India Permanent Makeup Market Size, Share & Industry Analysis, By Product Type (Devices, Pigments {Microblading and Micropigmentation} and Accessories), By Technique (Microblading and Micropigmentation), By Body Parts (Eyebrows, Lips, Eyelashes/Eyeliners, and Others), By End-user (Specialty Clinics, Spas & Cosmetic Surgery Centers, Cosmetic/Beauty Salons, and Others), and Country Forecast, 2024-2032

India permanent makeup market size was valued at USD 1.14 million in 2023. The market is projected to grow from USD 1.24 million in 2024 to USD 2.74 million by 2032, exhibiting a CAGR of 10.4% during the forecast period.

Permanent makeup is a cosmetic procedure that involves implanting pigments into the skin to improve or replace lost color. It's also known as cosmetic tattooing or micropigmentation. It is mainly used for the enhancement of eyebrows, (eyelashes, eyelids, and lips), camouflage or improve scars, define lips with lip liner, restore color to areas of skin that have lost color, and others. The market is highly fragmented, with the presence of several international and domestic key players involved in strategic initiatives, such as collaboration, launches, and geographic expansions. Some of the international players include Permablend, Nouveau Contour, GOOCHIE, and others. Additionally, these companies are significantly focusing on enhancing their brand presence in tier 2 and tier 3 cities in the country, which is expected to contribute to their market share.

The Indian market is anticipated to grow significantly in the coming years due to the increasing prevalence of dermatological issues such as vitiligo, alopecia, and others, which may require effective solutions. In such cases, permanent makeup helps restore an individual’s confidence by camouflaging these conditions with long-lasting cosmetic enhancements. Moreover, additional factors such as social media influence, the aging population, rising disposable income, and advancements in techniques are also significantly contributing to its rising demand. These factors are expected to contribute to market growth during the forecast period.

• For instance, as per the news published on India Today in July 2024, the permanent makeup trend is steadily gaining popularity owing to advancements in techniques and pigments, resulting in more natural-looking and long-lasting outcomes.

MARKET DYNAMICS

Market Drivers

Preferential Shift Toward Permanent Makeup Over Traditional Makeup to Boost Market Expansion

Over the past few years, rising disposable incomes in India have significantly contributed to the growing popularity of permanent makeup (PMU), as more consumers are eager to invest in beauty treatments that provide long-lasting results, such as lip blushing and microblading. These procedures provide time-saving benefits over traditional makeup, especially for working women with busy lifestyles seeking convenience in their beauty routines.

• For instance, according to Dr. Johar’s Plastic Surgery Group, individuals who desire long-lasting enhancement of their facial features and seek time-saving solutions and effort on daily makeup application are good candidates for permanent makeup. Additionally, permanent makeup offers several benefits to individuals with allergies or sensitivities to traditional cosmetics as it uses hypoallergenic pigments.

Furthermore, enhancements in the techniques, products, and safety protocols are increasing consumer awareness of beauty standards and boosting confidence to opt for these procedures. These advancements are helping provide more long-lasting and natural-looking results. This is anticipated to expand beyond major urban centers into tier-2 and tier-3 cities, thereby broadening the market reach during the forecast period.

Moreover, in the geriatric population, the number of changes, such as a loss of natural definition, resulting in thinner lips, faded colors, and hair loss, is also propelling the demand for the use of such products that effectively enhance an individual's natural appearance. In such a scenario, the preference for this type of makeup over traditional is increasing in India, which is projected to fuel the market growth.

Market Restraints

High Cost and Safety Concerns to Hamper Market Growth

In India, the demand for these procedures faces significant limitations due to high costs for each session and adverse effects associated with those procedures, which may lead to safety concerns among consumers.

Permanent makeup can result in serious complications, such as infections caused by unsterilized tools, allergic reactions to the pigments used, and disappointing aesthetic outcomes that may require corrective interventions. Poor-quality applications can lead to lasting skin damage, including uneven pigmentation and scarring, especially when carried out by untrained practitioners using substandard materials. These risks may lead to long-term health concerns, as some pigments can have carcinogenic properties. This may further deter potential consumers from undergoing these procedures.

• In October 2023, the Indian Dermatology Online Journal reported that late side effects such as photo-allergic reaction, especially with cadmium sulfate and blurring of pigment due to color leaks from the original site, can be encountered on rare occasions after 3 to 6 weeks of micropigmentation.

Moreover, the high cost associated with permanent makeup techniques in various settings may limit its demand among individuals seeking cost-effective solutions and not being able to bear the one-time expense for the sessions. Such a scenario is anticipated to hinder the market growth.

