000–4,000 or more for a visit in India’s major cities. This is just the consultation fee. Chances are the doctor will prescribe serums with active ingredients, moisturisers and face wash—a three-four step routine based on products which would cost another ₹10,000 or more.
“Earlier, people would only see a dermatologist for chronic conditions like acne, eczema, or pigmentation that had persisted for years. Now, even a new pimple, suntan, or mild sensitivity prompts a visit, and rightly so,” adds Reddy. “Skin is our largest organ, and people are beginning to treat it with the same seriousness they give to diet or fitness.”
While this is still a fairly urban phenomenon, market research company Statista estimates India’s skin treatments market to reach about $895 million (nearly ₹7,750 crore) this year.
More than 64% of the customers of Foxtale, a Mumbai-based skincare startup, are Gen Z and the older edge of Gen Alpha — “those just stepping into their teenage years”, says Romita Mazumdar, its CEO and founder.
“On our website, we’ve seen a 2x increase in ingredient-specific search terms in the last year alone; terms like ‘niacinamide’, ‘glycolic acid’ and ‘peptides’ are constantly searched,” she says.
“Even parents are encouraging early visits, which is great. I’ve had 15-year-olds ask if they should combine azelaic acid with niacinamide, and college students worried about barrier repair after using too many actives,” says Anand.
