What We Know About India's Shift Toward Advanced Skincare

Indian skincare shoppers are moving past cleanser-and-moisturizer routines toward multi-step regimens built on targeted active ingredients, according to a MediaNews4U report citing Vibhor Rastogi of Oteria. The report frames the shift as a function of consumer education rather than a single new product launch.

What does the MediaNews4U report say changed?

The report attributes the shift to consumers researching ingredients before buying, rather than relying solely on brand marketing or in-store recommendations, per the write-up credited to Rastogi. It frames "basic products" as entry-level cleansers and moisturizers, with the newer category covering targeted actives such as serums and treatment-level formulas, according to the same report. The report does not include sales figures, survey sample sizes, or a named research methodology, so those numbers cannot be cited here.

Who is Vibhor Rastogi and what is Oteria's role?

MediaNews4U identifies Rastogi as a source commenting on the trend in connection with Oteria. The available material does not detail Oteria's product line, headquarters, or founding date, and that information could not be independently verified from the sources provided. Readers seeking Oteria's own account of its business should consult the company's own public statements rather than secondhand summaries.

What counts as moving "beyond basic products"?

Industry coverage of skincare routines commonly draws a line between cleanser-moisturizer-sunscreen basics and a second tier of targeted actives — vitamin C serums, exfoliating acids, and retinoids — chosen for a specific skin concern rather than general upkeep. HTT News's Rey's Refined Radiance desk has separately covered the distinction between retinol and retinal, two forms of vitamin A marketed at different strengths, and has compiled science-backed guidance on building routines around measurable ingredients rather than packaging claims.

What should shoppers watch for next?

• Whether MediaNews4U or Oteria publishes underlying survey data behind the "more informed" claim
• Ingredient labels listing concentration percentages for actives such as niacinamide, retinol, or vitamin C, which signal formulation transparency
• Retailer category data separating serums and treatments from basic cleansing and moisturizing lines
• Independent confirmation of Oteria's market position, since the report does not supply it

Skincare glossary for new routines

Active ingredient: a compound included for a specific effect — brightening, exfoliating, or anti-aging — rather than basic cleansing.

Serum: a concentrated, typically lightweight formula applied before moisturizer to deliver actives.

Retinoid: an umbrella term for vitamin A derivatives, including retinol and retinal, used to address texture and fine lines; HTT News has detailed how the two differ in potency and tolerance.

Basic routine: cleanser, moisturizer, and sunscreen — the baseline most guidance treats as a starting point before adding targeted treatments.