Putting The Next Generation Of Beauty On The Map

Having a good idea is one thing; turning it into a viable business in a competitive beauty market is another. Beyond developing a product, founders must invest in research, understand consumers, build supply chains, navigate distribution and find people who believe in their vision.

That is where BEAUTY&YOU India plays an important role. Launched by The Estée Lauder Companies in partnership with Nykaa and Startup India, the programme has spent five years supporting India’s emerging beauty entrepreneurs through funding, mentorship, industry expertise and strategic opportunities.

But its value goes beyond financial backing. It gives founders access to people who understand what it takes to build and grow a beauty business. We spoke to members of this year’s jury about why that support matters and what aspiring entrepreneurs need to take their ideas further.

More Than an Idea

A good beauty idea can get people talking, but turning it into a brand that people actually want to buy, use and return to takes something more. Founders need to understand their consumers, create products that deliver and give people a reason to choose them in an increasingly crowded market.

For Katrina Kaif, Global Icon, Acclaimed Actor and Beauty Entrepreneur, it starts with understanding what consumers really want. Having built Kay Beauty, she believes founders need to look beyond what is already available and identify where they can make a meaningful difference.

“I would always begin with the consumer. I think you must really listen and understand what people are looking for, what they feel is missing and what you can genuinely bring to their lives,” she says. “You can have a wonderful idea and beautiful packaging, but ultimately people come back to something because it works for them.”

It is a reminder that a compelling brand story needs a strong product behind it. And as beauty consumers become more informed and discerning, they are also looking for brands that understand their needs and stand for something they believe in. For Katrina, the next generation will expect more than performance and innovation; they will want honesty and a genuine connection with the brands they choose.

There is also an opportunity for Indian founders to think beyond the domestic market. Katrina believes India has the ingredients, knowledge and creativity to build beauty brands with international appeal.

“You don’t have to lose what makes you distinctly Indian in order to have global relevance. In fact, I think that authenticity can be your greatest strength,” she says.

For Masaba Gupta, Designer, Entrepreneur and Actor, that sense of identity is equally important. A brand needs to have a point of view and stand for something beyond the product itself, particularly in a market where consumers have more choices than ever.

“If people only see you as a product, you’re disposable. If they see themselves in you, you’re not,” she says.

For young founders, these perspectives offer a useful starting point: know who you are building for, understand what makes your brand different and, above all, give people a reason to believe in what you are creating. Sometimes, the right questions can be just as valuable as the funding needed to get started.

The Work Behind the Big Idea

There is also a less glamorous side to building a beauty business, one that rarely makes it into the brand story. Developing a formulation, finding the right manufacturing partner, getting packaging right and figuring out how to scale are all part of the process.

Jaffrey Zaman, CEO & Managing Director, Intercos India, believes India has the ingredients for a much bigger innovation story, but founders need an ecosystem where start-ups can work alongside research laboratories, manufacturers, ingredient suppliers and investors.

Gianandrea Ferrari, Chief Commercial Officer, Intercos Group, points to a similar challenge from a business perspective. Having a good product is only one part of the equation. Research capabilities, manufacturing standards, packaging and the ability to build a brand with international markets in mind all matter when it comes to growing beyond India.

This is where industry access can change the experience for a founder. Being able to learn from people who have seen the business from different sides can help turn an ambitious idea into a more realistic growth plan.

Drawing on Heritage, Creating What’s Next

One thing that comes up repeatedly in conversations about Indian beauty is the opportunity to do things differently. The country has a wealth of traditional ingredients, rituals and beauty knowledge, but the challenge is finding new ways to bring these into products that today’s consumers will want to use.

Ankita Pandey, Director, Ministry of Micro, Small and Medium Enterprises, believes Indian entrepreneurs have a real opportunity to build on this heritage without losing sight of where it comes from. She also highlights the importance of protecting traditional knowledge and ensuring its origins are recognised.

Her advice to founders is straightforward: “Be authentic, be true to your roots and, most importantly, be true to your own truth in life.”

It is a useful thought to take back to the five winners of BEAUTY&YOU India 2026, whose ideas range from sweat and odour control and science-led skincare to fragrance innovation, design and community-led entrepreneurship.

Five years into the programme, perhaps its biggest contribution is giving founders something that can be difficult to find when starting out: a chance to be heard, access to people who can challenge their thinking, and the confidence to take their ideas further. After all, a good idea may get a business started, but the right support can help it go places.