The cruelty-free (no animal testing), vegetarian (no byproducts of animal slaughter), and vegan (no animal ingredients at all) beauty market has exploded in recent years globally and has been finding its space in the Indian market too. Moreover, with the advancement of vegan products in the country, Israeli consumers are paying extra attention to not only a particular shade of lipstick that suits them but also about how the lipstick is made. Animal-free alternatives may lead companies to produce lab-grown human skin samples for testing cosmetic products. The ability to create samples on demand not only reduces costs but also increases the accuracy of results. Advancements in techniques mean that samples can be used to replicate different skin ages and colors. The increasing demand for vegan cosmetics among the millennials and technological advancements are driving the growth of the market studied.

Owing to high consumer demand major supermarkets are expanding the range of cosmetics representing a diversity of the products. The growth observed in the supermarket segment was led by the appeal it causes to boomers seeking for safe exploration of various cosmetic products formulated with innovative technology and packaging. The trend of bulk shopping is increasing due to the increased income and busy lifestyles of the consumers. Selling the products through supermarkets signifies the transaction building strategy of the seller as it leads to increased impulse purchases of the consumer.