India Face Wash Market Outlook, 2027-28

In the last few years, India has experienced a major growth in the sales of face washes. Increasing emphasis on looks and appearance, brand endorsements by Bollywood stars and cricketers, growing consciousness about personal hygiene and rising disposable income have helped the face wash market grow considerably. In addition to this, the entry of international players into the market, e-commerce sales, and a strong distribution network are also driving the face wash category. Also, the major growth drivers for this market include a rise in the number of working women and changing climatic conditions.

According to the report, "India Face Wash Market Outlook, 2027–28" published by Bonafide Research, the Indian face wash market is expected to grow with a CAGR of more than 15% during the forecast period, with an anticipated market size of more than 9500 INR. The market is divided into urban and rural markets on the basis of demographics and unisex and men's markets on the basis of category. The unisex face wash market is further sub-divided into the urban unisex face wash market and the rural unisex face wash market. The men's face wash market is sub-divided into two segments: the urban men's face wash market and the rural men's face wash market. Earlier, only women-oriented face washes were sold in the market, but with the increasing desire of men to improve their appearance and to look well groomed, the manufacturers began to manufacture face washes specially designed for men.

Men between the ages of 18 and 45 spend marginally more than women on personal care products. And in certain categories, such as body wash and face wash, a lot more, according to the obtained data. On average, men spend close to 10% more on body washes and 7% more on face washes and scrubs than women every month. And men between the ages of 18 and 24 spend about 15% more on moisturizers and 6% more on conditioners every month when compared with women of the same age. Also, long working hours, stressed and busy lives, the desire to look good at work and the influence of male celebrities are some of the factors which are expected to drive the men's face wash market in the future period. The future of the facial cleanser market in India looks promising with opportunities in the personal care market. The growing middle-class population, high brand advertising spending, men's and women's desire to look fresh and personal hygiene consciousness are some of the factors that have contributed to the market's growth in recent years. An escalating number of young people and increasing demand from men are some of the additional factors that are anticipated to drive the market in the forecast period.

There are lots of national and international players present in the face wash market in India already. Some of these national players include Hindustan Unilever Limited, The Himalaya Drug Company, Patanjali Ayurved Limited, etc., while L'Oreal India Private Limited, Nivea India Private Limited, Johnson & Johnson Pvt. Ltd., and P&G are some of the international players present in the Indian face wash market. The Himalaya Drug Company offers a variety of face washes under their face care product line that caters to the different needs of consumers, including neem face-wash for combating pimples, moisturizing aloe vera face-wash for dry skin, kesar face-wash for glowy and dewy skin, the clear complexion face-wash for people seeking clear skin and a clear complexion, a lemon face-wash, and a gentle exfoliating face wash in their portfolio. But amongst all of these, their star product is the purifying neem face wash. It accounts for over 80% of their revenue in their face wash portfolio to this date.

Further, FMCG major Dabur announced that the company is foraying into the face wash category by launching face wash in 3 variants to provide a clean, glowing and healthy face. The brand forays into the face wash category with the launch of the Dabur Vatika Face Wash range. Further strengthening Dabur’s presence in the personal care market in India, this range has been exclusively launched with Flipkart, India’s leading e-commerce platform. The face wash starts with a price range of INR 170. The new Vatika Face Wash will come in 3 variants – Vatika Neem Purifying Face Wash, Vatika Sandalwood Illuminating Face Wash, and Vatika Honey Moisture Boost Face Wash.



Another trend in the face wash market is charcoal face wash. Activated charcoal helps clean the skin by removing oil, debris, and dead skin cells from the skin's surface. It can also temporarily shrink the appearance of pores for smoother-looking skin. Charcoal face wash is the best product for cleansing the skin, as the charcoal is well known for eliminating dirt and other impurities from the skin. A number of people do have acne issues that occur due to the dirt present in the pores inside, which also stimulates the excess oil on the skin. Zoic Cosmetic, in this aspect, serves the best as the top charcoal face wash manufacturer in India. With the help of natural formulas or ingredients that are highly beneficial to maintaining the natural health of the skin, Zoic Cosmetic believes in providing the superlative quality of beauty products in the Indian market.

On the other hand, Nivea India has strengthened its face care portfolio by entering the women’s face wash segment in India with the launch of its face cleansing category. Nivea launched its first range of face wash products under the brand name ‘Nivea Milk Delights', which is targeted mainly at urban consumers. With this launch, Nivea will take on established players in this segment like Himalaya's, Dabur, Patanjali, and HUL, among others. It anticipates that the new category will contribute 10% to its overall revenue over the next 2-3 years. In addition to that, AcneStar, an anti-inflammatory and antibacterial face wash from the house of Mankind Pharma, has launched two interesting and unique campaigns to create a buzz around social media. The previous year, the brand came up with two mega campaigns, "Thank you Haters" and "Skin Ka Reset" and received tremendous responses from its audience. The campaigns were designed keeping in mind the most common problems faced by every individual in today’s time. "Thank you Haters" is inspired by the social media trolling that every individual faces on social media.

COVID-19 Impacts:
The world isn’t only fighting a health pandemic but also an economic one, as the novel coronavirus (COVID-19) casts its long shadow over economies around the globe. The entire lockdown situation in several countries has directly or indirectly impacted many industries, causing a shift in activities like supply chain operations, vendor operations, product commercialization, etc. India was also heavily impacted during the outbreak. During the ongoing pandemic, face wash was not considered a necessary product. Therefore, the demand for face wash has decreased during these times. As the COVID-19 pandemic has forced countries to enforce lockdown, the supply and distribution chain have been disrupted. The shifting of activities in operations and vendor operations impacted the production. Hypermarkets, supermarkets, and convenience stores were closed, creating a gap in demand and supply. The production process for new batches of face wash has become a challenge for companies due to the limited availability of labor, the disrupted supply of raw materials, and logistical issues.

Covered in the Face Wash Report:

Unisex Face Wash Market
• Urban Unisex Face Wash Market
• Rural Unisex Face Wash Market

Men Face Wash Market
• Urban Men Face Wash Market
• Rural Men Face Wash Market

"India Face Wash Market Outlook, 2027-28" discusses the following aspects of face wash in India:
How it will help solving your strategic decision making process??
The report gives an in-depth understanding of the face wash market in India:
- India Face Wash Market Outlook
- India Face Wash Market Size By Value & Forecast
- India Urban Face Wash Market Size By Value & Forecast
- India Rural Face Wash Market Size By Value & Forecast
- India Face Wash Market Segmental Analysis: By Company, By Brand, By Demographics, By Category, By Functional Benefits, By Packaging Size
- India Unisex Face Wash Market Size By Value & Forecast
- India Urban Unisex Face Wash Market Size By Value & Forecast
- India Rural Unisex Face Wash Market Size By Value & Forecast
- India Unisex Face Wash Market Segmental Analysis: By Company, By Brand, By Demographics
- India Men's Face Wash Market Size By Value & Forecast
- India Urban Men's Face Wash Market Size By Value & Forecast
- India Rural Men's Face Wash Market Size By Value & Forecast
- India Men's Face Wash Market Segmental Analysis: By Company, By Brand, By Demographics
- Product Price & Variant Analysis of Unisex Face Wash and Men's Face Wash
- Key vendors in this market space
- Competitive Landscape & Strategic Recommendations

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report Methodology
The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of face wash in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.

Intended Audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the facial care industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.