In the sleepy town of Kolhapur in Maharashtra, inside an otherwise quiet shopping mall, a salesperson artistically sweeps a brush on the cheekbones of a volunteer, as a group of women watch the makeup demonstration with rapt attention. The crowd swells as women, across age-groups, gather to buy and learn more about the different steps of using an assortment of beauty products.

In fact, from Mumbai to Barabanki, Uttar Pradesh, in a frugal and price-conscious market like India, where less is more, this is symbolic of a massive transformation underway. Men and women, young and old, are spending on cosmetics and personal care products like never before.

Read more: click here