The beauty industry is moving away from "fairness creams" (a toxic legacy of colonial beauty standards) toward glow and health. There is a massive resurgence of home remedies.
Furthermore, the audience is a massive driver. Indians living in the US, UK, or Canada consume this content voraciously to stay connected. For them, a video showing how to make Mathura ke Pede or how to celebrate Karwa Chauth alone in a foreign apartment is emotional oxygen.
