From Discounts to Discovery: How India’s Beauty Labels Are Reimagining Black Friday

Once considered an American retail tradition, Black Friday has now evolved into a global shopping event — and India’s beauty industry is fast reshaping its narrative. From The Body Shop to RENÉE Cosmetics, Nykaa, and Tint Cosmetics, brands are using the occasion not just to offer discounts but to deepen engagement, build trust, and strengthen their digital-first identities.

Unlike the West, where the event is purely about deals, Indian beauty brands are using Black Friday as a strategic brand storytelling moment. They’re combining value, emotion, and innovation — rewriting the rules of how beauty is marketed in India.

Black Friday Comes to India’s Beauty Aisle

Introduced by Amazon India and Flipkart around 2016, Black Friday initially faced skepticism in India. After all, Indian consumers were already used to massive Diwali and festive-season sales. However, over the years, this year-end shopping window has carved a unique niche.

In 2024 and 2025, the event gained tremendous traction — with beauty and personal care segments reporting a 2X jump in Gross Merchandise Value (GMV) compared to the previous weekends. For brands, this surge represents both an opportunity and a test: how to stand out in a crowded sale season.

Why Black Friday Matters to Indian Beauty Brands

For Indian beauty labels, Black Friday is no longer just another sale. It has become a moment of discovery and re-engagement. Brands use it to attract new consumers, clear festive inventory, and boost year-end revenue — all while reinforcing their unique brand philosophies.

According to Harmeet Singh, Chief Brand Officer, The Body Shop Asia South, the campaign isn’t just about discounts. “Our objective is to maximise value for consumers while reinforcing our commitment to conscious beauty,” she notes. The Body Shop’s approach blends value-led promotions with purpose-driven storytelling, appealing to shoppers who prioritize both ethics and efficacy.

Similarly, RENÉE Cosmetics, one of India’s fastest-growing homegrown beauty brands, views Black Friday as a powerful expansion lever. Co-founder Ashutosh Valani explains that the brand’s growth into Tier II cities like Raipur and Patna has shaped its Black Friday strategy. “For us, the event serves as an entry point for new shoppers beyond metros and helps strengthen our footprint in emerging markets,” he says.

The Rise of Purpose-Driven Promotions

Indian beauty brands are using the Black Friday moment to align global trends with local sensibilities. Unlike Western counterparts, which often rely on heavy price cuts, Indian brands are focusing on value-driven communication — emphasising product benefits, ethical ingredients, and transparent pricing.

Etude (Amorepacific India) Deputy Director Mini Sood Banerjee highlights this trend. She explains that beyond price, brands are focusing on curated bundles, inventory optimization, and visibility for new launches. “Black Friday is steadily becoming a key retail moment in India, poised to stand alongside traditional mega sale events,” she says.

Pink, Teal, and Beyond: Rebranding the Sale

Some Indian beauty players have gone a step further by localizing and personalizing the Black Friday concept.

Nykaa, for instance, rebranded it as Pink Friday, turning it into one of the most awaited beauty events of the year. According to the company, last year’s edition achieved a 36% YoY GMV increase and attracted 55% more new customers. The campaign’s 2025 version, fronted by Deepika Padukone, emphasized energy, simplicity, and relatable excitement — perfectly mirroring Nykaa’s brand tone.

Meanwhile, Tint Cosmetics celebrated its fifth anniversary with a Teal Friday Sale, offering a flat 30% discount and transparent messaging. This no-nonsense approach — “what you see is what you get” — reflects a growing consumer preference for clarity over complexity.

As Valani from RENÉE notes, “Black Friday can often be overwhelming for shoppers, so we chose an approach that highlights what truly matters — easy-to-understand deals and meaningful savings.”

Digital: The Real Beauty Counter

While the sale is global, the battlefield is digital. Most Indian beauty brands now lean on digital-first strategies to engage and convert shoppers.

At RENÉE, digital engagement forms the backbone of their campaign. “We rely heavily on social media, our website, and even WhatsApp to inform consumers about our offers,” Valani explains.

The Body Shop follows a similar strategy. Singh mentions that the brand’s focus lies in owned channels, paid media, and creator-led amplification. Personalized communication via email, WhatsApp, and social ads helps drive conversions from high-intent users.

For platforms like Nykaa, app-based engagement has become central. The brand uses personalized widgets, express checkout flows, and visual deal highlights to reduce friction and make discovery seamless.

This multi-platform approach demonstrates how beauty brands are meeting consumers exactly where they are — across apps, influencers, and digital storefronts.

Influencers: The Bridge of Credibility

Amid the chaos of sales, influencers have become the calm voice of trust.

For The Body Shop, influencer-driven content plays a top-of-funnel role, generating awareness and engagement. Meanwhile, RENÉE leverages creators to drive authenticity. “Creators bridge the trust gap,” Valani says. “Their genuine appreciation and storytelling outperform traditional ads, especially for discovery.”

Nykaa’s Pink Friday campaign, too, thrives on creator collaborations. From Kareema Berry’s humorous sketches to lifestyle influencers showcasing wishlists, the brand uses familiar formats that resonate with Indian audiences.

Conclusion: A New Era of Indian Black Friday

In India, Black Friday has evolved from a borrowed concept to a localized celebration — one that blends commerce with culture. Beauty brands aren’t just slashing prices; they’re crafting experiences, strengthening purpose, and building digital intimacy with their audience.

Through influencer-led storytelling, transparent deals, and purpose-infused messaging, India’s beauty brands are rewriting Black Friday — one authentic, beautiful connection at a time.

India’s Beauty Product Labels – The Faces Behind the Glow

India’s beauty industry has evolved into a dynamic ecosystem that merges ancient wellness traditions with modern innovation.
From natural skincare pioneers to trend-driven cosmetic disruptors, the country’s leading beauty product labels are defining what it means to be beautiful, bold, and proudly Indian.
Here’s a curated look at the most loved names transforming India’s beauty landscape.

Note: India’s beauty product labels are not just about skincare or cosmetics — they reflect identity, sustainability, and self-expression.
With each brand embracing innovation, inclusivity, and ethical beauty, India is fast becoming the global beauty capital with an indigenous heart.