India Exfoliators & Scrub Market By Product Type (Exfoliators (Alpha Hydroxy Acid, Beta Hydroxy Acid), Scrub (Sugar Scrub, Salt Scrub, Herbal Scrub, Others)), By Gender (Male, Female, Unisex), By Form (Creme Based, Gel Based, Powder Based), By Sales Channel (Pharmacies, Departmental Stores, Supermarket/Hypermarket, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

India  Exfoliators & Scrub Market was valued at USD 63.25 Million in 2024 and is anticipated to grow with a CAGR of 4.28% through 2030. India exfoliators & scrub market is projected to witness significant growth by 2030, owing to the growing awareness towards getting proper & healthy skin among both men and women population of the country. Concerns like skin pigmentation, acne marks, discoloration and age spots are further supporting the demand for exfoliators and scrubs.  Moreover, the rising per capita income of the country is enabling consumers to spend on products like exfoliators and scrubs. The entry of leading international brands and launch of new products is expected to drive the India exfoliators and scrub market during the forecast period.

Exfoliators and scrubs help in removing the dead skin cell present on the skin’s outermost surface. They consist of fine diatoms which protect the skin’s surface. The market is also witnessing high demand for herbal exfoliators and scrubs as consumers are now getting more aware about the harmful effects of chemical-based products on their skin. Further, rising demand for personal grooming products is anticipated to drive the exfoliators and scrub market in the coming years. The demand for exfoliators and scrubs in India is propelled by the rising inclination towards personal grooming and the adoption of skincare routines influenced by global trends. Urbanization and improved access to information through the internet have played crucial roles in educating consumers about the benefits of regular exfoliation, such as improved skin texture, unclogged pores, and enhanced absorption of skincare products.

Key Market Drivers

 Increasing Consumer Awareness and Skincare Routines

One of the primary drivers of the exfoliators and scrub market in India is the rising consumer awareness about skincare and the importance of exfoliation in maintaining healthy skin. Over the past decade, there has been a notable shift in consumer behavior, with more individuals adopting comprehensive skincare routines. This change is largely attributed to the widespread availability of information through the internet, social media, and beauty influencers. Consumers today are more educated about the benefits of regular exfoliation, such as removing dead skin cells, preventing acne, and enhancing the effectiveness of other skincare products. This knowledge has spurred a demand for specialized products that cater to different skin types and concerns. For instance, individuals with oily skin may seek out exfoliators that help control excess sebum, while those with sensitive skin might look for gentle, natural scrubs. The role of social media cannot be overstated in this context. Platforms like Instagram, YouTube, and TikTok have become powerful tools for beauty brands to educate and engage with consumers. Influencers and beauty bloggers regularly share skincare tips, product reviews, and tutorials, significantly impacting purchasing decisions. The visual nature of these platforms allows consumers to see the results of using exfoliators and scrubs firsthand, further driving demand. Additionally, the increasing availability of skincare products in various price ranges has made it easier for consumers from different economic backgrounds to incorporate exfoliation into their routines. Affordable options from domestic brands and premium products from international brands cater to a wide spectrum of consumers, ensuring that the market continues to grow

Urbanization and Rising Disposable Income

The rapid urbanization in India and the consequent rise in disposable income have significantly influenced the exfoliators and scrub market. Urban areas, with their higher concentration of working professionals and middle-class families, have shown a greater propensity for spending on personal care and grooming products. The migration of people from rural to urban areas in search of better employment opportunities has led to an increase in the urban population, which is more exposed to global beauty trends and lifestyle choices. With the rise in disposable income, consumers are willing to spend more on quality skincare products, including exfoliators and scrubs. This trend is particularly noticeable among the younger population, who are more likely to experiment with different beauty products and follow elaborate skincare routines. The increasing number of women in the workforce has also contributed to the demand for personal care products, as they seek products that help them maintain a polished and professional appearance. Urban consumers have better access to a wide range of products through organized retail channels, such as shopping malls, specialty stores, and e-commerce platforms. The convenience of online shopping has further boosted the market, allowing consumers to explore and purchase products from the comfort of their homes. Attractive discounts, easy returns, and a plethora of choices have made online shopping a preferred option for many, thereby driving the sales of exfoliators and scrubs.

Influence of International Brands and Product Innovation

The entry and expansion of international skincare brands in the Indian market have played a pivotal role in driving the demand for exfoliators and scrubs. These brands bring with them innovative products, advanced formulations, and a variety of options that cater to the diverse needs of Indian consumers. The presence of global brands such as The Body Shop, L'Oréal, Neutrogena, has not only increased competition but also set high standards for product quality and efficacy. In 2024, Hyphen, a skincare brand was launched by Kriti Sanon, has expanded its product offering. According to Hyphen's survey, 82% of users agreed that the products instantly smoothens their skin and 86% agreed that it makes their skin feel cleaner. International brands often introduce new and unique products that capture the interest of consumers. For example, products with exotic ingredients like volcanic ash, charcoal, and fruit enzymes have gained popularity due to their perceived effectiveness and novelty. These brands also invest heavily in marketing and promotional activities, leveraging celebrity endorsements, social media campaigns, and in-store promotions to create buzz around their products. In response to the competition from international brands, domestic companies have ramped up their innovation efforts. Indian brands are increasingly focusing on developing natural and organic exfoliators and scrubs, which appeal to the growing segment of health-conscious consumers. Products featuring traditional Indian ingredients like turmeric, neem, and sandalwood are particularly popular, as they resonate with the cultural preferences of the local population. The emphasis on product innovation extends to packaging as well. Attractive, eco-friendly packaging options are gaining traction, reflecting the global trend towards sustainability. Brands that can effectively combine innovative formulations with appealing packaging are likely to capture a larger share of the market. 

