Green Cosmetic: Trends, Challenges and Future

Scope in India
Surabhi Acharya1, Dr. Santosh Bali2
School of Management and Commerce
RIMT University Mandi Gobindgarh, India

Abstract

Because of its extensive chemical use, India has a lot of environmental problems. As detected
in India, growth spurts have affected the system that has led to numerous irregularities.
However, the environmental contaminants have not impacted the atmosphere alone. There is
increasing worry about the health hazards associated with the use of non-green artificial goods
that react with the figures. This has led to many disorders of the skin and hair. The dramatic
change in the environment has led people to realise the significance of being natural and
organic. The views of existing consumers have also altered entirely according to the changes in
the business environment. The consumers today become more informed and this is frequently
shown in the shopping for cosmetics prospects.

This study examines green cosmetics in India, the trends, problems and potential scope. It
attempts to identify the many consumer problems, while going from non-green to inexperienced
cosmetics. It is stated by adequate study that adjustments must be taken by marketers to
segment, target and motivate the broadly dispersed consumer base.

Keywords: Green Cosmetics, Trends, Future Scope, Challenges

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 Introduction

The growing beauty pondering among people is moving the Indian beauty segment in sturdy
development in the several years. The country's beauty segment area has,risen mutually while
holding gigantic development in the field of Fashion and Style.Practicing environmental
awareness has become the new song of devotion among the masses and it's not just fashioners
who are advancing it in a colossal way through their assortments, notwithstanding, restorative
brands are going eco-accommodating with their reach. Experts feel that "advanced very good
quality shoppers'' are serving in expanding the "characteristic" zone among the Indian beauty
segment.

As per India's Beauty and makeup section, industry [1] is presumably going to reach almost $2.68
billion by 2020, It is expected that each development among the exchanges is starting a
precedent. Mr. Rishabh Mariwala, the established Soul of Pure Sense, said: "In the luxury
section, the cosmopolitan clientele is developed". "The shopper has seen various brands on their
movements abroad where the market is multiplied with natural brands. In this way, the brands
into the premium segment will positively see development among the Indian market," Said R.
Mariwala.

With a change in customer way of life and better propensities, the 'natural' sector is continuously
expanding, and for Mariwala one among the most explanations for this is frequently "plans
along the edge of innovation assists with overcoming any barrier between client experience and
common way of thinking". The development in customer awareness concerning moral and
practical issues among the beauty business is driving a socially mindful reaction globally. The
entertainer John Drew Barrymore is a valid example. She set up her green make-up line Flower
Beauty in 2013.

There are numerous Indian brands that don't research creatures and are advancing a solid way
of carrying on with life. “Soul Tree, Nature's Co., Soul blossom, Aaranyaa, Just Herbs, Nature's

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Essence, kama Ayurveda, Biotique Botanicals, Khadi, SOS Organics, Sattvik Organics and
Organic Therapie, Forest basics, Lotus Herbals, and Shahnaz Husain are a number of the
examples. There is an increasing awareness regarding the protection of the atmosphere.
Therefore, the popularity of eco-friendly products will increase return days to come. Aside from
the 'back to nature' pattern, there is furthermore an entire prosperity pattern clearing the world.
Individuals are additional alert to and the healing more harmful effects of chemicals. They go
more the eco-friendly product," said Hussain in 2015 the beauty professional additionally says
that because of the expanding mindfulness, it's steadily changing simpler to convince clients in
regards to eco-accommodating item frequently the reasoning why the commercial center for
eco-accommodating items has been expanding with customers showing an inclination for them.

A.S.Mehta, Head preparing of the British beauty brand The Body search 2017, accentuates that
every one of the items underneath the brand "are made utilizing the best fixings sourced from
every corners of the world that doesn't give off an impression of being tried on creature, and are
completely pitilessness free". "Enrich Not Exploit Commitment is the Body Shop's new world
corporate social responsibility (CSR) strategy[2] that supports all parts of the brand's activity.
Under every one of The Commitment's three columns: advance our mankind, enhance our
items, and enhance our planet," said Aradhika. further she added, it feels that brands have
begun making mankind accept that they're worth a product that is harmless to the ecosystem,
present day, and available for the betterment of society.

"Green alteration of state is the most secure and most dependable way of utilizing make-up, and
it is having the capability of going far in approaching years. Of late, we have been seeing an
ascent in restorative items that is eco-friendly to oblige this need alongside genuine endeavors
worried by the reliable clients," said Mehta.

