India's beauty and personal care products market is projected to reach $39 billion by 2030, up from the current $27 billion valuation, according to the Flipkart GlamUp Annual Beauty Trends Report 2026. As per Priyanka Bhargav, Senior Director of Brand Strategy & Insights at Flipkart, "India's beauty market is at an inflexion point. What was once an aspirational category has become a daily expression of self-care, confidence, and identity. The opportunity is significant. India's beauty market is valued at $27 billion today and is expected to reach $39 billion by 2030, making it one of the world's most attractive growth markets." This projection reflects a fundamental shift in consumer behavior, with beauty increasingly viewed as a daily essential for self-care rather than an occasional indulgence.
Beauty has emerged as the largest category driving customer acquisition on Amazon India, with the segment growing 25-30 per cent year-on-year in gross merchandise sales, according to Siddharth Bhagat, director of Amazon Beauty India. As reported by Business Standard, Bhagat emphasized that beauty products serve as the largest customer acquisition driver for the company, with customers who purchase beauty products becoming the most loyal customers for the longest period of time. The segment's importance stems from its ability to introduce new consumers to the platform through first-time purchases, with a majority of customers making their first-ever purchase on the platform through beauty products. The e-commerce platform is preparing to host Beautyverse, its flagship beauty discovery event on Saturday, June 20. Brands that participated in earlier editions of Beautyverse witnessed nearly 1.66x growth in sales month-on-month.
The e-commerce platform is preparing to host Beautyverse, its flagship beauty discovery event on Saturday, June 20. According to Bhagat's statements to Business Standard, brands that participated in earlier editions of Beautyverse witnessed nearly 1.66x growth in sales month-on-month. Amazon currently hosts more than 400,000 beauty brands on its marketplace and plans to onboard over 100 premium brands this year. The company is experiencing strong demand for international segments, with Korean beauty and French pharmacy products growing twofold year-on-year, while West Asian fragrances have nearly trebled. Bhagat added that Amazon has recently expanded its portfolio with Japanese beauty brands, Australian beauty labels, and premium skincare offerings such as La Roche-Posay.
The growth in the beauty category is largely driven by rising sales in non-metro markets, with most growth coming from non-metro cities, as reported by Bhagat to Business Standard. In the premium beauty segment, more than 50 per cent of the growth came from Tier-II and beyond cities, including places like Thrissur (Kerala), Ranchi (Jharkhand), and Jalandhar (Punjab). According to the Flipkart GlamUp Annual Beauty Trends Report 2026, two out of every three beauty-related searches originate from non-metro markets, with almost one-third of BPC sales now coming from Tier-2 and smaller towns. This democratisation has led to the emergence of 'PIN code Beauty', a trend where demand is shaped by hyperlocal factors such as regional climate, pollution levels, and water quality. Consumers in Bengaluru have shown a distinct need for hard-water scalp care, while those in Rajasthan frequently seek barrier repair and hydration products.
The democratisation of beauty across India has led to the emergence of 'PIN code Beauty', a trend where demand is shaped by hyperlocal factors such as regional climate, pollution levels, and water quality. As per the Flipkart GlamUp Annual Beauty Trends Report 2026, consumers in Bengaluru have shown a distinct need for hard-water scalp care, while those in Rajasthan frequently seek barrier repair and hydration products. This shift reflects how beauty is increasingly viewed as a daily essential for self-care rather than an occasional indulgence. The report notes that once an aspirational segment, beauty is now being purchased 12 times every second on Flipkart's website, with the platform's BPC business recording 1.5x year-on-year growth in Gross Merchandise Value during Q1 FY2025-26. A significant portion of this growth is attributed to Gen Z consumers, who now account for more than half of BPC buyers on platforms like Flipkart.
