- Recommendations and questions account for 54.4% of recorded makeup decisions in buyer discussion.
- The evidence is especially useful for seeing what buyers want to know and what others recommend.
- Advice is not a purchase: the research does not measure how often a recommendation becomes a sale.
Advice is prominent in Relvo’s India cosmetics research: recommendations and questions account for 54.4% of recorded decision events in buyer discussion (n=1,822), snapshot dated 3 October 2026. These accounts reveal the information exchanged around choosing makeup. They do not establish that every buyer seeks advice before purchasing.
How to read the numbers: Shares describe selected buying decisions or opinions, with the base shown. Positive-opinion charts include positive and negative opinions only. Separate evidence sets may share underlying accounts and differ in buyer and product mix. Small bases are indicative; bases below 10 are reported directionally.
A recommendation can give someone a product to consider. A question can show what remains uncertain. Those are useful but different forms of evidence. Neither establishes that the person completed a purchase, liked the product or used it again.
The India cosmetics market research separates those statements from trial, purchase and continued use. That makes the advice useful for product teams without treating discussion volume as demand. The question a buyer asks may identify a detail the product page has not helped them resolve.
For brands, the practical work is to inspect the context of a recommendation. Which product type is being discussed? What does the buyer want it to do? Is the advice specific to shade, budget or wearing conditions? A broad claim about popularity says less than an answer that fits the buyer’s question.
Relvo’s consumer behavior research is weighted towards English-writing buyers and a concentrated set of beauty discussions. It cannot measure how much peer advice influences makeup purchases across India. It does show why the information people exchange deserves attention alongside the message a brand publishes.
Questions about the research
Does 54.4% mean those decisions led to purchases? No. It describes recommendations and questions within recorded discussion events. The research does not track each piece of advice through to a sale.
Is this based on sales data? No. It uses coded buyer accounts and opinions. It is not purchase data and not a representative survey.
Related research: The India Cosmetics Market Report, 2026 on NBW Brain examines buyer decisions, product experiences and behavioural patterns, with evidence available through its Market Brain.
Methodology
Source: Relvo cosmetics research, snapshot dated 3 October 2026. Selected India-focused makeup discussions and recent product reviews cover October 2025–October 2026. Records were checked for category and geography, coded to a fixed codebook and reviewed for coding reliability. The discussion evidence is heavily English-language and concentrated in a few sources. Reviews cover selected products and recent experiences; they are not a random sample of purchases. Positive-opinion shares exclude mixed and neutral opinions. Each percentage refers to the event or opinion set named alongside it. Evidence layers may share accounts and are not independent samples. Bases of 10–29 are indicative; bases below 10 are reported directionally. Findings are self-reported, not sales data or a representative survey.
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