It’s true—India’s young people aren’t as passionate about Bollywood as they used to be. They’re looking for inspiration from a new set of stars: India’s top beauty YouTubers.
And it’s a trend that’s only set to grow. There are currently over 225 million Indians watching YouTube regularly, and a sizable percentage of them view beauty-related content.
Makeup influencers are quite popular on Indian social media channels. One of the top vloggers has not one but two channels on the list of Indian beauty YouTubers with the highest number of subscribers.
Taking up both the No. 1 and No. 2 spot, Shruti Arjun Anand, who posts content five days a week on fashion, skincare, makeup, lifestyle, fitness, hairstyles, hair care, and beauty products, has over 7 million subscribers on her Anaysa channel and nearly 5 million on her self-titled channel.
Coming in third is That GlamGirl, with nearly 3 million subscribers. She publishes content on DIY skincare, nails, hair, and makeup, and also posts vlogs sharing her day-to-day life. Rounding out the list are Indiangirlchannel Trisha (2.4 million subscribers) and JSuper Kaur (1.6 million). Of course, these are just a handful of the top YouTubers in this category, and the numbers continue to rise.
But why are Indian beauty vloggers so popular? Call it an age-old desire: to look good without sacrificing budget, time, or health.
It’s possible that India could soon become one of the world’s biggest markets for beauty. The cosmetics sector alone is expected to exceed $20 billion by 2025. This is partly due to India’s improved economy over the past few years, which makes it easier for many women to indulge themselves with makeup.
Crucially, YouTube has created a community of beauty influencers that viewers know and trust. This has sparked a rise in brand discovery and sales for the beauty industry.
“Eighty percent of our customers are millennials,” says Hitesh Malhotra, chief marketing officer at the online beauty retailer Nykaa. com. “They’re exploring social media; they’re aware of global trends, how a product has been reviewed . . . they are very well informed.”
Social media is the stage, and smartphones are the front-row seats. As long as Indians have a love for beauty, they’ll share the best tips, hacks, and products for self-improvement. And in the process, influencers will continue to grow their brands (and bank accounts).