Beyond paraben-free: The real story of clean beauty in India

India Today

5 days ago

Clean beauty has officially entered its next chapter. What once began as a niche movement, focused mainly on eliminating certain "harmful" ingredients, has now transformed into a larger, more meaningful conversation about safety, transparency, and intentional formulation. In 2025, clean beauty is no longer about fear-mongering or trendy labels — it's about what's thoughtfully included, how it's sourced, and whether a product truly delivers on its promise.advertisementIndian consumers, like their global counterparts, are becoming increasingly conscious of what they put on their skin. From questioning ingredient lists to demanding cruelty-free, vegan, and ethically produced options, they are reshaping what it means to be a 'clean' brand. And with this demand, the industry itself is undergoing a quiet revolution — one led by brands that prioritise both performance and principles.India Today explores how this evolution is taking shape in India, and what it takes to meet global standards while staying relevant in a rapidly changing market. To understand this shift, we spoke to Harlin Sachdeva, Founder and CEO of House Of Makeup, one of the few Indian beauty brands to align with the rigorous European Cosmetic Directive — setting a new benchmark for ingredient safety and product integrity in India.
The European Cosmetic Directive, a gold standard in product safety, bans over 1,380 potentially harmful ingredients. While this has long shaped regulatory standards in Europe, India has only recently begun its regulatory evolution. House of Makeup stands out as the first Indian brand to align with this directive since its inception in 2019, even before 'clean' gained traction in mainstream Indian beauty circles.'CLEAN' THAT'S ROOTED IN PURPOSE, NOT TRENDS'Clean beauty isn't a trend for us, it's been our foundation from the start,' says Sachdeva. 'We've always believed that high-performance makeup shouldn't come at the cost of harmful ingredients.'This philosophy reflects a growing shift: brands anticipating consumer consciousness, not reacting to it. In today's landscape, buzzwords aren't enough. Authenticity and consistency matter from formulation to brand ethos.VEGAN, CRUELTY-FREE — BUT IS IT VERIFIED?Claims about 'vegan' and 'cruelty-free' have become increasingly visible in India's beauty market. Yet, these remain loosely defined under Indian cosmetic regulations. While some brands make these claims without standardisation, House Of Makeup has gone a step further, combining vegan, cruelty-free status with compliance to EU-level ingredient safety.The result? A higher benchmark for clean beauty in India, one that's not just toxin-free but also ethically driven.THE RISE OF FUNCTIONAL, MULTITASKING BEAUTYadvertisementAnother key evolution is the shift from clean beauty to functional beauty. Consumers no longer view skincare-makeup hybrids as luxury standard expectations. Think: foundations with SPF, lipsticks that hydrate, or primers that support sensitive skin.'Today's consumer wants more from fewer products,' says Sachdeva. 'Our line reflects this with multitasking heroes like cheek-and-lip tints and moisturising skin tints with SPF.'This intersection of performance and skin health is becoming central to the clean beauty narrative — not just about looking good, but feeling good, too.PURPOSEFUL BEAUTY IS THE FUTUREIndia's beauty buyers are asking more questions. What's in the product? Where is it sourced from? Is it safe long-term? Clean beauty is no longer rooted in fear-based marketing, but in evidence-based formulation. The brands that stand out now are those that walk the talk prioritising safety, transparency, ethics, and performance.Because in 2025, just being paraben-free isn't the story anymore — it's merely the start.- Ends