Consumer behaviours in the beauty and wellness space have evolved significantly in recent times, driven by an increasing emphasis on ingredient transparency and personalised solutions. Today, consumers are more informed and discerning—they seek products that are not just effective but also backed by science and nature.
Himalaya Wellness was founded in 1930 with the aim of bringing herbal remedies to consumers in modern formats. In 1934 they launched Serpina, the world’s first natural antihypertensive drug. Their next big innovation, Liv.52, became one of the most trusted herbal formulations worldwide. By 1999, they ventured into personal care with the launch of their Purifying Neem Face Wash—the reigning leading face wash in the country and by 2004, broadened their portfolio with their Gentle Baby Care range.
With each new generation, new product formats and formulations come to the forefront. And the brand cashes in on trust. “Today’s customer prioritises transparency in the ingredients list and their sourcing,” says Ragini Hariharan, Marketing Director for Beauty and Personal Care. “It helps a brand reinforce credibility.”
Appealing To A Lifestyle
In recent years, a preference for holistic self-care, where beauty and personal care go hand-in-hand with overall well-being, has been observed. This is where Himalaya Wellness has expanded their focus to lifestyle-driven wellness products like the PartySmart Gummies, endorsed by Aditya Roy Kapur. The gummies claim to speed up alcohol processing and reduce hangover symptoms—a first in the category to offer a gummies format.
Formulations—often featuring ingredients like Turmeric, Neem and Aloe Vera—have adapted to reflect the modern consumer’s preference for clean, science-backed beauty. In 2024, the brand launched face serums with Turmeric, Vitamin C and Rose, signalling a move towards premium skincare.
The Digital Boom
Digital has played a pivotal role in the transformation of strategies. Consumers rely heavily on social media, influencers and peer recommendations before making purchase decisions. “We’re continuously adapting to these shifts by ensuring that every touch point—whether product, packaging or communication—resonates with the evolving needs of our audience.”
Hariharan tells us that a noticeable shift has been observed with the rise of regional and hyper-localised engagement. Consumers, especially in tier-2 and rural markets, resonate with brands that communicate in their local languages and reflect their cultural preferences. This has made vernacular content and community-driven outreach integral to brand strategies.
As for building trust in the digital age, Hariharan states that data security and personalised engagement have emerged as top priorities. “Influencer marketing, too, is a powerful trust-building tool, particularly when focused on micro and niche influencers who create authentic, relatable connections with their audiences.”
New Channels For Distribution
Across both traditional retail and e-commerce, consumer demand has evolved. Each channel serves distinct needs. “While brick-and-mortar stores remain strong, particularly in tier-2 and rural markets, due to trust and accessibility; e-commerce is rapidly growing, driven by convenience and product variety.”
Metro cities continue to be a key driver of demand for Himalaya due to the high concentration of beauty-conscious consumers. However, the rising aspiration and purchasing power in tier-2, tier-3 and rural markets have fuelled substantial growth.
In urban centers, there is a noticeable shift towards premiumisation, where consumers are willing to invest in high-quality, result-oriented skincare and hair care solutions. Beyond metros, the growing penetration of digital platforms and increasing awareness about personal care have led to higher adoption of skincare and wellness products in tier-2 and rural markets. Here, affordability and trust play a crucial role.
Driven By Purpose
The 2010s marked an era of rapid international growth, with the company setting up operations across Asia, the Middle East, the US and Europe. 2024 was a year that helped reinforce Himalaya’s leadership through a shift toward premium skincare. As the future unfolds, Himalaya Wellness stands as a model for how legacy brands can evolve with empathy, purpose, and innovation.
When asked what the most rewarding part of her journey has been, Hariharan responded, “Seeing our formulations become an integral part of people’s daily routines—whether in metro cities or rural communities—is incredibly rewarding.” The brand has a commitment to making wellness products accessible and effective for all. Looking ahead, they will additionally focus on sustainability, AI-driven personalisation and science-backed wellness solutions.
