India’s beauty bill is swelling — and it has nothing to do with taxes. From Botox shots to HydraFacials, Indians are spending big money chasing youth and radiance. Once whispered about, cosmetic fixes are now flaunted on Instagram reels, fueling a boom that saw 1.29 million aesthetic treatments in 2024 alone. With Botox and injectables leading the charge, India’s “big, beautiful bill” is fast becoming one of its most eye-catching expenses.
No once meant no
Not too long ago, the answer was always a firm “no.” No, I don’t get anything done. No, this glow is all natural. No, I don’t need treatments. Even when the signs were there, the secret stayed locked away. The denials were about getting cosmetic therapies. But things have changed now.
Today, that “no” has turned into an easy “yes”, sometimes with a story on Instagram, a reel showing the process, or a recommendation on where to get it done. Botox treatments in India are slowly becoming as common as grandma’s Besan mask, and anti-ageing fixes are selling for a dime.
Now, it’s tempting to pin the beauty boom on social media like everything else these days. But experts tell The Economic Times that the story runs deeper than just Instagram envy.
They point to rising disposable incomes, which have made self-care a priority. For many in the younger generation, spending on beauty treatments is no longer seen as taboo but as an “investment.” They are comfortable, curious, and willing to explore, says Kalpesh Gawade, Founder & Director, Skinnovation, an aesthetic-tech company that projects the beauty and personal care industry in India will reach $34 billion by 2028.
The world’s most populous nation ranked among the top 10 countries using aesthetic and cosmetic procedures overall in 2024, as per the US-based International Society of Aesthetic Plastic Surgery (ISAPS). Indians opted for 1.29 million beauty and cosmetic treatments the same year, the ISAPS report revealed.
Non-surgical procedures such as “injectables and facial rejuvenation” alone touched 610,000 in India, the data showed, a 7% increase over the previous year. It said the total number cited, 1.29 million, was a record for India, without giving further details.
Indians’ favourite procedures
Indian consumers are splurging more to stay on top of TikTok and Instagram trends. But which treatments top the lists, and what really happens when you step into a South Delhi or South Bombay clinic?
Beauty and wellness experts told ET online that HydraFacials, laser hair reduction, and acne-focused treatments are consistently in the highest demand. Clinics are also reporting growing interest in chemical peels and Botox treatments. Global numbers also back Indians’ pursuit of perfection. In scar revision, India was ranked second after the US, according to the ISAPS report. For rhinoplasty, India was ranked second after Brazil. In liposuction, India was at five and at nine for eyelid surgery.
At her clinic, Dr. Karishma Balani has seen it all, from influencers to first-timers nervously flipping through treatment charts. A dermatologist and trichologist with over a decade of experience, Balani has also treated influencer Apoorva Mukhija, better known online as The Rebel Kid. And what’s everyone asking for? “Active acne, acne scarring, hyperpigmentation, open pores, dull skin, uneven skin tone,” she says.
The wish list doesn’t end there. Dry, tired skin, fine lines, wrinkles, and the first signs of sagging are also top concerns. “Skin rejuvenation and non-invasive skin tightening treatments are extremely popular,” she adds, signalling that youthfulness has now become just another appointment on the calendar.
Balani sees and treats an average of 60 to 80 patients a month in her clinic for cosmetic dermatology consultation and procedures.
Among the newer techniques catching on with Indians is microneedling Botox — a technique that combines traditional microneedling with diluted doses of botulinum toxin to target fine lines, improve texture, and deliver a more refined skin appearance without the frozen look.
Dr. Rikta Mohan at Myrah Dermamed, has also noticed a clear shift. The demand is no longer for dramatic makeovers but for quick, subtle fixes. “There’s a strong preference for minimally invasive, result-driven procedures with little to no downtime. Patients today want enhancements that feel like an extension of themselves—not an overhaul,” she said.
The fine line
Microneedling may be trending as of today, but not every needle guarantees a glow. Some come with grave risks. The danger was thrown into sharp focus after the death of actress and model Shefali Jariwala following anti-ageing injections, as per reports.
In another case, a 37-year-old engineer from Kanpur died after undergoing a hair transplant at a private clinic earlier this year. What began as swelling in his face quickly spiralled into fatal complications. When his wife tried calling the doctor, the phone was switched off.
India's aesthetic dermatology space is booming, but regulation hasn’t quite kept up, warned Dr Mohan. Procedures like lasers, injectables, and energy-based devices are sometimes performed by individuals with no formal medical training, and that’s not just unethical, it’s “dangerous”, she added.
Burns and pigmentation changes are a constant risk, especially on melanin-rich Indian skin when lasers or peels are mishandled. Allergic reactions to injectables add another layer of concern, as per Deepak Gupta, co-founder of Style Lounge, a beauty-tech platform. “In more severe cases, incorrectly placed fillers can cause vascular occlusion, blocking blood flow and, in rare instances, leading to tissue damage or even blindness.”
