Indians are increasingly redefining personal care as a pillar of health, not just appearance, according to A New View of Care: The Power of Personal Care Routines, a foundational consumer trends study launched today by Kenvue, the world’s largest pure-play consumer health company by revenue and maker of iconic brands like Neutrogena®, Listerine®, Aveeno® and Stayfree®. The report explores how personal care routines are shaping physical and emotional well-being, and the influences guiding consumer behavior today.
The findings reveal a strong cultural shift in India, where 75% of consumers believe their personal care routines contribute directly to overall health and well-being. While globally 88% of people connect personal care with better health, Indian consumers stand out for the depth of their commitment to making these routines part of their preventive health approach. Interestingly, most Indians prefer simplicity—61% spend less than 30 minutes a day on personal care—yet consistency makes a powerful difference. Globally, those who invest at least 15 minutes daily report significantly better health outcomes compared to those who do not.
“Today’s consumers—especially younger generations—are redefining personal care as preventive care,” said James Cummings, Vice President, Head of Global Consumer Business Insights, Kenvue. “They are proactive about their health and demand science-backed solutions that align with their values. Simplicity and consistency are the most powerful tools we can offer them.”
Younger generations in India, especially Gen Z and Millennials, are driving this change with a focus on prevention. Nearly half of Indian consumers believe personal care routines can help prevent future health problems, and as many as 69% wish they had started earlier. The study also highlights that while healthcare providers remain the most trusted sources of information, digital platforms are increasingly influential. In India, 71% of consumers trust healthcare professionals and pharmacists for advice, 77% rely on family, and interestingly, 73% trust doctors on social media—blending traditional authority with new digital reach.
Indian consumers also view their routines as a means of actively managing health concerns and improving overall quality of life. Beyond appearance, they use daily care to support health (49%), boost confidence (48%), protect skin from sun and age-related damage (49%), enhance emotional well-being (38%), and manage stress and burnout (37%). Indians also demonstrate a stronger belief than the global average in long-term benefits: 82% see mouthwashes as preventive for plaque and gingivitis, 80% use sunscreen for protection against sunburn and skin cancer, and 84% consider skincare products an investment in healthy aging.
Reflecting on the Indian findings, Manish Anandani, Managing Director, Kenvue India said, “In the recent times, we have seen Indians becoming more conscious about all aspects of their health, proactively embracing preventive and personal health routines. The findings from A New View of Care report reinforces this trend, that 75% Indians feel their personal care contribute to their overall health. Going forward, Indian consumers are likely to spend more time as well as money on their personal care routines vis-à-vis the global average. As health moves outside of the medicine cabinet and becomes part of consumer’s daily routines, we are committed to providing them with trusted, science-backed and HCP recommended products to serve their evolving needs.”
The research was conducted in May 2025 by Kantar across 10 countries, including India, surveying more than 10,000 consumers. The study underscores a significant cultural moment: personal care is no longer seen as cosmetic—it has become central to preventive healthcare and long-term well-being.
