India is in the midst of a beauty boom, with new brands wooing young customers in far flung cities and towns. The action is largely online – you might discover a lipstick in a Reel, see an influencer rave about it on Instagram, find a tutorial on how to apply it on YouTube and buy it from a website, sight unseen. There’s plenty of room for error. But there doesn’t have to be. Some products need testing and matching before purchase. Others are best picked up online. Here’s our quick guide to get you started.
