Bengaluru, Nov. 20 -- Beauty and personal care brands are relying on prestige products with globally sourced ingredients, innovative packaging, and premium positioning to stand out. The shift reflects a broader premiumisation wave as consumers increasingly trade up within skincare and personal care, experts said.

Once defined by broad-based and mass-market products, the beauty and personal care space is now seeing a number of direct-to-consumer players launching high-end lines. The shift signals not just a bid for higher margins, but an urgent need for sharper differentiation in a market crowded with lookalikes and aggressive discounting.

Earlier this month, Mamaearth parent Honasa Consumer Ltd, launched a new venture, Lumineve, a night...