For years, the Indian beauty space mirrored global trends: full-coverage foundations, layers of contour, bold brows, and that relentless pursuit of flawlessness. But lately, there’s been a noticeable shift. From homegrown brands with transparent ingredient lists to makeup looks that celebrate natural skin texture, India is no longer following the rules, it’s rewriting them.
Today, Indian beauty is shedding the weight of perfection and embracing something far more meaningful: clean, conscious, and minimal routines that reflect both personal values and cultural roots. It's not just about how makeup looks, but how it feels; on your skin, and in your lifestyle. There’s an increasing desire for products that are kinder to the earth, formulas that double up as skincare, and looks that don’t take a full glam team (or an hour) to create.
This evolution is also being driven by a younger, savvier generation that’s asking better questions: Is this product cruelty-free? What’s in it? Can it multitask? Does it suit my skin tone and my pace of life? The result is a beauty aesthetic that’s fresh, versatile, and rooted in ease.
Here are four key makeup trends shaping the face of Indian beauty right now.
1. The Buttery Base
Glass skin had its moment. But the new complexion trend is buttery- soft, supple, and melt-into-skin radiant. It’s not about looking pore-less or overly dewy; it’s about skin that feels lived-in and real. Think Alia Bhatt’s wedding look- complete with barely-there foundation, skin peeking through, with just enough coverage to smooth out the canvas.
Tinted serums, skin tints, and featherlight foundations are having a major moment. They're layered over well-prepped skin (hydration is still queen), resulting in a base that moves with your face, not against it. The idea is simple: good skin, but make it believable. And for many, it starts with skincare-first hybrids- because in this minimal era, makeup often begins at the moisturiser.
Products in focus
1. Hue Drops, Thou
2. Som Rasa Silk Skin Tint, Forest Essentials
3. Glow Burst Encapsulated Foundation, Lamior
2. Blush Is The Centrepiece
Blush is no longer a supporting act, it’s the headliner. While highlighter and contour take a backseat, the blush is being dialled up in unexpected, flattering ways. We're seeing everything from soft strawberry pinks to earthy terracottas, often applied across the cheeks and bridge of the nose for that ’just got back from Goa‘ glow.
Cream and liquid formulas are preferred, allowing the colour to melt into the skin—no harsh lines, no clown cheeks, just a healthy, diffused bloom.
Products in focus
1. Cloud Kiss Blush, Mrucha Beauty
2. A Touch of Colour Multi - Use Tints, BindtBeauty
3. Vitamin E Lip and Cheek Tint, Daughter Earth
3. Stained, Blurry Lips
Remember when lipstick had to be precise, matte, and practically bulletproof? Not anymore. Today’s lips are soft, blurred, and delightfully undone. Think less ’Instagram baddie‘ and more ’woke up like this but better’. This Korean beauty-inspired trend has found its own identity in Indian beauty circles, where richly pigmented hues are being applied with fingers or dabbed gently from the bullet.
Brick reds, rosewood browns, and muted berries are all the rage, colours that flatter Indian skin tones without overpowering. It’s all about that lived-in look, like you’ve just had a sip of chai or kissed someone at a party.
Bonus? It’s low-maintenance. No lip liners, no touch-ups, no worrying about lipstick on your teeth. It’s about comfort as much as it is about aesthetics.
Products in focus
1. Better Decision Lip And Cheek Tint, Flossy Cosmetics
2. Soft Filter Blurring Pot, Diam Beauty
3. Modern Matte Lipstick, Fae Beauty
4. Creamy, Pigmented, Smudge-Proof Eyeliner
While the base gets lighter and the lips more natural, the eyes are where a bit of drama still lives. But even that is being redefined. Say goodbye to chalky pencils and hello to creamy, pigment-rich eyeliners that glide on and stay on.
These liners are multitasking marvels- they smudge out like shadow for a soft smoky look, or can be used with precision for a graphic flick. Deep kohl-rimmed eyes are being given a 2025 update: think Deepika Padukone’s subtly smoked waterline on the Cannes carpet.
Whether in classic black, earthy browns or playful jewel tones, these liners are about expressing personality while keeping the rest of the face minimal. It’s the easiest way to look ’done‘ without going full glam.
Products in focus
1. All Day Comfort Kajal Liner- Carbon Black, Kiro
2. Cosmic Eyes Long Lasting Everyday Kajal, Mokae
3. Smoked Kohl Pencil, Ruby Organics
The Bigger Picture
This less-is-more approach isn’t just a visual shift, it’s a mindset. Indian beauty is finally shedding the pressure of perfection and embracing individuality. The clean girl aesthetic may have started on Western TikTok, but its Indian adaptation is richer, more inclusive, and in tune with our climate, skin tones, and cultural context.
Minimalism, here, isn’t about doing less, it’s about doing what feels right. And that includes choosing conscious brands, multi-use products, and skin-loving formulas. It’s beauty that fits into your life, not the other way around.
In a world that’s constantly asking for more, Indian beauty is quietly rewriting the rules with softness, intention, and grace. And honestly? We’re here for it.