India, Oct. 2 -- The Indian beauty consumer is becoming more curious, experimental and conscious about where they spend their money. From skin-like base products and versatile textures to bold shades and easy-to-use formats, makeup today is as much about personal choice as it is about trends. For younger consumers in particular, affordability does not necessarily mean compromising on formulation, performance or experience.

Rishabh Sethia, Director, MARS Cosmetics, believes this shift has changed the way beauty brands need to approach their consumers. According to him, today's shoppers are not simply looking for inexpensive products; they want meaningful choices that offer good value for money. A trend may attract them to a product, but r...