FOUND: Minimalist - What They Never Told You

Life beyond a metro: India's festive shoppers boost Myntra's orders by nearly 2X in key categories

Myntra's Big Fashion Festival resulted in nearly double the order volumes compared to regular business days. New customer additions from non-metro markets rose 74% during the festival period. Additionally, visits increased by 25% compared with the last edition of the event. The festival significantly boosted sales for many sellers on…

The Economic Times · 11h ago

Azelaic Acid Is the Most Underrated Ingredient for Brown Skin and Hyperpigmentation in India

What Azelaic Acid Actually DoesAzelaic acid is a dicarboxylic acid that occurs naturally in grains like wheat, rye, and barley. Your skin already encounters trace amounts of it. At the 10 to 20% concentrations used in skincare formulations, it does three distinct things: it inhibits tyrosinase (the enzyme that triggers…

Times Life · Sep 10

Why Indian Women Are Spending More on Skincare Than Makeup and What It Says About Beauty Now

The serum came before the foundation. That is the detail that keeps showing up, in conversations, in shopping carts, in the way a woman will spend forty minutes on her skin and then leave the house with nothing on top of it. A few years ago, that would have felt…

Times Life · Sep 1

The Beauty Minimalism Trend That Actually Works for Indian Skin and Melanin-Rich Complexions

Why Indian skin gets left out of the minimalism conversationThe global minimalist beauty movement arrived with a specific skin type in mind: pale, dry, and prone to sensitivity in cold climates. The three-step routines promoted by Scandinavian and Korean-adjacent brands, gentle cleanser, lightweight moisturiser, SPF, were built for skin that…

Times Life · Jul 3

How the Skincare Industry Sells You More Products Than You Need and How to Push Back

The Ten-Step Routine Was Never About Your SkinThe average Indian woman in her twenties owns more skincare products than she will finish in two years. That is not a coincidence. The ten-step routine, popularised by Korean beauty marketing and amplified by Indian influencers, was never a dermatological recommendation. It was…

Times Life · Jul 3

How Homegrown Indian Beauty Brands Are Finally Formulating for Indian Skin

The Shelf Was Never Built for YouWalk into any chemist in Bengaluru or Bhopal and the anti-ageing aisle still skews heavily toward brightening serums designed for skin that tans minimally and ages with fine lines rather than hyperpigmentation. That was not an accident. For most of the post-liberalisation era, the…

Times Life · Jul 3

The 5 eye-opening life lessons I learned from The Minimalist’s Netflix show Less Is Now have fundamentally changed how I feel about my 'harmless' shopping

I was a real wake-up call, and I feel 10 times better for it

Homes & Gardens · Mar 9, 2025