As a researcher, your ‘insight radar’ never really turns off. Whether I am conducting a formal study, attending a social get-together, or simply commuting, I find myself constantly observing consumer behavior. ​Lately, my radar has been locked onto the booming Indian beauty and cosmetics industry. ​We are seeing an influx of incredible brands, new formulations, and advanced applicators. The modern Indian woman, especially the independent, financially empowered 35+ demographic