‘High maintenance to be low maintenance’: An (expensive) skincare trend redefining beauty investments

Krishna Vakharia, Vice President, Sales & Marketing, Kumar Lifespaces, believes that taking the time to nurture her skin through a high-maintenance routine isn’t about extravagance, but empowerment and consistency. “I use Argireline, sunscreen, and moisturizer. My evening routine involving caffeine-infused under-eye serum and collagen sleeping masks work to preserve and enhance my natural glow,” she shared.

Vakharia also supports her skin with vitamins, minerals, collagen, and probiotics for radiance, immunity, and firmness, complemented by regular dermatologist visits for expert guidance.

According to Dr Rashmi Shetty, aesthetic dermatologist, a one-time hyaluronic acid injection might be expensive, but it becomes a cost-effective alternative compared to layering on 25 creams and serums in a quest for hydrated skin. Skin booster injections with popular names such as “skin weave,” “profilo,” and “skin booster” are all the rage in the market right now that aim to stimulate your collagen and elastin.

“Proteins that you put on the skin, aka peptides to increase your cell turnover and keep your skin youthful, such as the retinol can now be supplemented by in-clinic treatments such as PDRN Peptides, available in the form of Salmon Sperm extracted PDRNs,” Shetty said. While retinol were the gold standard for skin treatments, they required consistent daily use in a certain quantity, concentration, and formulation. They also carried risks of purging, sensitivity and flakiness.

According to Shetty, hybrid lasers, including carbon dioxide and erbium glass combination, work brilliantly to give you more rejuvenated, refreshed, and even-toned skin with fewer visible pores. “It is expensive, but one shot in two or three months and you’re good to go,” she said.

“Ultherapy, a machine using Ultera technology called Hifu –– highly focused ultrasound –– prevents the skin from becoming excess and coming down onto your jaw and spoiling the jawline, and requires once a year session,” she said. She also said, “fillers are always an option to get rid of lost volume from the face, a common result of ageing. Despite social media demonising filler migration, these are permanent till dissolved and are a worthwhile one-time investment.”

Dr Neha Khuraana, MD, a Board-certified dermatologist and founder of House of Aesthetics, Delhi, said, “People also tend to go for laser hair reduction (LHR) to reduce the need to shave or wax the body hair regularly, chemical peels to diminish the appearance of skin pigmentation, microneedling to reduce the occurrence of wrinkles and acne scars by boosting collagen synthesis, botox and fillers that aim to offer a youthful glow by reducing the appearance of fine lines and wrinkles, semi-permanent tattooing or makeup to reduce the daily hassle of makeup application.”

Khuraana considers skin treatments a worthy investment, provided a well-trained dermatologist executes them. “By cutting down the cost of routine salon visits and cumulative savings on the products, you actually save money. Certain treatments such as laser hair reduction and botox save both time and energy for daily grooming,” she said.

Fillers give temporary results while surgical jobs offer permanent ones (Source: Freepik)

Concerns about the trend

Marathe, however, shared concerns about the way these treatments are being promoted. “Influencers create compelling content showing supposedly effortless results but rarely discuss the ongoing maintenance, costs, or potential risks. A person might see a glowing review of a hair smoothening treatment but won’t hear about the touch-ups needed every few months,” he said. “In India, this trend is part of urban lifestyle and is being discussed among peers. But the difference now lies in how these services are marketed as time-saving investments rather than luxury treatments. The ‘low maintenance’ claim often overlooks these ongoing commitments,” Marathe said.

Consumers should prioritise personal needs over trends. “Not every treatment suits every skin type or budget,” Marathe said, stressing that transparency and informed decision-making are key.

What’s the way forward?

Marathe emphasised on the need for more transparent dialogue about beauty treatments: “We need to move beyond the ‘quick-fix’ narrative and foster more honest conversations about what these treatments truly entail – both the benefits and the commitments they require and consumers can always consult a dermatologist for the right information.”

Swagatika Das, co-founder, Nat Habit, shared that investing in high-effort routines like treatments from dermatologists, clinical facials, or multi-step skincare routines might feel high-maintenance initially, but it’s really about creating a strong foundation so your skin can thrive over time. “When products work at a deep level, they repair damage, strengthen the skin barbie and enhance natural regeneration processes. For those trying to save time and effort, it’s important to understand your skin first. Do your research, figure out which ingredients suit you, and stick to a routine,” she said.

Dr Khuraana said that the best investment that you can make in your skin is to protect it by a consistent skincare routine and sunscreen application. “Don’t overload on treatments, rather focus on that procedure which addresses your skin issue. For maintaining results, visit your dermatologist regularly, and stay away from DIY trends as certain ingredients can trigger an allergic response,” she said.