Market Opportunities

Emphasis of Organizations on Building Brand Awareness to Drive Market Growth

In recent years, the popularity of permanent makeup procedures in India has surged among both men and women. This high popularity is largely attributed to the numerous benefits it offers, including the convenience of achieving a desired look without the daily effort of applying traditional makeup, thus, saving time. In order to further promote the adoption of permanent makeup across both males and females, various organizations specializing in PMU procedures are actively raising awareness regarding its benefits, which is anticipated to drive market growth in the coming years.

Additionally, these organizations are leveraging digital marketing strategies to enhance their product reach in beauty salons and PMU clinics throughout the country. Moreover, the PMU artists are playing a crucial role in educating potential clients about these procedures.

• For instance, as of October 2024, ibrow mentions that Dr. Gunjan Shah, an Ahmedabad-based dermatologist and cosmetologist, has truly contributed a lot to creating awareness in India.

Furthermore, utilizing social media platforms and collaborating with influencers can effectively boost brand visibility and build consumer trust. Engaging content, customer testimonials, and targeted advertisements are attracting clients who seek convenient beauty solutions. In addition, various events are also being organized to highlight the benefits of permanent makeup and showcase brands offering related products.

• For instance, as per the post on Instagram, the Grand PMU India 2024 event was scheduled for October 29, 2024, in Chennai. Dr. Asha Queen, a renowned cosmetic expert with over ten years of experience, was India's brand ambassador for this event. This event served as a promotional piece for PMU procedures offered by Grand PMU India.

Such initiatives by PMU organizations and artists are projected to significantly enhance market growth in the coming years.

Market Challenges

Skill Gaps and Lack of Standardization Along with Need for Regulatory Compliance

The permanent makeup industry faces significant challenges that impact service quality and accessibility. Skill gaps arise from the lack of standardized training and certification for artists, leading to inconsistent service delivery and reduced consumer trust.

• For instance, while the Drugs and Cosmetics Act of 1940 governs cosmetics broadly, it does not specifically address the nuances of permanent makeup practices, which is the main reason behind the growing number of non-certified permanent makeup performers in the country.

Furthermore, the need for regulatory compliance for permanent makeup procedures has become increasingly important, particularly highlighted by the incidents of bacterial contamination in pigments, which underscore the need for stringent quality control measures to ensure safety and efficacy.

Moreover, the high costs associated with the procedures due to import duties on permanent makeup products make these procedures more expensive for a wider population in India. This combination of factors creates barriers to professional development within the industry and consumer access, ultimately affecting the growth of permanent makeup as a beauty treatment. Addressing these issues through improved training standards, regulatory oversight, and cost management is essential for India permanent makeup market growth in the near future.

INDIA PERMANENT MAKEUP MARKET TRENDS

Strategic Efforts by Major Players and PMU Experts to Engage Broader Audience

Currently, the Indian permanent makeup (PMU) market is undergoing significant transformation, driven by strategic initiatives from industry leaders to attract a wider audience. Popular techniques such as microblading and lip blushing are gaining traction due to their long-lasting results. This is appealing to individuals with busy lifestyles to opt for permanent makeup procedures. Moreover, the social media trend is playing a crucial role in shaping consumer perceptions, with influencers and celebrities showcasing their PMU looks and encouraging brands to collaborate with them for promotions.

Moreover, key players are expanding their product offerings in tier-2 and tier-3 cities to create new customer bases. Additionally, there is a growing emphasis on training programs to maintain quality and safety standards in the PMU industry, which is boosting the confidence of consumers.

• For instance, The BrowMasters conducted a comprehensive training program in Hyderabad in August 2023, covering essential techniques and certifications, which reflects the increasing need for skilled professionals in this burgeoning sector.

Other Prominent Trends:

Personalization and Inclusivity

Consumers are increasingly demanding beauty solutions that cater to a wide range of skin tones and individual preferences, fostering a more customized approach to beauty treatments. India’s diverse population primarily drives this trend toward personalization and inclusivity.

Technological Advancements

Recently, there has been an increased focus of key players on advancements in permanent makeup tools, pigments, and aesthetics that are enhancing the precision and safety of services, which is making them more appealing to customers.

Influence of Social Media and Digital Marketing

The influence of social platforms, such as Instagram, is helping prominent companies promote permanent makeup procedures and increase their penetration, especially among younger consumers.

K-Beauty and Active Ingredients Influence

Presently, products featuring active ingredients inspired by Korean beauty trends are becoming increasingly popular in India as they offer enduring skincare benefits that attract beauty-conscious consumers.

Sustainability and Ethical Choices

Currently, there is a preferential shift toward cruelty-free and vegan products among consumers for permanent makeup procedures, which is stimulating prominent companies to focus on introducing sustainable products.

