Flipkart, India's leading e-commerce marketplace, announced that its Beauty and Personal Care category has experienced a 50% year-on-year growth, with GenZ consumers now accounting for nearly 60% of all beauty purchases on the platform. This surge is significantly fueled by shoppers from Tier 2 and Tier 3 cities, as two out of three beauty searches on Flipkart originate from non-metro regions. Emerging cities such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar, and Sangli are increasingly shaping the country's beauty trends and purchasing decisions.
These insights were revealed during the fourth edition of the Glam Up Fest 2026 in New Delhi, an event that brought together over 100 leading beauty brands and more than 6,000 creators, influencers, and celebrities.
Category Growth Across Segments
The growth of the beauty category spans multiple segments. Premium beauty has seen a year-on-year increase of over 60%, while perfumes have experienced more than 45% growth. Men's grooming has emerged as a standout category, growing by 65% as consumers integrate skincare, grooming, and wellness into their daily routines. There has been a high volume of searches for products such as 'Sunscreen for Men,' 'Facewash for Men,' and 'Hair Serum for Men.' With 12 beauty products being purchased every second on the platform, demand continues to rise. Additionally, beauty sales on Flipkart Minutes have grown fivefold over the past year, ranking among the top three performing categories on the service.
Flipkart's Annual Beauty Trends Report 2.0
At the Glam Up Fest, Flipkart unveiled its Annual Beauty Trends Report 2.0, developed in partnership with Quantum Consumer Solutions. The report highlights a shift in how Indian consumers approach beauty, with increased investment in premium and science-backed skincare, as well as greater experimentation with global trends as a form of personal expression. Flipkart Beauty's consumer-first interface, which includes Virtual Try-On and Live Video Commerce, supports this shift by helping consumers discover and select products in a more informed and personalized manner.
Sakait Chaudhary, Senior Vice President and Head of Softlines, Grocery, and Marketplace at Flipkart, commented, 'The beauty category in India is being shaped by GenZ consumers who are more informed, trend-conscious, and have turned beauty into a daily ritual. At the same time, we are seeing strong momentum from shoppers across Bharat, where demand is expanding beyond traditional categories into premium, specialized, and globally inspired products. This evolution creates new opportunities for brands to engage consumers in more meaningful ways and makes 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.'
Global Luxe Beauty Store Launch
Flipkart also launched its Global Luxe Beauty Store at the event, unveiled by actress Janhvi Kapoor. This store provides Indian shoppers access to international beauty products across derma care, fragrances, and K-Beauty. It features over 100 brands, including Calvin Klein, Gucci, Nautica, Eucerin, Medicube, D'Alba, Cetaphil, CeraVe, Beauty of Joseon, SKIN1004, and Tir Tir.
Glam Up Fest 2026: Beauty for Every Moment
The fourth edition of Glam Up Fest was held under the theme 'Beauty for Every Moment,' with experiences built around real-life occasions such as weddings, daily workdays, and festive celebrations. The festival featured celebrities including Bhumi Pednekar and Vedang Raina, along with product launches from Honasa Group, Monk and Metal, Plum, and Marico. Attendees explored zones such as Shaadi Glow, 9-to-5 Chic, Romance Ready, and Neon Nights, with activations highlighting soft glam, fragrance layering, hair freedom, and futuristic beauty.
The on-ground celebration will be followed by Flipkart's in-app Glam Up Sale from June 19 to 27, 2026, offering limited-time deals, curated collections, new launches, and trend-inspired recommendations across beauty and personal care categories for shoppers nationwide.
Expansion to Non-Metro Cities
To engage more closely with consumers and their ecosystem, Flipkart is expanding its Glam Up Fest to non-metro cities this year to deepen engagement with regional consumers and local creator communities. The expansion began on June 16 in Guwahati, drawing an overwhelming response from over 600 content creators who interacted directly with leading beauty brands and Flipkart. Recognizing this strong momentum, Flipkart plans to organize Glam Up Fests across multiple Tier 2 and Tier 3 cities throughout the year.
About the Flipkart Group
The Flipkart Group is one of India's leading digital commerce entities with a strong technology-first foundation. It includes group companies Flipkart, Myntra, Flipkart Wholesale, Cleartrip, and super.money. Established in 2007, Flipkart has enabled millions of sellers, merchants, and small businesses to participate in India's digital commerce revolution. With a registered user base of over 500 million, Flipkart's marketplace offers more than 150 million products across 80-plus categories. Today, there are over 1.4 million sellers on the platform, including Shopsy sellers. Focusing on empowering and delighting every Indian by delivering value through technology and innovation, Flipkart has pioneered services such as Cash on Delivery, No Cost EMI, Easy Returns, and UPI payments. Beyond shopping, Flipkart continues to create jobs, empower entrepreneurs, and strengthen India's digital economy.
