• Sonali N Singh
• Prof. Dr. Mona Mehta

The cosmetics industry is witnessing a paradigm shift driven by disruptive innovations that are transforming traditional beauty standards and consumer experiences. This paper explores the multifaceted impact of these innovations on market dynamics, brand strategies, and consumer behavior, with a focus on the Indian cosmetics market. Technological advancements such as artificial intelligence (AI), augmented reality (AR), and the Internet of Things (IoT) are revolutionizing product development, personalization, and customer engagement. Additionally, new business models like direct-to-consumer (D2C) sales and subscription services are redefining how consumers interact with brands. The study analyzes several Indian case studies to illustrate these disruptions: Nykaa's omnichannel approach combining online presence with physical stores, Sugar Cosmetics' vibrant product offerings and influencer marketing strategies, and Forest Essentials' blend of traditional Ayurvedic practices with modern aesthetics. These examples highlight how embracing innovation can lead to significant competitive advantages in the Indian market. The research also delves into consumer trends such as the demand for personalization, transparency, and sustainable products, which are reshaping the industry. Challenges such as regulatory hurdles, market saturation, and sustainability concerns are examined, alongside the opportunities for growth and differentiation. By understanding these dynamics, industry stakeholders can develop strategies to leverage disruptive innovations effectively. This study provides actionable insights for cosmetics brands, marketers, and policymakers to navigate the evolving landscape and achieve sustainable growth in the Indian cosmetics industry.

Disruptive innovation, cosmetics industry, artificial intelligence, augmented reality, Internet of Things.

"Disruptive Innovation in the Cosmetics Industry: Transforming Beauty Standards and Consumer Experiences", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.111-117, December-2024, Available :http://www.jetir.org/papers/JETIRGQ06015.pdf

"Disruptive Innovation in the Cosmetics Industry: Transforming Beauty Standards and Consumer Experiences", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. pp111-117, December-2024, Available at : http://www.jetir.org/papers/JETIRGQ06015.pdf