The face toner category continues to evolve beyond its traditional role of cleansing, with consumers increasingly seeking products that support hydration, skin barrier health, and gentle daily skincare. Brand Landscape : Among the leading brands, Plum holds the highest share in the category, followed by Gulabari and Plix. <img data-attachment="[object Object]" data-id="27071535585" height="269" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27071535585/original/zAfv58Bj3ALvDjGD7idXdJfR4Xy2pLigKQ.png?1785818718" style="border-style: none;border-color: currentcolor;border-image: none;" width="624"/> Preferences : The leading product attribute is Natural ingredients. This shift highlights the increasing influence of conscious beauty, where purchasing decisions are driven not only by product performance but also by ingredient transparency and ethical formulations. <img data-attachment="[object Object]" data-id="27071535587" height="289" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27071535587/original/nRa8ahC6BH8rpZZ31My7RpXgbIVdKc6gVg.png?1785818732" style="border-style: none;border-color: currentcolor;border-image: none;" width="624"/> Benefits : The most sought-after benefit is Moisturizing. Consumers primarily look for face toners that provide hydration while being suitable for everyday use. <img data-attachment="[object Object]" data-id="27071535589" height="331" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27071535589/original/G2FeZjvUMR_YECYuYG5rOLw80it0BmSjzA.png?1785818741" style="border-style: none;border-color: currentcolor;border-image: none;" width="624"/> The face toner market is increasingly being shaped by consumers seeking multifunctional products that align with clean beauty principles. Brands offering natural, alcohol-free, paraben-free, and vegan formulations while delivering moisturizing, gentle, and purifying benefits are well positioned to capture continued consumer interest.

toners

Face Toners: Consumers Prioritize Clean Beauty and Gentle Hydration

<div> Harpic's shelf space in the Toilet Blocks & Refills category is nothing short of remarkable, outpacing the average by a staggering 3 times. The brand's commanding presence has left its closest competition Domestos, trailing behind by an impressive 5 times in terms of its share of shelf. These figures are a testament to the unwavering popularity and success of Harpic in the Toilet Blocks & Refills market. </div>

Brands share of shelf w.r.t category avg.

toilet blocks & refills

Harpic dominates shelf space as best-selling Toilet Blocks & Refills brand

<div> Degree has made a big impact on the Deodorants & Antiperspirants market, making it onto the top shelf this month. Flipkart has played a major role in the brand's success, contributing to its rise to the top. Degree's debut on the top shelf showcases its high-quality products and growing popularity among consumers. This highlights the competitive nature of the market and offers consumers more options. The future success of Degree will be worth watching in the coming months. </div>

Share of shelf growth to secure a position in top shelf.

deodorants & antiperspirants

Degree shakes up Deodorants & Antiperspirants market with top shelf presence on Flipkart

<div>The beauty industry is constantly evolving, with new brands and products emerging every day.However, the deodorants & antiperspirants category is dominated by the top 4 brands: BE Bodywise, Nivea, Old Spice and Rexona.These powerhouses hold more than 50% of the market share and maintain this dominance consistently across leading merchants such as Flipkart.This high market share is a testament to the quality and popularity of their products, making them the go-to choice for consumers. With their impressive market share, it's clear that these brands are here to stay.</div>

Top brands market share

BE Bodywise, Nivea, Old Spice & Rexona: The powerhouses of the deodorants & antiperspirants market with 50 % market dominance

<div> BE Bodywise body wash gels category has been steadily growing, as indicated by its rising shelf share on prominent online retailers. During the five-month period from Mar'26 to Jul'26, the brands shelf space saw a significant increase of 94%, with the most notable jump of 34% observed between Jun'26 to Jul'26. This growth showcases the growing popularity and demand for BE Bodywise body wash gels ChemistatPlay also shows similar behaviour during this period. </div>

Face Toners: Consumers Prioritize Clean Beauty and Gentle Hydration

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