Formulating for the actual climate
Heavy creams designed for European winters do not work in Chennai in May. The brands that grew fastest started with lightweight textures and higher tolerance for humidity, which sounds obvious and took the category years to act on.
Labelling that told the truth
Listing active ingredients and their percentages on the front of the pack turned buying into something people could reason about. It also made exaggerated claims harder to sustain.
Shade ranges stopped being an afterthought
Sunscreens that left a grey cast on medium and deep skin were the single biggest complaint in the category. Fixing it took reformulation rather than marketing, and the brands that did it first kept the customers.
Where it goes next
The easy growth is done. The brands still expanding are the ones with real formulation teams rather than a contract manufacturer and a logo.
