Amazon India has unveiled plans to significantly expand its premium beauty portfolio in 2026, adding more than 100 new brands to its online marketplace. This move comes as demand for international beauty products continues to surge across the country. The e-tailer will introduce brands such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche-Posay, Eucerin, and Paula's Choice, among others. Customers can also expect a broader selection of Japanese, Australian, and French beauty products, along with Middle Eastern fragrance brands.
Expansion Timeline and Growth Drivers
The expansion of premium beauty brands is slated to begin throughout 2026, with additional launches planned around Amazon's Prime Day sale in July. This initiative follows Amazon India's report of 50% year-over-year growth in its premium beauty segment, with increasing demand emerging beyond metropolitan areas. According to the company, more than half of premium beauty demand now originates from tier-2 and tier-3 cities, including Thrissur, Dehradun, Patiala, Guwahati, and Kolhapur.
Insights from Amazon India Leadership
Siddharth Bhagat, Director of Beauty at Amazon India, commented on the shifting landscape: "India's beauty industry is witnessing a clear transition from availability-led shopping to more intentional, discovery-led consumption, driven by growing awareness of global beauty trends. On Amazon, premium beauty is growing 50% year-over-year, with demand for K-beauty and French pharmacy nearly doubling annually." He added, "We're seeing more than 50% of this demand come from Tier 2 and Tier 3 cities such as Thrissur, Dehradun, Patiala, Guwahati, and Kolhapur — a strong signal that premium beauty aspiration is penetrating deep across Bharat." Bhagat also noted that nearly half of all beauty orders across India's top 100 cities are now delivered on the same day or the next.
Rising Popularity of International Beauty Categories
Amazon India reported that Korean beauty products and French pharmacy brands, including CeraVe, Avène, and Embryolisse, have recorded nearly twofold year-over-year growth on the platform. Middle Eastern fragrance brands like Rasasi and Lattafa have grown nearly threefold during the same period. The company also highlighted growth in direct-to-consumer haircare brands and premium men's grooming categories, including multi-groomers and all-in-one grooming kits.
AI-Powered Shopping Experience
To enhance user experience, Amazon is leveraging AI-powered tools such as Rufus, its shopping assistant, and image-based search via Amazon Lens AI. These features help customers compare ingredients, discover products, and receive personalized recommendations, further driving engagement and sales in the premium beauty segment.