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IMPACT OF COVID-19

In 2020, the COVID-19 pandemic led to a steady decline in the demand for permanent makeup, which negatively impacted the market. This was due to the lockdown restrictions, which disrupted the supply chain for permanent makeup products in the country. Moreover, this led to a decline in clients’ visits to beauty salons, aesthetic studios, cosmetic surgery centers, and dermatologists’ clinics, which declined the market growth.

• According to data released by PBI in March 2021, several salon owners in India were struggling with a decline in customer visits, which consequently led to a reduction in the number of microblading and micropigmentation procedures performed. This declined the market growth in 2020.

However, the market regained its momentum post-COVID-19 pandemic in 2021 due to the reopening of the closed permanent facilities.

SEGMENTATION ANALYSIS

By Product Type

Strategic Collaboration Among Key Players and PMU Artists to Fuel Growth of Pigments

Based on product type, the market is segmented into devices, pigments, and accessories.

The pigments segment accounted for the largest share of the market. The pigments segment is further classified into microblading and micropigmentation. The segment's dominance is attributed to ongoing research and development regarding the use of permanent makeup pigments to cater to clients with sensitive skin or allergies. Moreover, the key collaborations between the country’s permanent makeup artists and prominent companies are also expected to boost the penetration of pigments in India, thereby driving the segment growth in the coming years.

• For instance, in June 2019, Nouveau Contour collaborated with celebrity makeup artist Shagun Gupta to enter the Indian market. This collaboration brought a wide range of permanent makeup products, including pigments, to India.

The devices segment accounted for the second-largest India permanent makeup market share in 2023. The growth of the segment is attributable to increasing consciousness about appearance and ways to enhance their features among Indian individuals. This is encouraging companies to increase the distribution network of permanent makeup devices in India, thereby contributing to its penetration.

The accessories segment is projected to expand at the highest CAGR during the projection period. The growth is attributed to the increasing use of accessories with devices in several permanent makeup procedures in the country.

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By Technique

Emergence of Micropigmentation as Transformative Art Form for Lips and Eyebrows Lead to Its Segment Domination

Based on the type, the market is segmented into microblading and micropigmentation.

The micropigmentation segment dominated the market in 2023. The segment growth is mainly attributed to the increasing use of micropigmentation procedures to create permanent eyeliner or enhance the appearance of eyebrows among Indian individuals.

The microblading segment accounted for a substantial share in 2023. The segment’s growth is attributed to the emerging trend of natural-looking eyebrows in the country. This trend has gained traction in recent years and is expected to continue in the coming years.

• For instance, in October 2023, an article published by Truly Permanent Beauty mentioned that in recent years, the Indian beauty industry has seen a surge in the popularity of microblading for eyebrows.

By Body Parts

Rising Trend of Eyebrow Tattooing in India to Augment Segment Growth of Eyebrows

In terms of body parts, the market is classified into eyebrows, lips, eyelashes/eyeliners, and others.

The eyebrows segment accounted for the largest market share in 2023. This dominance was mainly attributed to the high demand for cosmetic eyebrow tattooing that maintains an individual’s appearance and eliminates the daily traditional application.

• For instance, in February 2024, according to India Today, Dr. Sonal shared the trend of increased popularity of eyebrow tattooing in India in recent years, with numerous individuals opting for this procedure.

The others segment is expected to grow at the highest CAGR in the forthcoming years due to the growing number of permanent makeup procedures such as scalp micropigmentation, scar camouflage, and more.

The lips segment is expected to grow significantly in the near future. The growth of this segment is attributed to the growing desire for lip enhancement through micropigmentation, especially among smokers in India. Moreover, the large number of permanent makeup clinics offering such techniques for lips is also expected to propel the segment growth.

The eyelashes/eyeliners segment is projected to expand at a moderate CAGR during the projection period owing to the rising adoption of permanent eyelashes and the growing emphasis on techniques, such as microshading, which is used for subtle eyeliners in India.

By End-user

Cosmetic/Beauty Salons Segment Dominated Market Due to Increasing Number of Such Facilities

Based on end-user, the market is divided into specialty clinics, spas & cosmetic surgery centers, cosmetic/beauty salons, and others.

Cosmetic/beauty salons dominated the Indian market in 2023 and are expected to grow substantially in the forecast period. This growth is primarily due to the increasing number of beauty salons, which is expected to surge the use of permanent makeup products.

• For instance, in December 2023, Hair Masters announced its plan to establish 100 luxury salons in India by the end of 2024, which may increase the penetration of permanent makeup products in these settings.

The spas & cosmetic surgery centers segment is projected to experience the highest CAGR during the forecast period, owing to the increasing popularity of cosmetic procedures influenced by social media, fashion, and film industries. This is creating significant opportunities for spas and cosmetic surgery centers to offer a range of permanent makeup procedures in India.

