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Makeup need not be about correcting your face or following a prescribed look. In a Hindustan Times interview published on 2 October 2026, Rishabh Sethia, Director of MARS Cosmetics, argues that it should be a matter of personal choice and experimentation. He also describes shoppers as increasingly thoughtful about value, suitability and how products perform—not just their price. These are Sethia’s observations, not findings from a market-wide survey.
Makeup should be a choice, not a correction
Sethia says he would retire the idea that every face needs fixing. Contouring, like any other technique, should be optional: people can use makeup to explore what they enjoy about their own features rather than meet a rule about how a face ought to look.
That view also makes room for experimentation. Sethia says affordable products can make trying an unfamiliar shade or texture feel less risky, but he believes new formats need to be enjoyable and useful after the initial novelty—and simple enough to understand and apply.
What does value-conscious makeup shopping mean?
Sethia characterizes shoppers as more questioning: a trend might prompt interest, but people then compare swatches and reviews and ask whether a product will suit their skin and routine. He says ingredient awareness is part of that broader habit of asking questions. He prefers “value-conscious” to “price-conscious” because, in his view, buyers want to know what they receive for their money.
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He rejects the assumption that a low price alone proves poor quality—or that price reliably measures quality. Application, feel and consistency are what buyers learn about through use, he says. Formulation, sourcing, packaging and distribution can involve trade-offs; affordability may make a product easier to try, but the experience has to earn a repeat purchase. Those are Sethia’s views, not independent performance findings.
How should makeup formats work for Indian consumers?
Sethia says a product format or trend should be judged by what it offers, whether it works for the person using it, and whether it can be offered at a sensible price. In his view, adapting products for Indian consumers includes more than choosing a trend to follow:
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- Shade suitability: shades should translate across a range of skin tones.
- Comfort: textures should feel comfortable in local weather.
- Ease of use: a product should not require professional skills to apply.
- Consumer feedback: what shoppers say should help shape the products that reach the market.
He describes younger consumers as wanting formulations, textures and shades that suit them, along with products they are excited to own—even when their budgets are limited. He says MARS aims to bring the products consumers want closer to prices they are comfortable paying.
Are consumers moving to natural-looking makeup?
Sethia reports interest in lighter, skin-like finishes for everyday wear, with coverage that can be adjusted and a comfortable feel. He does not say that heavier makeup has disappeared. A lighter base can still be paired with a dramatic eye or bold lip, and someone’s preferred look can change between an ordinary day and a festive occasion.
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For anyone choosing a base product, his comments point to practical questions rather than a single fashionable finish: how much coverage you want, how it feels on your skin, and whether it fits the occasions and routine you have in mind.
Can Indian beauty brands earn shoppers’ trust?
Sethia says shoppers now have more ways to evaluate products, such as seeing them applied, looking at people with similar skin tones and hearing from other users. He argues that Indian brands can earn consideration through the products themselves, and that closeness to local preferences and budgets can be an advantage. Consistent performance, he says, is necessary to build trust. These are his observations, not independently measured claims about the market.
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What makeup should you keep in your handbag?
Asked to name one product every Indian woman should carry, Sethia offered two options: the MARS Edge of Desire Lip Liner or the MARS 4-in-1 Travel Brush. He did not identify a universally right shade. As he put it, “There is no single nude or red that is right for every Indian woman.” His answer is a personal pick, not a product review or universal recommendation.
The interview also mentions MARS Double Trouble Mascara, Lip Fuzz Blurring Lip Cream and SkinFit Skin Tint in a playful question about product personalities. It provides no specifications, ingredient lists, prices, shade ranges, availability details or comparative test results for these products, so it does not establish how they perform or which is best for a particular buyer.
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Source and scope
The comments and product references above come from Shweta Pandey’s interview with Rishabh Sethia in Hindustan Times, published 2 October 2026. The interview offers Sethia’s perspective; it does not provide population-level figures or independent tests to quantify the trends he describes.
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