Discover Why India is the World’s Fastest Growing Online Beauty Market: Insights from NielsenIQ

India is rapidly becoming the world’s top market for online beauty products. From June to November 2024, online beauty sales jumped 39% in value compared to the previous year. In contrast, physical store sales only grew by 3%. This shift is emphasized by Tara James Taylor, a senior executive at NielsenIQ, who noted that more consumers are turning to online shopping.

Taylor explained that young shoppers are driving this change. They are eager to explore new products and are influenced by social media. This curiosity is reshaping the beauty market, which is now valued at $28 billion in India.

More people are making beauty purchases online—17% of consumers now shop for beauty products through e-commerce, up from 13% just a year ago. Brazil follows closely behind India, growing at 27%.

The surge in online beauty sales includes popular luxury brands like MAC, Clinique, and Dior, as well as well-known mid-tier brands like L’Oreal and Lakme. Mass-market brands like Sugar are also thriving. These products are available on various platforms, including Amazon, Myntra, and Nykaa.

Nykaa reported a 30% increase in beauty orders during the last quarter, while fashion sales remained flat. Their quick delivery service is a significant advantage, with 70% of beauty orders in major cities delivered within one or two days.

Trends in the beauty market are also evolving. Clean and sustainable beauty products are gaining popularity, with consumers increasingly focused on ingredients. According to NielsenIQ, while fragrances and haircare lead global growth, makeup is the fastest-growing category in India, increasing by 15.5% in value sales, followed by skincare at 10.5%.

In the past two years, over two dozen international beauty brands have launched in India, highlighting the country’s growing appeal. Retailers are responding to this trend—Shoppers Stop, for example, has exclusive rights to sell MAC and Clinique, and has partnered with NARS Cosmetics to distribute Shiseido’s products.

As the beauty market in India continues to expand, it’s clear that online shopping is here to stay, making it an exciting time for both consumers and brands alike.



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