Mindfulness and openness of natural ascent are on the expansion in India. “Natural brands like
Omveda, SoulTree, Sattvik Organics, and others are making a specialty for themselves inside
the beauty and personal care market.[3] across the individual consideration house the utilization

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of common fixings, getting mainstream in hair oils, conditioners, shampoos, and hair gels.
Fixings like shikakai – acacia concinna, Amla – Indian gooseberry, Almond, Heena (Mehandi),
Reetha – sapindus mukorossi, Milk protein, Bhringraj (Eclipta Alba), neem (Azadirachta
indica), Tulsi (Ocimum sanctum), olive oil (Zaitoon), aloe vera are returning into focus.[4]

For these subject matter experts, the area of eco-friendly product within the current market has
matured substantially within the last few years and will without a doubt become the ‘norm'
within the beauty market inside within four to five years”

The present study discusses the trends, challenges, and future of Green Cosmetics in India.

Green Cosmetics: A overview

A tonne of consideration is being given these days lot offer biology and sustainability.
Consumers go towards green make-up, prefer make-up and effective beauty products to reduce
environmental effects and pollution: an enterprise that currently has over EUR 50 billion
worldwide and is growing by 10%. [5]. “Green Cosmetics is surely a new edge for the growing
country. The adoption of Green today is not only a major necessity, but also an opportunity for
both businesses and consumers (Vincent, 2012) [6]. The term green is now organic, sustainable
or healthful. It is noted that the danger of climate change, global warming and environmental
problems have given rise to green thinking (Santos F Bruno, 2015) [7] Consumers' atmospheric
concerns have grown over time. Their cosmetics purchase pattern is dynamic. A healthy style
that keeps the environment clean is lively. They prefer goods that are healthy, safe and
chemically free. The degradation of the environment has certainly increased the significance of
the consumers to purchase the green goods (Luck, Edwina, M, & Ginanti, 2009) [8]. The
transition to green today is not just the basics but also an opportunity for each and every
customer (Vincent, 2012) [9] Green marketing is promoting goods supposed to be ecologically

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secure, according to the American Marketing Association (Kotler, 2011-2013)[10]. Green
marketing includes, as well as product modification, changes to manufacturing methods,
packaging adjustments as well as promotional modifications, a large variety of activities
Alternatively, numerous similar terms are used for green marketing such as environment
marketing and ecological promotion (Kotler, 2011-2013) [11]. Green marketing may be a
holistic concept of marketing wherein the products are produced, marketed, consumed and
disposed of in a way that least impedes the environment”. Words such as recyclable,
naturebased, ozone-friendly, paraban and phosphate-free are all about marketing and selling
(Friedrich Bruno, 2015) [12] For every human success and environmental balance, green
marketing should thus be promoted. The main publication on consumer behaviour towards
greening was seen.

The consumer's behaviour towards many green goods has since grown (Saleki, 2012) [13]
Cosmetics are part of the desire to build confidence in oneself (Kaufmann, 2012) [14]. They are
utilised to alter our physical appearances as an active agent. Cosmetics are chemicals that make
the body more beautiful. Usually, they are a mixture of chemical substances used to enhance
attractiveness. “For a fashionable customer, physical appearance has become important. The
cosmetics industry was regarded as a highly significant enterprise which saw an amazing
change in the 21st century (SS, 2018) [15] Young female consumers often buy green cosmetics.
They are very worried about their overall appearance (YS,2010) [16]. The previous customer
was aware that the most dominant element was the adverse consequences of the use of artificial
cosmetics and pricing (SS, 2018) [17]. Over time, the Indian cosmetics industry has become
essential for growth and marketing. The usage of cosmetics was an essential part of the life of
the consumer. It provides a wide range of chemical cosmetics, which may be inexpensive yet
harmful to skin and environment (Hagius, 1995) [18]. There are numerous pollution effects and
an unhealthy environment (Christopher Gan, 2008) [19] which increased the involvement of
young customers in their health and improved their quality of life. They now desire to be healthy
and have shopped for green cosmetics (Kumar, 2014) [20]

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The Global Beauty Market refers to cosmetics and personal care goods manufacturing and
marketing. This market has averaged 4.5 percent annually over the last 20 years and shows a
tendency towards growing demand, especially in developing countries in Asia and Latin
America (Lopaciuk & Loboda, 2013) [21]. The situation is also defined by the development of
new goods continuously pushed by the expansion of more exacting beauty standards. The
increasing public awareness about the use of hazardous chemicals in cosmetics and the
development of ethical issues relating to the cosmetics industry have increased the market in
organic cosmetics. Organic cosmetics global sales was projected at USD 13.33 billion in 2018
(Grand view analysis, 2019) [21]. The characteristic green (Leja & Ross-Fichter 2014)[22],
which is used to identify goods which have an ecological appeal and follow certain
manufacturing standards, is typically linked with organic and natural cosmetics. Common
claims in the case of green cosmetics are those which guarantee that they are created in line
with the green chemistry principles. Green Chemistry may be described as using a set of
principles to minimise or eliminate the use or production of hazardous compounds in the design,
manufacturing and use of chemicals”[23], which are a lower risk for human and environmental
health.

