Makeup need not be about correcting features or obeying a fixed set of rules. In a Hindustan Times interview published 2 October 2026, Rishabh Sethia, Director of MARS Cosmetics, describes it instead as personal choice: a way to experiment with what you enjoy, whether that means a light everyday base, a bold lip or no contour at all. His comments are one industry leader’s perspective, not a measured account of every Indian shopper.
What does Sethia mean by makeup without rules?
Sethia challenges the idea that makeup should correct a face to meet a standard. “The idea that every face needs correcting. I would happily retire that,” he says. Contouring, base products and other techniques can be options, but they need not be obligations. His preferred starting point is what someone likes about their own face and what they want to explore.
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That approach also makes room for changing preferences. A person might choose a restrained look one day and a more expressive one for a celebration; neither has to be the correct way to wear makeup.
How does he describe changing shopping habits?
Sethia says a trend may first draw attention to a product, but shoppers then look for evidence that it will work for them. He characterizes them as comparing swatches and reviews, considering ingredients, and asking whether a product suits their skin and routine. He prefers “value-conscious” to “price-conscious”: the question is what a buyer gets for the money, not only how low the price is.
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He also says younger consumers want appealing formulations, textures and shades even when they have limited budgets. MARS’s aim, as he describes it, is to bring products people want closer to the prices they are comfortable paying. The interview provides no survey or population-level figures for these observations.
Why isn’t affordable makeup automatically good value?
“That price is a reliable measure of quality” is the misconception Sethia says he would challenge. A lower price can make an unfamiliar product easier to try, but price alone does not tell a buyer how it applies, feels or performs consistently. Those judgments come from the experience of using it, he says.
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Sethia notes that formulation, sourcing, packaging and distribution involve trade-offs. In his view, affordability should lower the barrier to trying a product; a satisfying experience is what can earn a repeat purchase. These are his views on buying and product development, not independent findings about the performance of MARS products or affordable makeup generally.
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Sethia’s test for a format or trend is practical: what does it offer, does it work for the consumer, and can it be delivered at a sensible price? He says products should translate across skin tones, feel comfortable in local weather and be simple to use without professional skills. He also argues that consumer feedback should shape which products reach the market.
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For a shopper, those criteria point to a more useful evaluation than price or trendiness alone:
- Shade: Does the color or base product suit your skin tone?
- Feel and finish: Is the texture comfortable, and does the result suit the look you want?
- Application: Can you use it with the time, tools and skill you have?
- Routine: Does it fit how and when you actually wear makeup?
- Value: Does the experience justify what you pay?
Are people moving toward lighter, natural makeup?
Sethia says, “There is interest in lighter, skin-like finishes, particularly for everyday use.” He describes a preference for adjustable coverage and a comfortable feel, but that does not mean heavier makeup or more dramatic looks have disappeared. Finish and creativity can coexist: a light base can sit alongside a striking eye or bold lip, and someone’s choices may change between an ordinary day and a festive occasion.
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What does he recommend carrying in a handbag?
Asked to name one makeup product every Indian woman should have in her handbag, Sethia chooses either the MARS Edge of Desire Lip Liner or the MARS 4-in-1 Travel Brush. He does not identify one universally right shade: “There is no single nude or red that is right for every Indian woman.” Treat the products as his personal picks from the interview, not as tested recommendations; the right shade and tool depend on the person and their routine.
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Sethia says shoppers have more ways to assess products than simply relying on a brand’s claims: they can watch application, look for people with similar skin tones and hear from other users. He sees closeness to local preferences and budgets as a potential advantage for Indian brands, while stressing that trust depends on consistent performance. These are his observations, not independently verified market-wide conclusions.
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The interview also names MARS Double Trouble Mascara, Lip Fuzz Blurring Lip Cream and SkinFit Skin Tint in a playful question about product personalities. It does not provide specifications, ingredient lists, prices, shade ranges, availability or comparative test results, so those mentions alone cannot establish which product is right for a particular buyer.
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