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Key Market Challenges

High Competition and Brand Loyalty  

One of the significant challenges in the India exfoliators and scrub market is the high level of competition among brands. The market is saturated with a plethora of options from both international and domestic players, making it difficult for new entrants to establish themselves and for existing brands to maintain their market share. This intense competition puts pressure on brands to continuously innovate and differentiate their products to stay relevant. Brand loyalty poses another challenge. Consumers who find a product that works well for their skin type and concerns are often reluctant to switch to a new brand. Building brand loyalty requires consistent product quality, effective marketing strategies, and positive consumer experiences. For new or lesser-known brands, gaining the trust of consumers can be a slow and challenging process. Furthermore, established brands with significant market share have the advantage of extensive distribution networks, robust marketing budgets, and strong brand recognition. These factors make it challenging for smaller or emerging brands to compete on equal footing. To overcome this challenge, new entrants need to focus on niche markets, offer unique value propositions, and leverage digital marketing strategies to build their brand presence.

Regulatory Hurdles and Quality Standards

The skincare industry in India is subject to various regulatory requirements and quality standards that can pose challenges for brands. The regulatory framework ensures that products are safe for consumer use and meet specific quality criteria, but navigating these regulations can be complex and time-consuming. Brands must comply with guidelines set by regulatory bodies such as the Central Drugs Standard Control Organization (CDSCO) and the Bureau of Indian Standards (BIS). This includes adhering to regulations regarding ingredient safety, product labeling, and advertising claims. Non-compliance can lead to legal issues, product recalls, and damage to a brand's reputation. Quality standards are another critical aspect. Consumers today are more discerning and expect high-quality products that deliver on their promises. Ensuring consistent product quality requires stringent quality control measures, investment in research and development, and reliable sourcing of raw materials. For smaller brands, meeting these standards can be challenging due to limited resources and access to advanced manufacturing technologies. Moreover, the growing demand for natural and organic products adds another layer of complexity. Brands that claim to offer natural or organic exfoliators must ensure that their products meet the necessary certifications and standards. This requires transparency in sourcing, manufacturing processes, and clear communication with consumers about the benefits and authenticity of their products.

Key Market Trends

Rise of Natural and Organic Products

The shift towards natural and organic skincare products is one of the most prominent trends in the India exfoliators and scrub market. Consumers are increasingly becoming aware of the potential harmful effects of synthetic chemicals used in conventional skincare products. As a result, there is a growing preference for products made with natural ingredients that are perceived to be safer and more effective. Brands are capitalizing on this trend by launching exfoliators and scrubs that feature natural ingredients such as aloe vera, green tea, oats, and various fruit extracts. These ingredients not only provide exfoliation benefits but also offer additional skincare advantages like hydration, soothing, and anti-inflammatory properties. The appeal of natural and organic products is further enhanced by the perception that they are environmentally friendly and cruelty-free. The trend towards clean beauty, which emphasizes transparency in ingredient sourcing and formulation, is gaining traction. Consumers are seeking products with simple, easy-to-understand ingredient lists and avoiding those with long lists of synthetic chemicals. Brands that can effectively communicate the benefits of their natural and organic products and demonstrate their commitment to sustainability are likely to resonate well with this growing segment of conscious consumers.

Personalization and Customization 

In the dynamic world of skincare, personalization and customization are reshaping the exfoliators and scrub market. Consumers are increasingly seeking products tailored to their unique skin types, concerns, and preferences. This shift is driven by the growing awareness that skin health is profoundly personal and one-size-fits-all solutions are often ineffective. Brands are responding by offering bespoke formulations, where customers can choose the ingredients, texture, and even the scent of their exfoliators. Advances in technology have also played a pivotal role, with AI and machine learning algorithms analyzing skin data to recommend or create customized products. Moreover, the rise of at-home skincare devices allows for a more personalized skincare routine, enhancing the efficacy of exfoliators and scrubs. This trend towards personalization not only caters to individual needs but also fosters a deeper connection between brands and consumers, as products feel more exclusive and tailored to each person. As the market continues to evolve, the emphasis on personalization is likely to grow, leading to more innovative solutions and a more intimate skincare experience. 