Green Cosmetics In India

India has an economy centred on agriculture. Indian farmers are highly educated in organic
farming from ancient times. However, to satisfy the rising need of the people and to develop
India for food grains, a green revolution based on high yield crops and artificial fertilisers
occurred. “Excess fertiliser usage has a detrimental impact on sustainable agriculture. Today,
the young entrepreneurs and the government recognised the significance of inexperienced
agriculture for sustainable agriculture and the revival of India's traditional agricultural practise.
They come with an assistance package for the small industry to boost the sector (Dana,2000)
[24] Patanjali Ayurveda limited is the only Indian business that has struggled hard to build
global giants, and has been recognised by Indians for the reliable age practise in natural
foodstuffs and cosmetics (Misraetal,2018) [25]. India boasts the world's best youthful
population. According to Nielsen's worldwide online survey, millennials are prepared to pay

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more for sustainable goods and use them to treat a business more with an environmental
standard. The organic cosmetics industry is increasing in India, however the availability aspect
of the organic brand is a problem (Misra R, & Singh D., 2016)” [26]. Recently, internet
platforms may overcome this divide, particularly in India's Tier II and Tier III cities. The
youthful generation likes to seek online since it is more technologically bound. Everywhere,
consumer worry about the increase in contamination may be made aware of the reasons that
motivate them to buy for green cosmetics. The research helps marketers to diagnose and contact
the customers. Since some people don't play for the future, act immediately, without delay. The
analytical approach focuses on studying and identifying the variables that motivate consumers
in the Indian setting to develop green cosmetics. The preference for online shopping is growing,
which is why paper studies on the impact on the consumer viewpoint of online communication
channels on green cosmetics.

The “beauty business in India is growing rapidly with the cosmetics industry growing around
15-20% annually[27] The Indian beauty and cosmetics retail industry now estimated at USD
950 million is continuously at USD 2.68 billion in 2020[28]. The beauty market in India is
likely to become the main promoter of the Indian health industry's growth and includes trade
fairs, embellishing goods, cosmetic treatment facilities and cosmetic products. Women make
up more than 85% of salon revenues, whereas men's hair is the following wave that has struck
the Indian salon industry[29]. The Indian Cosmetics industry has experienced huge growth in
the last few years because of the increasing elegance of concerns amongst both sexes”.

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In the course of the most recent 5 years development figures are :

According to a study report[30] the Indian cosmetics industry offers each existing and new
participant significant growth opportunities. The annual per capita expenditure of USD 1.2 on
hair and beauty is projected to rise to USD 6.2[31]. Indeed, the country's beauty industry has
emerged as one of the areas with great potential for growth. The long-term prognosis looks very
bright thanks to new product releases which meet the increasing needs of customers and drive
company development. According to the most recent survey report, the Indian cosmetics market
has entered into the purchase of deals and the increasing purchasing power and style

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consciousness that has been assessed may extend to an annual rate of development of about 17
percent, depending on the customer behaviour. It is also noted that women are a big thing in
cosmetics since they successfully earn and care for themselves.

Compared to different goods, the beauty shading market grows rapidly. With regard to
international players who are successful in India, several great producers of beauty products
have managed to profit from enormous company development in India. Luxury companies,
such as Victoria Secrets, Bodyography and Labiocos, are relying to scrap the Indian purchaser's
wallet and shares by 2020. Clearly Indian ladies or men have not halted the slowdown of
economy and consumer spending on non-essential goods and services. The majority of the
worldwide brands try to profit from the huge demand for new corrective brands in India in the
middle of increasing purchasing power among the vast majority of the nation's women, due to
the growing numbers of young women who come to work every year. Working women may
pay themselves a 35th or higher portion of their salary.

According to the Indian Cosmetic Sector Forecast Report[32], in 2011, the Indian make-up
industry had large transactions of INR 264.1 billion and with increasing buying forces and
growing design cognition, the company was estimated to expand by approximately 17% in
2013-2015 to include a CAGR.