In 2023, the specialty clinics segment accounted for a moderate market share 2023. The increasing demand for permanent makeup procedures in medical applications, such as alopecia, vitiligo, and areolar tattooing, in the country is expected to increase the number of visits to these settings, thereby driving the segment growth.

The others segment, which includes dental clinics, aesthetic studios, homecare services, and training academies, is anticipated to experience significant growth during the study period. The increasing number of permanent makeup procedures conducted in these settings is expected to drive the adoption of PMU products in the country, thereby propelling the segment growth.

COMPETITIVE LANDSCAPE

Key Market Players

Key Market Players are Coming-Up Advanced Product Portfolio to Boost their Market Presence

The India permanent makeup market is highly fragmented with the presence of a large number of companies in the country. Perma Blend, Nouveau Contour, and GOOCHIE are some of the prominent players operating in the market. The dominance of these companies is attributed to an advanced portfolio of permanent makeup products. Moreover, these companies have a strong regional presence with several distribution partnerships for a broad category of permanent makeup products. Additionally, these companies are focused on implementing various growth strategies, such as collaborations and partnerships in the country, which is expected to contribute to their high market share.

Moreover, the other key companies, including Tina Davies, Microbeau International, Inc., BioTek, PhiAcademy GmbH, Bella Co., Ltd., Pinkiou, and Woorhi Mechatronics Co., Ltd., have been focusing on increasing their brand presence in metropolitan cities of the country. For instance, Pinkiou is sold in India through Ubuy, Flipkart, and other platforms. Additionally, the strategic initiatives by these companies, such as training workshops and events, are expected to drive the demand for permanent makeup procedures in the country, thereby driving their market share during the forecast period.

RESEARCH AND DEVELOPMENT

Ongoing research and development initiatives in the India permanent makeup market are focused on enhancing individual appearance by improving product quality and safety in products, such as pigments.

• For instance, as of November 2024, ibrow mentioned that their permanent makeup pigments are formulated for Indian skin after extensive research by an expert dermatologist that offers long-lasting benefits and safety.

The integration of novel technologies with PMU devices to support permanent makeup procedures is creating substantial opportunities for market growth by significantly enhancing their efficacy and functionality.

Moreover, there is an increased demand for cruelty-free products, which is propelling the key players to researchers to introduce eco-friendly pigments. Such research is essential to meet evolving safety standards, satisfy consumer expectations, and align with trends in clean beauty.

FUTURE OUTLOOK

The India market for permanent makeup is projected to grow at a Compound Annual Growth Rate (CAGR) of 10.4% between 2024 and 2032, driven by several emerging trends and innovations in techniques, such as nanobrows, that help enhance an individual’s appearance.

Moreover, there is a continued growth projected in the Indian market to be driven by increasing accessibility to the procedures in tier-two and tier-three cities and expanding digital presence.

LIST OF KEY MARKET PLAYERS PROFILED

• Nouveau Contour (Netherlands)
• Woorhi Mechatronics Co., Ltd. (South Korea)
• Microbeau International, Inc. (U.S.)
• Perma Blend (U.S.)
• Tina Davies (Canada)
• PhiAcademy GmbH (Austria)
• Pinkiou (U.S.)
• GOOCHIE (China)
• PMU line (Dermatech Group) (Denmark)
• Bella Co., Ltd. (Taiwan)

KEY INDUSTRY DEVELOPMENTS

• July 2024: Tvesate by Preeya launched the premier permanent makeup studio in Bangalore to offer precision microblading, ombré brows, combination brow treatments, and brow tint and laminate for stunning eyebrows.
• August 2023: BrowMasters announced training programs for microblading, microshading, combination brows, ombre powder brows, lip blush, nano machine strokes, and lip correction in Mumbai, New Delhi, Bangalore, and Hyderabad.
• December 2022: RSB Wellness, an aesthetic center in Mumbai, launched a semi-permanent makeup treatment to help people reduce their reliance on traditional makeup in the country.
• October 2020: Dr.Gunjan Shah launched Ibrow Academy, India’s first virtual learning platform for permanent makeup, to provide quality microblading and permanent makeup training in the country.
• June 2019: Nouveau Contour and Shagun Gupta, an India-based beauty influencer, entered into a collaboration agreement to launch their offerings for permanent makeup in India.

REPORT COVERAGE

The India permanent makeup market report provides an in-depth analysis of the permanent makeup industry in India. It focuses on market segments, such as product type, technique, body parts, and end-user. Besides, it offers the market forecast in relation to the current market dynamics, the latest market trends, and the impact of COVID-19. Additionally, it also provides the competitive landscape of the market, pricing analysis of permanent makeup products, key industry developments by prominent players, and others.

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Report Scope & Segmentation