This initiative aligns with a broader trend in India’s beauty market, where consumers are shifting from purchase-driven habits to more aspirational and discovery-based shopping experiences, spurred by social media influences, global exposure, and increasing disposable income outside metropolitan areas.
This year, Amazon.in will introduce international names such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche-Posay, Paula’s Choice, and the Japanese brand Anessa, among others.
The ecommerce giant is also enhancing its offerings with Japanese, Australian, and French beauty brands, as well as Middle Eastern fragrance products, reflecting a growing consumer preference for international beauty items. The premium beauty sector on Amazon India has reportedly grown by 50% year-on-year, with demand increasingly arising from smaller towns rather than just metro cities. Notably, over half of the demand for premium beauty now comes from tier-2 and tier-3 locations like Thrissur, Dehradun, Patiala, Guwahati, and Kolhapur, indicating a rising interest in premium skincare, fragrances, and cosmetics outside of India’s largest urban centers.
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“India’s beauty market is experiencing a distinct transition from availability-led shopping to more purposeful, discovery-oriented consumption,” stated Siddharth Bhagat, Director – Beauty at Amazon India. He noted that the demand for Korean beauty and French pharmacy skincare has nearly doubled on the platform within the past year.
According to Amazon, segments such as K-beauty and French pharmacy skincare—including brands like CeraVe and Avène—have seen a nearly 2X increase year-on-year, while Middle Eastern fragrance brands such as Lattafa and Rasasi have expanded nearly 3X, fueled by the popularity of oud-based scents and social media discovery.
The premium men’s grooming category is also rapidly growing, with sales of multi-groomers and all-in-one grooming kits increasing more than 2.5X year-on-year, demonstrating a heightened willingness among male consumers to invest in grooming and self-care.
This expansion occurs amidst heightened competition from ecommerce platforms in India’s burgeoning beauty sector, where premiumization is becoming a central theme and global brands are increasingly considering India as a significant growth market. Customers can also look forward to new beauty launches and promotions during the Prime Day sale in July.
This version focuses on the market evolution, tier-2/3 demand, and premiumization trend while framing the company announcement as the central element.
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(Edited by : Asmita Pant)
