Cosmetic brands embrace digital advertising

The shift is pronounced as consumers take to online channels to shop for make-up products

Jigisha Mehta, 25, is the envy of her friends, thanks to a new lipstick collection she purchased online, adding just the right amount of glamour to her nine-to-five schedule. Mehta is among the growing number of women shopping online in India for their make-up needs.

As this market swells — online cosmetics is estimated to grow 10 times in the next few years from Rs 1,000 crore now, according to Red Seer Consulting. Make-up brands, barring names such as Lakme, L'Oréal and Maybelline, are opting to be visible only online. Offline presence, if any, is restricted to stores that carry their