Flipkart's Beauty and Personal Care category has achieved a 50% year-on-year growth, propelled by Gen Z consumers and shoppers from Tier-2 and Tier-3 cities, the company announced in a press release on June 21, 2026. Gen Z now accounts for nearly 60% of all beauty purchases on the platform, while non-metro cities are increasingly shaping trends and purchase decisions.
Non-metro cities drive beauty searches
Two in three beauty searches on Flipkart originate from non-metro cities such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar, and Sangli, according to the release. The fourth edition of Glam Up Fest, held under the theme 'Beauty for Every Moment', brought together over 100 leading beauty brands and more than 6,000 creators, influencers, and celebrities.
Premium beauty and men's grooming surge
The category's growth spans multiple segments. Premium beauty has grown over 60% year-on-year, perfumes over 45%, and men's grooming emerged as the standout category, up 65%, as consumers incorporate skincare, grooming, and wellness into daily routines. Searches for 'Sunscreen for Men', 'Facewash for Men', and 'Hair Serum for Men' are notably high. With 12 beauty products bought every second on the platform, demand continues to rise. Beauty on Flipkart Minutes has grown 5x over the past year, ranking among the top three performing categories on the service.
Annual Beauty Trends Report 2.0 unveiled
At the fest, Flipkart unveiled its Annual Beauty Trends Report 2.0, developed with Quantum Consumer Solutions, mapping a shift toward premium and science-backed skincare and growing experimentation with global trends. The platform's consumer-first interface, aided by Virtual Try-On and Live Video Commerce, supports discovery and personalisation.
Sakait Chaudhary, Senior Vice President, Head of Softlines, Grocery and Marketplace at Flipkart, said, 'The beauty category in India is being shaped by GenZ 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.'
Global Luxe Beauty Store launched
Flipkart also launched its Global Luxe Beauty Store, unveiled by Janhvi Kapoor, offering over 100 international brands, including Calvin Klein, Gucci, Eucerin, Medicube, CeraVe, Beauty of Joseon, and SKIN1004. The on-ground fest will be followed by Flipkart's in-app Glam Up Sale from June 19-27, 2026, with limited-time offers and new launches.
Expansion to non-metro cities
The company is expanding Glam Up Fest to non-metro cities, starting with Guwahati on June 16, featuring over 600 creators, with more Tier-2 and Tier-3 city editions planned through the year.