Indian Cosmetic Sector Investigation report[33] 2015 states that the Indian Beauty Care
Industry has potential opportunities for growth for both new and present players. The trends of
beauty goods between men and women assist experts, business researchers and sellers
understand the way the company moves.

During the buyer's behaviour study, consumers gradually move towards 'characteristic' and
'natural' beautiful goods, because the products are associated with biodynamic and human-safe
components. We discovered, furthermore, that women spend more on cosmetics because they
really bring in income and spend more on preparation[34]. Moreover, India also shows its

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attitude to be attractive. We have also investigated and presented gauges for several parts,
including hair care, skincare, dental care, scents and shading magicians in our study. The study
revealed that in contrast to other sectors, the beauty industry is growing quickly.

The Euromonitor report[35] states that Indian consumers have shown that 'organic or natural'
highlights influence decisions for hair and skin care. “Although 71% of consumers said they
would acquire a face cream or lotion if advertised to be natural, 38% indicated they would buy
a cleanser or hair oil if it was produced with components of plant. The interest in natural beauty
and personal care products is considered safer than any other alternative. In a market like India
with herbal usage of natural and ayurvedic hair and skin care, for example henna, bhringraj or
content of oil or natural facial packs, the awareness and advantages of natural and organic
attachments are high”.

Green Cosmetics Challenges

"Natural," "green" and sustainable formulations are one of the major trends in cosmetics. This
is a problem for cosmetic chemists since the number of raw ingredients to utilise is basically

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limited. It's a little bit like asking a painter to use only three colours instead of a whole pallet.
It can be done, but the results may not be so spectacular.

The biggest difficulties facing formulators when trying to produce successful natural cosmetic
formulations.

“Defining Natural”

Perhaps the greatest difficulty is to find out what your business sees as "natural." There is no
one definition of the diversity of different standards. As a formulator you desire a certain
orientation, which components may be used and which can be avoided. If you don't know your
business, then just choose and stick to one of the top natural cosmetic standards.

“Creating reasonably functional formulas

When you know what components you are limited to, the most difficult phase begins: to make
well-performing goods. One fact about most customers is that consumers compromise the
quality of performance for many natural formulations”. This implies that you will need to locate
and attempt to match an acceptable benchmark packed with synthetic chemicals. This is a tough
job, particularly since artificial compounds are the most efficient surfactants – moisturisers,
thickeners and most other cosmetic raw materials.

“Keeping formulas safe from microbial contamination”

The FDA has issued more warning letters about cosmetics in 2016 compared to 2015, with
microbiological contamination the top one problem. More and more marketing teams are
attempting to exploit their methods of preservation (or lack of them) as a product advantage.
It's a horrible concept, but it's going to confront the genuine natural formulators. You must make
formulation concessions that may substantially affect performance or the end user experience
when you cannot utilise the parabens or formaldehyde donors as preservatives..

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Keeping formulation costs low

An additional issue with developing natural formulations is that they cost more than artificial
formulations. But you should anticipate 500th or greater formulation expenses. The difference
is likewise minor. You should expect your marketers to urge you to reduce costs soon after you
are launched.

Proving your product is natural

Although you are diligently selecting the right naturally occurring raw materials and the right
performance criteria, you may still not be "natural enough." For example, while your supplier
of raw-materials may have provided you the first natural surfactant, who is saying they didn't
"enhance" performance with synthetic sources (i.e., adding parabens to make the chemicals live
longer)? You need to engage with the suppliers to get all the relevant documentation in order
to guarantee that you comply with the ecological requirements. In addition, inspectors working
for a private natural certification cluster may be required to fulfil "natural" criteria in your
formula and circumstances of production. It may be an issue.

While it's an additional difficulty for cosmetic chemists to formulate natural products, it isn't all
negative. At least in the future, it guarantees additional work for formulators.

Future Scope of green Cosmetics.

According to industry experts here, the cosmetics market in the nation is expected to expand by
25 percent, reaching USD 20 billion by 2025[36]. "The Indian cosmeceutical and cosmetics
sector has a total market share of USD 6.5 billion in the USD 274 billion global market. The
increase is anticipated to be USD 20 billion at a cumulative rate of 25%," stated UBM India,
head of Yogesh Mudras. [36] Women are anticipated to increase their knowledge of beauty
goods, increase premium prices in close-to-home care, personal treatment, changes in consumer
habits and the lifestyle and enhance buying power.