Expansion of Online E-Commerce

The exfoliators and scrub market is witnessing a significant transformation with the expansion of online e-commerce. This shift is not just a trend but a pivotal change in consumer purchasing behavior, driving market growth and accessibility. This growth is fueled by the convenience and wide range of choices offered by online platforms, making it easier for consumers to find products tailored to their skin care needs. Moreover, the integration of sustainable and biodegradable exfoliants into products is appealing to environmentally conscious consumers, further accelerating market growth. The COVID-19 pandemic has also played a role, with an increased emphasis on personal hygiene and skincare routines, leading to a surge in demand for exfoliating products. As e-commerce continues to thrive, it enables brands to reach a broader audience, offering detailed product information, customer reviews, and the ease of home delivery, which enhances the shopping experience and supports the market's upward trajectory. The Amazon Great Indian Festival 2023 was a record-breaking shopping event, with over 110 crore customer visits, 40 lakh new customers, and over 65% of sellers from tier 2 cities and beyond. The event saw significant growth in various categories, including fashion, beauty, and skin care products. The Amazon Great Indian Festival 2023 demonstrated increased consumer engagement, affordability, and accessibility, all these factors contributed positively to the India Exfoliators & Scrub Market.

Segmental Insights

Gender Insights

The Indian exfoliators and scrubs market is experiencing a significant surge, predominantly driven by the female consumer segment. This trend is attributed to the heightened awareness among women regarding skincare and the benefits of exfoliation in maintaining a healthy complexion. Women across various age groups are increasingly prioritizing skincare routines that include exfoliation to address concerns such as skin pigmentation, acne marks, and age spots. The market has seen a rise in demand for products that offer both skin-lightening and anti-aging benefits, catering to the multifaceted skincare needs of the female demographic. Moreover, the growing inclination towards personal grooming, coupled with rising disposable incomes, has empowered women to invest in quality skincare products. The introduction of herbal and natural exfoliators is also gaining traction, reflecting a shift towards sustainable and chemical-free options. This consumer behavior is shaping the market, with companies focusing on innovation and personalized solutions to meet the specific skincare requirements of women. As a result, the female category is not only the largest but also the most dynamic consumer segment, propelling the growth of the exfoliators and scrubs market in India.

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Regional Insights

The North region of India has emerged as a dominant region in the exfoliators and scrub market, driven by a robust demand for skincare products that cater to a variety of skin concerns such as pigmentation, acne marks, and age spots. This demand is supported by an increasing awareness among consumers about the importance of maintaining healthy skin and the benefits of using exfoliators and scrubs to remove dead skin cells. The market has seen a surge in the availability of products tailored for different genders, with a significant portion designed for women, who are traditionally more engaged in skincare routines. However, there is a growing segment of products aimed at men, reflecting a broader trend of increased male interest in personal grooming. Distribution channels play a crucial role, with supermarkets and hypermarkets capturing a large share due to their extensive product range and convenience. Yet, the rise of online retail platforms has been notable, offering consumers easy access to a wide array of brands and products. Major players in the market include Lotus Herbals, Lakme India, and VLCC Healthcare Limited, among others, who are contributing to the region's market growth through product innovation and expansion.

Recent Developments

• In 2024, Hyphen, a skincare brand co-founded by Bollywood celebrity Kriti Sanon, has expanded its product offering by launching a new 'Resurfacing 10% AHA BHA PHA Exfoliator'. The exfoliator is designed to provide non-abrasive exfoliation and improve skin health, with ingredients like pineapple extract, cica, chamomile, and allantoin. The product is available on Hyphen's direct-to-consumer e-commerce store and various other multi-brand e-commerce platforms.
• In 2023, EO Naturals is a premium luxury skincare brand launched by Siddhayu International. The brand offers a range of natural and sustainable skincare products, including body lotions, shower gels, scrubs ,face washes, and night creams.

Key Market Players

• Lotus Herbals Pvt Ltd
• Hindustan Unilever Limited
• VLCC Healthcare Limited
• Quest Retail Private Limited 
• Himalaya Drug Company Private Limited 
• Kama Ayurveda Pvt. Ltd.
• L'Oreal India Pvt. Ltd.
• Johnson & Johnson Pvt. Ltd. 
• Innisfree Cosmetics Pvt.Ltd
• Zydus Lifesciences Limited

Report Scope:

In this report, India exfoliators & scrub market has been segmented into following categories, in addition to the industry trends which have also been detailed below:

• India Exfoliators & Scrub Market, By Product Type:
• Exfoliators
• Alpha Hydroxy Acid
• Beta Hydroxy Acid
• Scrubs
• Sugar Scrub
• Salt Scrub
• Herbal Scrub
• Others
• India Exfoliators & Scrub Market, By Gender:
• Male
• Female
• Unisex
• India Exfoliators & Scrub Market, By Form:
• Creme Based
• Gel Based
• Powder Based
• India Exfoliators & Scrub Market, By Sales Channel:
• Pharmacies
• Departmental Stores
• Supermarket/Hypermarket
• Online
• Others
• India Exfoliators & Scrub Market, By Region:
• North
• South
• East
• West

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in India exfoliators & scrub market.

Available Customizations:

India Exfoliators & Scrub Market with the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).