Gen Z and non-metro India power 50% growth on beauty e-commerce platform: Report

Flipkart, India's homegrown e-commerce marketplace, announced on 19 June that its Beauty and Personal Care category has grown 50% year-on-year, with Gen Z now driving nearly 60% of all beauty purchases on the platform.

Fuelling this momentum are shoppers from Tier 2 and Tier 3 cities, with two in three beauty searches originating from non-metro cities such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar, Sangli among several others are increasingly shaping the country's beauty trends and purchase decisions.These insights were unveiled at the fourth edition of Glam Up Fest 2026 in New Delhi, which brought together brands, creators, influencers, and celebrities.

The category's growth spans multiple segments. Premium beauty has grown over 60% year-on-year, while perfumes have seen over 45% growth. Men's grooming has emerged as the standout category, up by 65%, as consumers incorporate skincare, grooming, and wellness into everyday routines, with very high searches for “Sunscreen for Men”, “Facewash for Men”, “Hair Serum for Men”.

With 12 beauty products bought every second on the platform, demand has continued to grow.

Beauty on Flipkart Minutes has grown 5X over the past year, ranking among the top three performing categories on the service.India’s Next Beauty Wave: Decoding Consumer Shift through the Annual Beauty Trends ReportThe Annual Beauty Trends Report 2.0, developed in partnership with Quantum Consumer Solutions maps a shift in how Indian shoppers approach beauty, with growing investment in premium and science-backed skincare and increasing experimentation with global trends as part of personal expression.

Sakait Chaudhary, Senior Vice President, Head of Softlines, Grocery and Marketplace, Flipkart, said, "The beauty category in India is being shaped by Gen Z consumers who are more informed, trend-conscious, and have made beauty into a daily ritual.

At the same time, we are seeing strong momentum from shoppers across Bharat, where demand is expanding well beyond traditional categories into premium, specialised, and globally inspired products.

This evolution is creating new opportunities for brands to engage consumers in more meaningful ways and making discovery an increasingly important part of the shopping journey. Flipkart's Glam Up Fest reflects these shifts, bringing together brands, creators, and consumers on a single platform to celebrate emerging trends and spotlight innovations shaping the future of beauty in India."Glam Up Fest 2026: Beauty for Every MomentThe brand also launched its Global Luxe Beauty Store at the event, unveiled by Janhvi Kapoor, giving Indian shoppers access to international beauty across derma care, fragrances, and K-Beauty.

The store features brands including Calvin Klein, Gucci, Nautica, Eucerin, Medicube, D'Alba, Cetaphil, CeraVe, Beauty of Joseon, SKIN1004, and Tir Tir among others. The fourth edition of Glam Up Fest was held under the theme 'Beauty for Every Moment', with experiences built around real-life occasions including weddings, daily workdays, and festive celebrations.

The festival featured celebrities including Bhumi Pednekar and Vedang Raina, alongside launches from Honasa group, Monk and Metal, Plum, and Marico among others.Attendees explored zones including Shaadi Glow, 9-to-5 Chic, Romance Ready, and Neon Nights, with activations spotlighting soft glam, fragrance layering, hair freedom, and futuristic beauty. The on-ground celebration will be followed by an in-app Glam Up Sale from June 19–27, 2026, featuring limited-time offers, curated collections, new launches, and trend-inspired recommendations across beauty and personal care categories for shoppers nationwide.To engage closely with the consumers and their ecosystem, Glam Up fest is expanding to non-metro cities this year to deepen engagement with regional consumers and local creator ecosystems. The expansion kicked off on June 16 in Guwahati, drawing an overwhelming response from more than 600 content creators who engaged directly with leading beauty brands. Recognizing this strong momentum,Glam Up fests will be organised across multiple tier-2 and tier-3 cities through the year.