Beauty, But Make It Clean: Insights Into India’s Clean Beauty Definitions
- Aug 7, 2025
- 2 min read
In this Week’s Edition of #ThePulseShift, we unpack what “clean beauty” truly means to Indian consumers powered by consumer intelligence from Smytten PulseAI.
Whether you’re a beauty marketer, brand strategist, or product lead, this report is your cheat sheet to how consumers are reshaping clean beauty on their terms, not the industry’s.
What You’ll Uncover in the Full Report
Clean Is Personal, Not Just Natural
🔍 PulseFind
Consumers want more than “natural” on the label. Brands must lead with clarity, clean ingredient lists, transparency around sourcing, and simple proof points. Clean is no longer a perception it’s a demand for honesty and traceability.
Actives Meet Ayurveda
🔍 PulseFind
Today’s consumers don’t choose between science and tradition—they expect both. Formulations that blend Ayurvedic heritage with high-performance actives will win loyalty. Brands should reposition hybrid formats as the new clean standard, not the exception.
Toxins Are a Dealbreaker
🔍 PulseFind
Paraben-free and sulfate-free aren't differentiators—they're minimum expectations. Clean claims must be backed by ingredient exclusions and visible assurance. This is the moment to treat “free-from” as default and focus on elevating efficacy and safety together.
🎧 New Episode: Clean Beauty, Rewritten
This week on The Pulse Shift podcast, Smytten Pulse AI marketing expert sits down with Co-Founder Swagat Sarangi to break down what Indian consumers actually mean by clean beauty and why trust is replacing trends as the new battleground for brands.
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What’s Next?
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Looking forward to seeing you leverage these insights for your next big move!
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