Penetration rate of cosmetic brands in India 2012-2013

This statistic illustrates the average penetration rate of cosmetics brands in India in 2012 and 2013. The survey revealed that 17 percent of respondents purchased Dove brand cosmetics within the last three to twelve months of 2013.

Average penetration rate* of cosmetic brands in India in 2012 and 2013

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Release date

February 2014



Survey time period

2012 and 2013

Number of respondents


Method of interview

Online survey

Supplementary notes

* Defined as the percentage of respondents who have purchased that brand in the last three to twelve months.
** Approximately 1,500 respondents were surveyed for each region, with the largest two markets (India and China) having a larger sample size of 2,500 each. The male-to-female split between respondents was roughly 50:50 in all cases, with rural-to-urban split varying by country. A total of 16,000 respondents were screened and surveyed

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