A skin or eye reaction is the most common reason Indian consumers drop a makeup product. The other triggers, and which consumer segment each belongs to.

Doorstep doubters are let down by what arrives or what is in stock. Damaged, opened, old or fake goods and missing shades shape where and whether they buy.

Reaction-wary warners decide on how their skin, lips and eyes react. They drop what reacts, warn others, and often move to skin care instead.

Try-first shade matchers won't trust a shade until they see it on their own skin. Undertone, oxidation and online shade risk decide whether they buy.

Price gatekeepers settle the price question first. Cost, sales and cheaper copies decide what reaches their basket.

Touch-up avoiders judge makeup by whether it lasts the day through work, a commute, heat or a wedding without smudging.

Finish-and-feel judges are the largest makeup consumer segment in India. They decide on finish, texture, comfort and colour payoff once a product is on their face.

Indian makeup consumers do not shop alike. Six consumer segments, what each one acts on, and what a brand team can do with that.

Delivery-burned consumers choose where to buy after a stock-out, a late order or silent support. Their loyalty is decided after checkout.

Results trackers judge protein on gym results, often on a coach's or friend's recommendation. They buy again when it works and rule it out when it doesn't.