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India’s beauty and personal-care market is projected to grow from $40 billion to $100–120 billion by 2030, and FMCG companies are beginning to see that premiumization strategy translate into actual business impact. Mint reports that consumers are increasingly paying for specialized skincare, targeted haircare, and natural products, pushing premium personal-care segments to grow faster than mass categories.
The sharper signal is that this is not just a branding exercise anymore. Marico said its premium personal-care portfolio grew in double digits in 2025-26 and is expected to exit the year at over ₹350 crore ARR, while its broader digital-first portfolio is set to cross ₹1,000 crore ARR. The company also linked premiumization directly to profitability, noting that value-added hair oils carry better margins.
That makes this a bigger FMCG story than beauty alone. In a market where broad demand remains uneven, premium personal care is emerging as a cleaner growth lever because it combines higher value per basket, stronger differentiation, and better margin potential. Mint also notes Dabur is continuing to expand its premium hair-care and new-age offerings, reinforcing that this is becoming a wider sector shift rather than a one-company move.
Why it matters:
For FMCG firms, premiumization is increasingly becoming a practical growth strategy, not just a positioning theme. The brands that can build higher-value, problem-solving personal-care portfolios may be better placed to grow even when mass consumption stays uneven.
