For years, the Indian beauty consumer had to compromise either mixing shades manually or settling for tones too pink, too ashy, or too light. The market, dominated by a limited shade range, did not reflect the full reality of Indian skin diversity. But that’s changing.

Inclusive beauty is no longer just a marketing phrase. Brands are being held accountable for the depth and diversity of their formulas, especially in a country like India, where skin tones range from ivory and wheatish to deep brown. Google Trends shows a steady 60% year-on-year increase in search interest for “foundation for Indian skin tones” and “inclusive shade range” across metro cities. Mintel’s 2025 report also indicates that over 70% of Indian consumers expect brands to reflect their unique skin tone in product offerings. The industry is shifting. And it’s not just a response to consumer demand, it's being powered by data and personalization.

The Rise of Skin Tone Customization in India

India's beauty segment is seeing a measurable shift toward customization. This isn’t just about adding five more shades of foundation. It’s about rethinking product development to suit undertones, climate behavior, and melanin response.

Some of the most innovative approaches we’re seeing include:

How Admigos Tracks the Inclusivity Gap

Admigos works with beauty brands to audit inclusivity not just in shade counts but in consumer experience and sentiment. Our dashboards capture three primary metrics:

1. Shade Gaps by Region: Using ecommerce reviews and geotagged sentiment, Admigos identifies underserved tone groups across North, South, East, and West India.
2. Custom Match Queries: Tracking the rise in search terms like “custom match foundation” or “my shade not available” helps brands identify where off-the-shelf isn’t enough.
3. Engagement Delta in Inclusive Campaigns: Posts featuring inclusive visuals or custom-tone products see engagement which is a signal we measure across Instagram and YouTube campaigns.

Brands using Admigos insights have successfully repositioned launches to be more inclusive, resulting in stronger loyalty and lower return rates. Mintel reveals how personalisation trends are reshaping the beauty and personal care industry, driving product innovation and deeper consumer connections.

Ingredient Sourcing That Matches Skin Needs

Beyond just pigment, inclusive beauty means adjusting ingredient stories. Different skin tones often face different concerns: deeper tones may be more prone to hyperpigmentation, while lighter ones may struggle with redness or sensitivity.

Brands leading in this space are:

Admigos inclusivity data from Q2 2025 shows an uptick in user preference for products mentioning “melanin-safe” or “no white cast”, especially among Gen Z and millennial buyers in Tier 1 and Tier 2 cities. Allies Cosmetics highlights how their shade range is intentionally designed to cater to every skin tone, championing inclusivity in beauty formulation.

Real-Time Feedback and Product Iteration

One of the biggest gaps in past inclusive launches was feedback incorporation. Formulas would stay static even when users repeatedly mentioned poor matching or poor performance on Indian skin. Now, platforms like Admigos let brands monitor ingredient and tone feedback at scale. We enable real-time alerting on:

This loop of live analytics has helped brands like Disguise Cosmetics refine their shade card twice within a single launch cycle, cutting mismatched reviews quarter-over-quarter.

Avoiding Inclusivity Wash

While some brands are taking real action, others still rely on surface-level representation without truly adjusting their formulas. This phenomenon inclusivity wash is being called out faster than ever.

What consumers now expect:

Brands that get this right don’t just build trust, they convert better. Admigos found that campaigns with real-tone before-and-after visuals drive higher add-to-cart rates compared to generic product swatches.

What Brands Can Do Next

For beauty brands in India serious about skin tone inclusivity, here’s what works:

Conclusion: Inclusivity Is a Formula, Not Just a Face

The age of universal beige is over. Indian consumers are asking for more: more tones, more thought, more proof. Brands that listen, respond, and formulate for India’s real diversity will win not just awareness but conversion.

Admigos is proud to partner with beauty brands committed to inclusive innovation. Through our sentiment tracking, ingredient analysis, and product performance benchmarking, we help make sure every launch feels personal, not performative.