The personal care products consumerism has become a characteristic of modern lifestyles, influenced by socio-cultural processes, technological progress, and increased health and environmental concerns. The paper analyses the determinants and implications of consumer behavior in personal care industry with a consideration of psychological, economic and social influences. Based on Consumer Culture Theory, Maslow hierarchy of needs and Theory of planned behavior, the research is a synthesis of world and India-based findings. The results indicate that branding, marketing, peer influence and environmental issues interact to influence consumption patterns. The growing popularity of natural and organic products, gender-neutral marketing, and online platforms highlight the changing environment. Although consumerism brings about economic development and innovation, it has brought in issues of over consumption, environmental destruction and exposure to chemicals. The paper ends with the highlighting of responsible consumption practices that should be in line with sustainability objectives
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