The pursuit of ageless skin is no longer restricted to those above a certain age in India’s metros. Once seen as an indulgent or late-life fix, anti-ageing products today are firmly embedded in the country’s broader skincare and wellness routines, and one of the early consumers of this trend is Gen Z.
Preventive skincare is the new normal
Anti-ageing is no longer about correcting fine lines and wrinkles in one’s 40s and 50s — it’s about preserving skin health from one’s 20s. “Younger audiences are far more proactive today,” Vipul Gupta, Founder, Re’equil, told financialexpress.com. “Our 0.1% retinol variant is especially popular with people in their early to mid-20s who want to prevent rather than treat concerns like pigmentation or dullness.”
This shift from remedial to preventive is unlocking a wider, younger consumer base. While millennials drove the early growth of skincare in India, Gen Z is emerging as a new powerhouse for anti-ageing brands. The category is now considered an extension of self-care, as essential as sunscreen or moisturiser.
According to a study referenced by Amway, 43% of consumers today actively adopt a preventive approach to skincare, while 62% seek out products made with high-quality ingredients. “This trend is no longer limited to older age groups,” Rajneesh Chopra, Managing Director, Amway India, said. “Even Gen Z is investing in skin health as part of their larger wellness journey.”
With a current market size of $2.5 billion (2024) and projected to grow to $4 billion by 2033, the anti-ageing segment is now one of the most dynamic spaces within India’s personal care industry. Some industry reports suggest a CAGR as high as 12% between 2022 and 2027, outpacing growth in traditional beauty verticals such as makeup or fragrance.
Do you really need anti-ageing skincare treatment in your 20s?
The trend of starting anti-ageing skincare early isn’t about aggressive treatments, but smart prevention. “From your mid-20s, collagen production begins to decline, and environmental stressors, like pollution, sun exposure, and lack of sleep, start impacting skin health even if the signs aren’t visible yet,” Dr. Mikki Singh, Founder & Head Dermatologist at Bodycraft Clinics & Salon, explained. Gen Z focuses on building foundational habits with broad-spectrum sunscreen, antioxidants like vitamin C, and barrier-strengthening ingredients such as niacinamide. Low-dose retinol, introduced gradually, can also support long-term skin resilience. Singh emphasises that “starting early doesn’t mean going aggressive, it means being consistent.”
Anti-ageing messaging ignores wrinkles, focuses on resilience
In many ways, the anti-ageing category’s biggest win has been reframing ageing itself. Where once the market was built on fear-driven messaging, promising ‘wrinkle reversal’ or ‘10 years younger’, today’s positioning is about empowerment, skin resilience, and emotional connection. “At Tatha, we talk about emotional healing as much as physical renewal,” Divita Kanoria, founder, Tatha Skincare, said. “We don’t glorify youth. Our narrative is about supporting skin through change, not undoing time.”
This brand of storytelling resonates with consumers who value authenticity over airbrushed aspiration. Oriflame’s catalogues feature diverse faces and highlight user testimonials, while O3+ maintains messaging around “supporting your skin’s natural rhythm.”
This shift also opens up the category to a wider demographic, appealing to both early adopters in their 20s and older consumers who now see anti-ageing as self-care, not self-correction.
Science, safety, and clean formulations are table stakes
Today’s consumer demands more than glossy packaging and celebrity endorsements, they want proof. Formulations are expected to carry clinically backed ingredients, be free from harmful additives, and deliver visible results.
At O3+, for instance, the anti-ageing portfolio is built on ingredients such as retinol, peptides, and hyaluronic acid. “We focus on products that are dermatologist-tested and results-driven,” Vidur Kapur, Director, O3+, added. “Customers are not just buying into claims — they’re evaluating the science.”
Re’equil has gone a step further with time-controlled delivery systems in its retinol line to reduce irritation, a frequent concern in the Indian market where many consumers have sensitive or combination skin types. Meanwhile, Tatha Skincare has positioned itself in the “clean-tech” beauty segment, using plant stem cell technologies sourced from Centella Asiatica, Vigna Radiata, and Apple Malus.
“We’ve intentionally stayed away from aggressive actives and synthetics,” Kanoria commented. “Instead, we’ve focused on cellular-level repair and barrier-strengthening, which Indian skin often needs.”
Even direct selling brands such as Oriflame and Amway are blending the best of botanical nutrition and biochemistry. “Our Artistry Skin Nutrition range is formulated to address five key skin functions — Purify, Balance, Rebuild, Moisturise, and Protect — using ingredients grown on Nutrilite-certified farms,” Chopra added. Some of the brand’s firming products, he claims, have shown up to 600% improvement in restoring skin condition.
Digital is not just a channel, it’s the engine
Unlike traditional beauty, which relied on brick-and-mortar dominance, anti-ageing has found its footing online, where education, influencer advocacy, and e-commerce intersect. “Awareness is driven by social media — particularly Instagram and YouTube,” Gupta said. “However, conversions are increasingly happening on marketplaces like Amazon, Nykaa, and quick commerce platforms.”
D2C remains a stronghold for storytelling-led brands such as Tatha, where the shopping journey is closely tied to brand education, sampling, and personalised content. Meanwhile, brands like Oriflame have created digital communities of micro-influencers and wellness educators who nurture trust and long-term engagement.
A category with high stickiness and strategic value
What makes anti-ageing especially attractive from a business standpoint is its combination of high engagement, strong repeat rates, and high-margin product lines. Unlike makeup, which is often seasonal or trend-based, skincare routines, particularly those in the anti-ageing category, are habit-forming and consistent. This makes it a strategic growth category for both legacy players and D2C challengers.
According to market intelligence platform Mintel, Indian consumers are increasingly moving from basic moisturisers to multi-functional solutions — combining hydration, firmness, antioxidant protection, and skin repair in one regimen. This opens the door for cross-category bundling, subscription models, and a higher share of wallet over time.