Gen Z drives 60 per cent of Flipkart beauty purchases, says report

MUMBAI: Beauty may be skin deep, but the numbers are speaking volumes. Gen Z shoppers are increasingly shaping India’s beauty economy, accounting for nearly 60 per cent of purchases on Flipkart’s Beauty and Personal Care platform as the category recorded 50 per cent year-on-year growth, according to insights unveiled at Glam Up Fest 2026 in New Delhi.

The findings highlight a broader shift in India’s beauty landscape, where younger consumers are driving demand not only for everyday products but also for premium, science-backed and globally inspired beauty offerings.

What is particularly striking is where this growth is coming from. Two out of every three beauty-related searches on Flipkart now originate from non-metro markets, signalling that beauty consumption is expanding well beyond India’s largest cities. Consumers from places such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar and Sangli are increasingly participating in trends that were once concentrated in urban centres.

The category’s momentum was visible across multiple segments. Premium beauty products grew by more than 60 per cent year-on-year, while fragrances recorded growth exceeding 45 per cent. Men’s grooming emerged as the fastest-growing category, rising 65 per cent as consumers showed increasing interest in products such as sunscreens, face washes and hair serums.

Flipkart’s scale is equally telling. The platform said 12 beauty products are now purchased every second, while demand for beauty products through Flipkart Minutes expanded fivefold over the past year, reflecting the growing convergence of beauty and quick commerce.

At the event, the company also released its Annual Beauty Trends Report 2.0, developed in partnership with Quantum Consumer Solutions. The report pointed to rising consumer interest in clinically backed skincare, ingredient-led formulations and international beauty trends, particularly among younger shoppers who are treating beauty as a daily lifestyle ritual rather than an occasional indulgence.

To capitalise on evolving consumer preferences, Flipkart introduced its Global Luxe Beauty Store, bringing more than 100 international brands under one roof. The offering spans skincare, fragrances and K-Beauty products, featuring brands such as Eucerin, CeraVe, Calvin Klein, Biore, Lattafa and Tir Tir.

The company is also taking its beauty push deeper into Bharat. Following the success of Glam Up Fest in Delhi, Flipkart has announced plans to expand the initiative into tier-2 and tier-3 markets. Its first such event in Guwahati attracted more than 600 content creators, underlining the growing influence of regional creators in shaping beauty conversations and purchase decisions.

The numbers suggest that India’s beauty boom is no longer confined to metro shelves or premium malls. From quick-commerce baskets and skincare routines to fragrance collections and grooming kits, consumers across the country are embracing beauty in new ways and Gen Z appears to be leading the makeover.