Lifestyle
MARS Cosmetics chief says makeup rules have faded
Hindustan Times··2 Oct
MARS Cosmetics director Rishabh Sethia said Indian shoppers no longer treat makeup as a fixed set of rules. In a Hindustan Times interview, he said younger buyers want meaningful value, not only low prices. Trends may draw attention, he said, but reviews, swatches, ingredients and skin suitability still decide purchases. He described the brand approach as Makeup For Everyone.
Prism
What It Means For You
- Price alone is a weaker signal; product reviews and ingredient fit now shape what reaches the cart.
- Skin-like bases, bold shades and easy formats are the choice set Sethia says shoppers compare.
- Affordability, in his account, no longer excuses weak formulation or poor everyday performance.
What's Happening
- Sethia argued beauty brands need new ways to speak to curious, experimental Indian consumers.
- He said a trend can start interest, but application and routine fit close the sale.
- The remarks appear in an HT Shop Now interview on shifting youth beauty demand.
Who Is Speaking
- Rishabh Sethia is identified as director of MARS Cosmetics in the interview.
- The feature sits in Hindustan Times lifestyle coverage of beauty retail behaviour.
- It presents brand philosophy rather than a new product launch or price change.
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