Launch offer: each report with its Market Brain, ₹9,999 (₹24,999). Offer ends 31 October 2026.
Where skin reactions, shade and delivery cost makeup brands the sale, in a market that buys on advice.
15 chapters · 26 exhibits · 6 behavioural segments · report, PDF and its Market Brain
₹9,999₹24,999 + GST · launch offer
The evidence
India’s makeup market is mass-priced and moving online and to smaller cities. This report follows how buyers choose on advice, test shades, react, switch and complain about what arrives, and how brands compete across price tiers and channels. It includes six behavioural segments of buyers and what brand teams can test next.
How it was built
A survey asks people what they would do. This report studies what they say they did, in their own words. It rests on 2,113 buying decisions described by Indian makeup buyers. relvo.ai's research engine decodes each account, measures the patterns into shares and segments, and links every finding to the quotes behind it.
Exhibits
Every chart and table is built from the evidence, with its base and source.
Every exhibit, every chapter and the Market Brain.
5 findings, each with the evidence, the exhibits and what it means for a makeup brand.
With the report you can ask your own questions. Here are three it has answered, each with the quotes behind the answer.
Why do buyers stop using a makeup product?
Skin and eye reactions lead: they are the reason in 23% of exits that give one. For mass-price lip and eye products, that makes it a trust problem.
“Every Kajal I've tried gives me watery, burning eyes and my entire day is ruined.”
Three questions from the report. Guess first, then see what buyers did.
Ask the cohort
A preview of 2 of the 6 segments in this market, each defined by what people want and measured by what they do against the whole market. With the report, you build all 6 in its Market Brain and ask any of them your own questions.
They report how a product wore 1.4× and make a product a staple 1.3× as often as the market. They ask and compare 0.6× and report a purchase 0.5× as often.
“i hate foundation too, it makes my skin oily, i would rather go for this bb cream or skin tint”
They give wear time as their reason 4.8× as often as the market, smudging or heat 5×, and turn to a makeup artist or parlour 3.3× as often. They report a purchase less than half as often as the market (0.4×).
“i used to do my entire makeup at home like a responsible adult then indian summer + commute said lol no”
Launch offer ends 31 October 2026. Full price after that.
Which shades and products to fix first, and how to show shade so buyers trust it before they buy.
How to earn the recommendation, since most buying decisions start with advice.
Which channels damage the brand on delivery, and what to change in packing and sellers.
Which brands earn the recommendation that makeup is bought on, and where the market is moving.
For teams
A team licence covers you and 4 colleagues for ₹49,999 + GST, about ₹10,000 a person. A company licence covers everyone on your company email for ₹99,999 + GST.
Send your manager a ready-made note: what the report is, what it costs and the refund, with a link to this page.
Email it to my managerEvery purchase gets a GST invoice with your company name and GSTIN. If procurement needs a quote or a PO first, ask and we'll send one.
Request a quoteRead the opening chapter free. If you buy and it isn't for you, ask for a refund within 7 days, as long as you haven't downloaded the PDF or opened more than 3 paid chapters.
The full report online, a licensed PDF, and the report's Market Brain to question, including its segments, for 6 months. A single licence covers one named person; team and company licences cover more.
Where skin reactions, shade and delivery cost makeup brands the sale, in a market that buys on advice.
