This project was a deep dive into an international beauty market for which I chose India, my home country. It was a great opportunity to learn about the happenings of the industry in my country and what the history of the same looked like. Through the research I conducted for this project, I found out who the new Indian beauty customer is and what they want from the brands today. I also learnt about what channels are the best performing for sales for beauty including organised and unorganised retail, which is a large channel for Indian customers. Since this project was done in early 2021, I also got to look at how the pandemic has affected the beauty industry since India is a particularly volatile market and won't have a similar reaction to the Western countries.