India’s beauty and skincare scene is having a moment-and digital platforms are making sure they don’t miss out on the glow-up.
What began with mass-market brands like Lakmé and Maybelline has quickly evolved into a high-stakes beauty race, with platforms like Zepto, Myntra, and Amazon expanding into premium and luxury skincare. Zepto recently made waves by rolling out express 10-minute delivery for top-shelf brands such as M.A.C., The Ordinary, and Clinique-a move that signals just how fast the segment is heating up.
“The response to beauty essentials on our platform was too strong to ignore,” said DevendraMeel, Zepto’s Chief Business Officer. “We’re now giving our customers more choices, including luxe products they’d otherwise have to wait days for.”
India’s beauty and personal care market is forecasted to hit $34 billion by 2028, according to Redseer. E-commerce and Q-commerce players are accelerating that growth by making beauty more accessible, especially in smaller cities. Nearly half of Myntra’s beauty customers now hail from tier-2 and tier-3 cities, noted Deepak Joshi, the company’s Senior Director of Beauty and Personal Care. Myntra has also seen a consistent 50% year-on-year growth in beauty-related user activity.
Amazon, too, is riding the wave. Cosmetics sales on the platform have surged, with K-beauty—Korean skincare—leading the trend. “We’ve seen a 75% year-over-year jump in K-beauty sales,” said Siddharth Bhagat, Director, Amazon Beauty. “Women aged 20 to 35, particularly in metros like Bengaluru, Mumbai, and Delhi, are adopting these routines-but trial sizes are bringing in new users from smaller towns as well.”
Men aren’t far behind, increasingly trying out serums, cleansers, and sunscreens from international brands like COSRX, Laneige, and Beauty of Joseon.
Nykaa continues to dominate the premium category, with its Luxe segment offering Dior, Armani, and Chanel, among others. The platform reports a 25% year-on-year growth in its beauty vertical and notes that its most loyal customers spend an average of $395 annually on premium products.
Despite this online boom, a recent Kearney study reveals that 70% of luxury beauty purchases still happen offline—through high-end boutiques and beauty-focused retail chains like Sephora.
But one thing’s certain: in India, beauty is no longer just a vanity purchase-it’s a lifestyle. And from sheet masks to same-day deliveries, platforms are making sure every click counts.
