The SANDA Review : June Intelligence Brief
In our June Intelligence Brief, SANDA Leadership unpacks the critical shifts shaping global beauty and retail. This month, we explore why ingredient transparency outpaces 'premium' storytelling in the Indian market, how e-commerce sensory gaps are driving product returns, and the rising convergence of wellness and beauty seen at Beautyworld Tokyo. Read our latest strategic observations to architect a resilient, launch-to-omnichannel strategy.
06.06.2026 | “Premium Needs Proof in India” - Why storytelling alone doesn’t justify the price.
The label “Premium” means little to an Indian consumer. Proof & Trust mean a lot more.
It is a misconception that the Indian consumer is unwilling to pay premium prices for premium products. Brands that succeed in building trust in the Indian market are the ones that truly succeed in terms of margins, sales, and profits in the long term, despite “Premium” positioning.
For an Indian consumer, storytelling only goes so far. Building trust goes further. In India, Premium Beauty is very closely tied to perceptions of efficacy and safety. Ingredient transparency is a critical trust factor.
Especially with brands selling in the India market, without physical shelf space, ingredient transparency, and scientific backing should dictate the narrative and drive the value proposition.
Indian buyers prioritize validation and social proof above all else. Their trust is built on safety proof, authentic results, fair pricing, and strong review volume. This need for reassurance dictates their typical buying journey spanning multiple digital touchpoints: Meta (Discovery) → YouTube/Google (Research) → Brand Website (Evaluation) → Amazon (Final Trust Check & Purchase).
Industry data indicates that India's beauty and personal care market is currently worth USD 28–31 billion (2024–25). Driven by rapid expansion, it is widely expected to scale to USD 48–49 billion by the mid-2030s.
Brands that are successfully able to build trust with the Indian consumer and move beyond empty storytelling, are well-positioned to unlock the market's true potential for them.
06.11.2026 | Beauty E-Commerce is Failing Senses
ADs buy eyeballs. Sampling buys trust.
Returns don’t always mean the product failed. Often, it might mean the consumer didn’t know how to use it.
Beauty is sensory. In every way.
Ideally, a consumer is supposed to smell the product, feel the texture, and experience it in their hands. Traditional retail allowed for this. But E-commerce strips out all of that and hands the consumer images on a screen and wordy descriptors.
So when a product arrives, and it is not what the consumer expected, because consumer expectations were not set correctly. The product is naturally returned. Not because the product is bad, but because the consumer was not educated correctly. Filling the sensory gap required robust consumer education and communication from a brand trying to make it in beauty on e-commerce.
In India, especially, where a large chunk of beauty buyers are trying international formulations for the first time, this gap is wider than most brands account for.
Education isn't just content. It is margin protection.
Every return is not just a refund, but a refund plus reverse logistics and potentially a lost customer.
06.19.2026 | SANDA TREND-SPOTTING from TOKYO
Noriko Dhillon, our Business Head and Japan partner, was at Beautyworld Tokyo this month.
Here are five trends that stood out:
✓ The Rise of Inner Beauty
Inner care, gut health, beauty supplements, collagen drinks, and beauty-focused nutrition continue to gain momentum as consumers seek beauty from within.
✓ Femcare Goes Mainstream
Femcare is no longer a niche category. Intimate care, menopause support, hormone wellness, and women’s health solutions were increasingly visible throughout the show.
✓ Sleep & Recovery as Beauty Drivers
The connection between beauty, sleep, and recovery is becoming stronger. Products focused on relaxation, recovery, and wellbeing are now an important part of the beauty conversation.
✓ At Home Beauty Devices aren’t slowing down
EMS devices, LED beauty tools, and other at-home solutions reflect consumers’ desire for convenient and consistent beauty routines.
✓ The Convergence of Beauty & Wellness
Today’s consumers are looking beyond appearance. They are seeking solutions that support better sleep, stress management, gut health, hormonal balance, and overall well-being.
The key takeaway from Beautyworld Tokyo 2026 was the expanding definition of Beauty. While skincare and makeup remain at the heart of the beauty industry, the definition of beauty itself continues to expand. Interesting to note for brands in the beauty business.
06.26.2026 | Retail Spotlight
LVMH's Q1 revenue of €19.1 billion (£16.6 billion) from earlier this spring shows Sephora outperforming the rest of the conglomerate's portfolio.
Key Q1 2026 Highlights:
Global Resilience: Global growth is not slowing down despite the economic disruptions. Sephora gained organic revenue growth and market share across all regions allowing them to maintain its market share leadership.
Retail Expansion Win: UK retail growth expansion has proven to be extremely successful. Expanding global retail footprint shows Sephora's resilience in times of international economic instability.
Balancing Portfolio: Sephora outpaced the LVMH conglomerate's portfolio, helping stabilize the decline in Fashion and Leather goods and flat sales in Perfumes.
Regional Momentum: Regionally, the Middle East faced disruptions, which is to be expected. The US, Europe, Japan, and Asia (excluding Japan) continued to build upon the momentum of 2025.
As Beauty Industry Experts we translate these industry movements into winning Go-To-Market strategies. Whether you are an emerging brand seeking Beauty Brand Consulting or Global Market Entry Strategy, or a retailer/platform looking for an E-Commerce Growth Partner to optimize your global footprint, let us guide your next move.
