Since the start of the pandemic, the beauty and personal care segments have attracted substantial capital from early investors. These segments, which are among the most fragmented in terms of choice of brands and availability, are undergoing major changes with the arrival of new age, digital first players.

In a crowded rapidly changing consumer goods (FMCG) market like India, where per capita spending on grooming is one of the lowest in the world, securing a significant share of the wallet is a Herculean task. For a country of over 1.3 billion people, India’s beauty and personal care market has remained relatively small. For most Indians, beauty and grooming had long been limited to talcum powder and customary kajal. Corn

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