Kindlife report finds pigmentation and hairfall top Gen Z’s beauty concerns in India

NEW DELHI: Beauty is increasingly becoming a science experiment. A new report from kindlife Labs suggests India’s Gen Z consumers are choosing skincare and haircare products based less on brand names and more on ingredient lists, with pigmentation and hairfall emerging as their biggest concerns.

The report, Inside India’s Beauty Routine, is based on insights from more than 200,000 AI-powered skin and hair scans conducted on the platform. It paints a picture of a generation seeking personalised solutions and quick results rather than relying on brand loyalty or online reviews.

According to the findings, more than 60 per cent of users who set beauty goals preferred routines designed to deliver visible improvements in the shortest possible time, reflecting a growing demand for efficacy over marketing claims.

Speaking about the findings, kindlife founder and chief executive officer Radhika Ghai said young consumers are increasingly asking what ingredients are in a product and why they work, rather than simply deciding which brand to buy.

She added that consumers are now reading ingredient labels with the same attention they once gave product reviews, creating an opportunity for brands that can clearly explain the science behind their formulations and substantiate efficacy claims.

The report found combination skin to be the most common skin type in India, accounting for around 39 per cent of users, ahead of oily, dry and normal skin.

Pigmentation emerged as the country’s most prevalent skincare concern, affecting about 63 per cent of users, followed by acne and pimples at roughly 55 per cent and dullness at 54 per cent. As a result, achieving glowing skin topped the list of consumer goals at approximately 78 per cent, with smoother skin texture, an even complexion and deep hydration also ranking highly.

Haircare concerns proved equally significant. Around 60 per cent of users reported hairfall as their primary issue, making it the single largest hair-related concern in the study. Frizzy hair ranked second, followed by damaged hair and dandruff, indicating that consumers are paying closer attention to scalp health alongside skincare.

The report also points to changing shopping behaviour among younger consumers. Instead of sticking to a single beauty brand, many are building personalised routines by combining products from different brands, including trending launches and dermatologist-recommended formulations, based solely on performance and suitability.

The study marks the first publication from kindlife Labs, the company’s newly established research and insights division, which analyses data generated through its AI-powered beauty tools to identify emerging consumer trends.

With ingredient transparency, personalisation and measurable results becoming increasingly important, the findings suggest India’s beauty industry may need to shift its focus from brand-driven marketing to science-backed formulations and evidence-led product claims to stay relevant with Gen Z consumers.