Mumbai: Flipkart has recorded a 50% year-on-year growth in its beauty and personal care category, with GenZ shoppers now accounting for nearly 60% of all beauty purchases on the platform. Smaller cities are fueling a significant portion of this growth, as two out of three beauty searches on the platform originate from non-metro cities such as Cuttack, Bardhaman, and Gorakhpur.
Category Growth Across Segments
The expansion spans multiple segments. Premium beauty has experienced over 60% year-on-year growth, while perfumes have seen more than 45% growth. Men's grooming is another area gaining increased traction. Flipkart’s strategy focuses on building a presence across pricing tiers, according to Sakait Chaudhary, Senior Vice President and Head of Softlines, Grocery and Marketplace at Flipkart.
Leveraging Reach and Competition
The company plans to utilize its reach across all pin codes to boost its beauty business amid competition from numerous players. “Beauty is a way of living now,” Chaudhary stated. Flipkart aims to capitalize on this trend by offering a wide range of products catering to diverse consumer needs.