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The market will continue to expand strongly because of the growing preference for cosmetics
such as natural goods, domestic products and Ayurveda beauty products. The main categories
to be expanded are colour cosmetics, perfumes, skincare and make-up cosmetics. [37]

The idea of clean and transparent cosmetics will be the primary subject of the cosmetics sector
for consumers.

[38] Transparency in innovation and ingredients implies that goods are more transparent in
relation to claims, toxicity, effectiveness and ingredients with consumers. Customer
requirements are rising because of on-line information, yet at the same time, many consumers
are travelling through businesses with their half-acquired knowledge. The position of hygiene
and personal care goods shifted during the pandemic from a needs-based to a key category and
this will make a significant impact in the future.

The growing sectors are the area of personal hygiene, hair care and children, The main concern
of Indian consumers is personal cleanliness and their requests are based on personal hygiene
and well-being considerations. In the mass market category many natural goods will be found
with a focus on the wellness idea. The primary focus may be on the well-being concept with
protection and nutrition as the key goal points for all goods. The reason for this is the awareness
of consumers' excellent health. This year will be the subject of soaps, body washing, hand
washing with mild surfactants. All products have antibacterial characteristics, whether skin
cream or make-up. [39] Several advances in product development will be shown. The goods
are shown in basic, clean minimalist forms. The focus will be on simplicity of use, quality and
ingredients. The tales of ingredients will dominate the market.

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Conclusion

The Indian beauty sector is 13 to 18 percent higher than the United States or the European
markets. Since the beauty area is regulated by organic goods, they also affect other sectors such
as food and drink, health and wellbeing. The organic goods market in India is now estimated at
40,000 million INR. It is planned to reach INR 100,000 million by 2020—INR120,000 million.
Specifically, the organic beauty sector is projected to expand at a pace of 17,27 percent between
2017 and 2022. This growth may lead to agricultural commerce in the nation changing into
organic farming. This will lead to increased sustainability and foster ecological balance. In
addition, it may enable current generations to pave way for a better, more sustainable future.
The main focus will be on

Ingredient Trend

Wellness beauty is the

key to the industry.
Edible Beauty
Ingredients are often
utilised as
customers think that skin
consumes
whatever it gets in touch with the products. The market will see more natural
components including berries, coconut, grain and spices. Natural oleochemicals, particularly
fatty esters, fatty alcohols and waxes, replace mineral oils, making them feel sensory. More
will be utilised with humectants from marine sources, melon, cucumber, etc. Sugarcane,
gums, etc. natural polymers are considered replacements of carolers etc. Food-based agents
such as niacinamide, Co Q 10, vitamin C, vitamin A, etc. are being utilised in more products.

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Trend of the product

Today, cosmetics are more an active and

vehicle mix. Previous cars were bases, but
the effect of the product is also
supplemented by no vehicles. Therefore,
greater combinations of innovative
components are desired for goods.
Functional materials have frequently been
underestimated yet are the key game-
changers for the economic development of
sensory enrichment formulations. “Luxurious foams and gentle cleaning, reduced irritants and
smooth after-feeling will be utilised more sulphate-free surfactants. In sulfate-free rinse-off
solutions, amphoteric surfactants that have specially been suitable for use in infant and kid
specified formulations may now be utilised. Product simplicity- In future, the formulator's aim
will be clean green goods, innovations focusing on simple items such as waters, oils, powder,
etc. Future formulations include making water from gels, balsamic to oil, cream powders,
blending substances such as gums, starch and moisturisers to make jelly, lumpy texture, etc.
Investment of beauty products: The following are the forms to look at in the near future: facial
oils, body oils, nutrient oil, water: herbal waters, foam shampoo etc. Ayurveda is no longer a
thing of the past. It will be regarded as the health entrance and there will be many goods in the
market that are revolving around Ayurveda and Aromatherapy. The usage of essential oils for
health benefits will be increasingly emphasised. E.g.,. Essential cranberry and lavender oils to
relieve stress, The herbaceous plant, peppermint sage, thyme etc. has antimicrobial and fresh
activity. The new experience retail shops will see all of these items by the end of 2021. DIY
will be a component for consumers' everyday lives, overflowing with videos, influencers and
bloggers talking about it. Artificial intelligence will also be utilised by 2022 to manufacture
goods. In 2021, customization will be a huge trend”. Many companies are coming into this area

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 since India is one of the world's most populous nations with a rising economy and a respectable
consumer spending in the beauty sector..

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