Experts argue that India urgently needs clear protocols and tighter oversight from medical councils or regulatory bodies. A formal certification system, they say, would help define who is qualified to perform specific procedures, while ensuring that clinic safety standards and ethical patient care are upheld.
No once meant no
Not too long ago, the answer was always a firm “no.” No, I don’t get anything done. No, this glow is all natural. No, I don’t need treatments. Even when the signs were there, the secret stayed locked away. The denials were about getting cosmetic therapies. But things have changed now.
Today, that “no” has turned into an easy “yes”, sometimes with a story on Instagram, a reel showing the process, or a recommendation on where to get it done. Botox treatments in India are slowly becoming as common as grandma’s Besan mask, and anti-ageing fixes are selling for a dime.
Now, it’s tempting to pin the beauty boom on social media like everything else these days. But experts tell The Economic Times that the story runs deeper than just Instagram envy.
They point to rising disposable incomes, which have made self-care a priority. For many in the younger generation, spending on beauty treatments is no longer seen as taboo but as an “investment.” They are comfortable, curious, and willing to explore, says Kalpesh Gawade, Founder & Director, Skinnovation, an aesthetic-tech company that projects the beauty and personal care industry in India will reach $34 billion by 2028.
The world’s most populous nation ranked among the top 10 countries using aesthetic and cosmetic procedures overall in 2024, as per the US-based International Society of Aesthetic Plastic Surgery (ISAPS). Indians opted for 1.29 million beauty and cosmetic treatments the same year, the ISAPS report revealed.
Non-surgical procedures such as “injectables and facial rejuvenation” alone touched 610,000 in India, the data showed, a 7% increase over the previous year. It said the total number cited, 1.29 million, was a record for India, without giving further details.
Indians’ favourite procedures
Indian consumers are splurging more to stay on top of TikTok and Instagram trends. But which treatments top the lists, and what really happens when you step into a South Delhi or South Bombay clinic?
Beauty and wellness experts told ET online that HydraFacials, laser hair reduction, and acne-focused treatments are consistently in the highest demand. Clinics are also reporting growing interest in chemical peels and Botox treatments. Global numbers also back Indians’ pursuit of perfection. In scar revision, India was ranked second after the US, according to the ISAPS report. For rhinoplasty, India was ranked second after Brazil. In liposuction, India was at five and at nine for eyelid surgery.
At her clinic, Dr. Karishma Balani has seen it all, from influencers to first-timers nervously flipping through treatment charts. A dermatologist and trichologist with over a decade of experience, Balani has also treated influencer Apoorva Mukhija, better known online as The Rebel Kid. And what’s everyone asking for? “Active acne, acne scarring, hyperpigmentation, open pores, dull skin, uneven skin tone,” she says.
The wish list doesn’t end there. Dry, tired skin, fine lines, wrinkles, and the first signs of sagging are also top concerns. “Skin rejuvenation and non-invasive skin tightening treatments are extremely popular,” she adds, signalling that youthfulness has now become just another appointment on the calendar.
Balani sees and treats an average of 60 to 80 patients a month in her clinic for cosmetic dermatology consultation and procedures.
Among the newer techniques catching on with Indians is microneedling Botox — a technique that combines traditional microneedling with diluted doses of botulinum toxin to target fine lines, improve texture, and deliver a more refined skin appearance without the frozen look.
Dr. Rikta Mohan at Myrah Dermamed, has also noticed a clear shift. The demand is no longer for dramatic makeovers but for quick, subtle fixes. “There’s a strong preference for minimally invasive, result-driven procedures with little to no downtime. Patients today want enhancements that feel like an extension of themselves—not an overhaul,” she said.
The fine line
Microneedling may be trending as of today, but not every needle guarantees a glow. Some come with grave risks. The danger was thrown into sharp focus after the death of actress and model Shefali Jariwala following anti-ageing injections, as per reports.
In another case, a 37-year-old engineer from Kanpur died after undergoing a hair transplant at a private clinic earlier this year. What began as swelling in his face quickly spiralled into fatal complications. When his wife tried calling the doctor, the phone was switched off.
India's aesthetic dermatology space is booming, but regulation hasn’t quite kept up, warned Dr Mohan. Procedures like lasers, injectables, and energy-based devices are sometimes performed by individuals with no formal medical training, and that’s not just unethical, it’s “dangerous”, she added.
Burns and pigmentation changes are a constant risk, especially on melanin-rich Indian skin when lasers or peels are mishandled. Allergic reactions to injectables add another layer of concern, as per Deepak Gupta, co-founder of Style Lounge, a beauty-tech platform. “In more severe cases, incorrectly placed fillers can cause vascular occlusion, blocking blood flow and, in rare instances, leading to tissue damage or even blindness.”
Experts argue that India urgently needs clear protocols and tighter oversight from medical councils or regulatory bodies. A formal certification system, they say, would help define who is qualified to perform specific procedures, while ensuring that clinic safety standards and ethical patient care are upheld.
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