The landscape of beauty shopping in India is undergoing a dramatic, high-speed transformation. What started as a convenient solution for urgent grocery needs has swiftly evolved into a major marketplace for cosmetics and skincare, with quick commerce apps now delivering anti-ageing serums faster than some products promise visible results.
From Impulse to Essential: The $100 Million Monthly Shift
The beauty and personal care (BPC) category has emerged as one of the most powerful growth engines for quick commerce platforms in India. According to an ET report, this segment is now generating an estimated $100 million in monthly gross merchandise value (GMV). This staggering figure is only marginally lower than the average monthly beauty sales of industry giant Nykaa, highlighting the seismic shift in consumer behaviour.
Purchases that were once carefully planned are now being made on impulse, thanks to the promise of delivery within minutes. Devendra Meel, Chief Business Officer of Zepto, confirmed the trend, stating, "The BPC category has been one of the fastest-growing segments this year. We are seeing strong traction across core segments: makeup, skincare, and everyday beauty essentials." He also noted a significant rise in demand for high-end skincare and cosmetics on their platform.
Data and Brands Validate the Boom
Market research solidifies this explosive growth. Data from Redseer Strategy Consultants reveals that beauty sales on quick commerce platforms skyrocketed by 160% year-on-year in the last quarter. This growth rate massively outperforms the 20% increase observed on traditional ecommerce platforms during the same period, underscoring the unique appeal of instant gratification.
The channel's importance is now undeniable for brands. Quick commerce currently contributes between 7% and 25% of total sales for several direct-to-consumer and established companies. A notable example is Honasa Consumer, the parent company of Mamaearth and The Derma Co, which has identified quick commerce as its fastest-growing sales channel, accounting for roughly 10% of its overall revenue.
A Game Changer for Global and Local Players
The expanding reach of 10-minute delivery is capturing the attention of global beauty giants. L'Oreal CEO Nicolas Hieronimus recently highlighted its impact during an earnings call, saying, "In India, it's clearly a game changer for us because whether it's quick commerce or the traditional ecom platform, it allows us to reach consumers all over the country, which we couldn't do before."
This sentiment echoes across the industry, as the model democratizes access to both mass-market and premium beauty products. The convenience of instant delivery is not just creating new shopping habits but is also actively reshaping the competitive dynamics of India's beauty market, positioning quick commerce apps as formidable rivals to specialized beauty retailers.
