Scroll through Instagram Reels or Youtube shorts, and you will notice a shift. Young Indians are not only buying from international names but are just as excited about local makeup and skincare. Indian beauty brands for Gen Z are rewriting the rules, mixing innovation with relatability, and offering products that fit daily lives without the heavy price tag or intimidating vibe of luxury counters.

This cultural turn feels less like a passing fad and more like a movement where brands such as FAE, d’you, and Gush are front and center.

Why Gen Z is Turning to Local Makeup

Gen Z’s relationship with beauty is very different from the generations before them. For them, products are not just about coverage or shine but about identity. They want to use brands that understand inclusivity, natural finishes, and skin-first approaches.

Social media plays a big role here. Viral reviews on YouTube or swipeable tutorials on Instagram have helped make these homegrown brands feel not just accessible but aspirational. Instead of buying into Western ideals, Gen Z in India is choosing products that feel designed for their undertones, climate, and routines.

This is why the conversation around Indian beauty brands for Gen Z is louder than ever.

FAE: Beauty Without Rules

FAE Beauty, short for “Free and Equal,” has built its following on the idea that makeup should not be restrictive. Their lipsticks and tints, often marketed as genderless and multi-use, appeal to a younger audience who reject rigid definitions of beauty.

On Instagram, FAE has gained traction through simple, bold visuals close-ups of dusky undertones, no over-polished edits, and captions that talk directly about self-expression. Beauty reviewers have highlighted their inclusive shade ranges, which strike a chord with Gen Z users tired of mixing products to find their right tone.

It is less about glam for the camera and more about enhancing individuality. For college students and young professionals, that message resonates strongly.

d’you: Skincare That Talks Science

While FAE leans on play and inclusivity, d’you has carved a niche in the skincare-first segment. Its formulas are positioned as research-backed, with transparent breakdowns of percentages and ingredients.

Gen Z audiences appreciate the detail because they have grown up fact-checking brands. Reviews on platforms like Reddit and beauty forums often cite how d’you products explain their actives without oversimplifying. That makes them feel less like marketing fluff and more like trusted advice.

For instance, their cult product “Hustle,” a serum with antioxidants, went viral not because of celebrity endorsements but because dermatologists and skincare bloggers vouched for its formula. For a demographic that values proof over promises, this approach has made d’you one of the most respected Indian skincare names.

Gush: Makeup Meets Play

If there is one brand that speaks Gen Z’s language most fluently, it might be Gush. Known for packaging that doubles as accessories and products that save time, Gush captures the fun side of beauty.

Their “Play Paint” multipurpose sticks and compact kits have been popular on Instagram Reels, often shared in GRWM (get ready with me) videos. The emphasis here is speed, utility, and color all things that make sense for a generation constantly on the move.

Gush is less about long tutorials and more about quick, intuitive routines. The popularity of this style reflects broader lifestyle choices—Gen Z prefers brands that don’t demand a 10-step process every morning.

The Bigger Story: A New Era for Indian Beauty

These three brands FAE, d’you, and Gush represent different moods of Indian Gen Z beauty. Together, they show how the market has evolved from copying Western trends to creating solutions rooted in Indian realities.

The rise of Indian beauty brands for Gen Z is also tied to community culture. Conversations on Instagram Lives, beauty subreddits, and even WhatsApp groups often influence purchases more than traditional ads. Peer recommendations carry more weight than billboards.

For Gen Z, beauty is about being real, relatable, and relevant. And right now, it is the local makeup brands that are ticking all those boxes.

Final Take

Made-in-India beauty is no longer an underdog category, it is shaping how young Indians express themselves. Whether it is the no-rules ethos of FAE, the science-led voice of d’you, or the playful touch of Gush, the shift is clear.

This movement is not about rejecting global beauty but about making space for local makeup that mirrors the lifestyles and values of Gen Z. As social feeds continue to amplify their presence, these brands are setting the stage for a new, proudly Indian beauty narrative.