Inside Amazon Beautyverse 2025: How Indian beauty traditions are shaping the future of self-care

In an era where beauty trends flicker and fade at the pace of an Instagram reel, Amazon Beautyverse 2025 offered a rare pause—a chance to reflect on beauty’s deeper meaning. Beneath the shimmer of cosmetics and the promise of serums lies something far more enduring: the quiet confidence of rituals rooted in culture, memory, and self-expression.

The event brought together 1,400+ beauty enthusiasts, creators, and iconic brands for a day of immersive experiences, interactive workshops, and thought-provoking conversations. One such panel, "Beauty Beyond Boundaries: India’s Global Beauty Movement", was hosted in collaboration with Bazaar India. The discussion unfolded with equal parts nostalgia and foresight, as Bhumi Pednekar, Siddharth Bhagat, and Stuti Kothari explored where true beauty begins—and where it’s headed.

For Pednekar, the answer was as simple as it was profound: beauty begins within. “Our Indian culture has always placed wellness at the heart of beauty,” she shared. From rose water to sandalwood, turmeric to aloe vera—her beauty rituals are lovingly passed down, modernised only by the convenience of sourcing these essentials on Amazon. Yet beyond products, Pednekar spoke of self-care as a sacred act—her time in the makeup chair becoming a space for meditation, transformation, and quiet affirmation. “We don’t celebrate personal care enough,” she noted. “But it’s in those small, private rituals that we learn to see ourselves clearly.”

Stuti Kothari, whose brand WishCare champions science-backed, simplified beauty, traced the lineage of fermented rice water—a trend often attributed to East Asia—back to South India. “We’ve forgotten how much of the world’s beauty wisdom originated here,” she mused, championing a return to nature and efficacy without compromise. Her vision of biomimetic skincare, where ingredients work in harmony with the body, felt both refreshingly grounded and futuristic.

From his vantage point at Amazon India, Siddharth Bhagat illuminated the transformation of beauty as not just a personal journey but a shared, collective one. With over 85 per cent of new beauty customers now coming from India’s tier-two towns and beyond, beauty is no longer confined to the urban elite. Democratisation—powered by access, technology, and community—has become the new face of the industry. AI-driven skincare analysers, influencer-led brands, and data-backed insights are reshaping how Indian consumers discover, trust, and adopt beauty products.

Yet, amid the buzzwords and digital breakthroughs, the panel circled back to the enduring relevance of simplicity: coconut oil, castor oil, aloe vera—traditional yet transformative ingredients. As Pednekar shared with disarming honesty, “The moment you box me in, I will do something else. I’ll never let anyone define what I can or cannot be.”

The sentiment resonated as more than a personal motto—it became a metaphor for India’s beauty landscape. Unboxed. Evolving. Rooted yet restless. The future of beauty, as Amazon Beautyverse 2025 reminded us, lies not in abandoning the past but in reclaiming it—with a renewed sense of purpose, power, and play.

All images: Amazon India 

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