Quick commerce makeup sales hit Rs 938 crore in July 2026

MUMBAI: Beauty is getting a faster makeover, and quick commerce is clearly enjoying the glow-up. Makeup has become a bigger online business on quick-commerce platforms than on Amazon in India, with the category reaching Rs 938 crore in July 2026 compared with Rs 418 crore on Amazon, according to a new report by media technology and market intelligence company 1DigitalStack.

The report, titled ‘Makeup Category Insights: What’s Growing, What’s Shifting?’, analyses makeup sales across Amazon and the quick-commerce platforms Blinkit, Swiggy Instamart and Zepto between July 2025 and July 2026. Its findings show that the shift towards faster delivery is not limited to everyday essentials, with beauty products increasingly finding space in the quick-commerce basket.

In July 2026, the quick-commerce makeup category was 2.2 times the size of Amazon’s. On a monthly basis, quick commerce recorded an average category size of around Rs 72 crore during the period, compared with around Rs 32 crore on Amazon.

The gap also widened by July. Quick-commerce makeup sales reached Rs 82.8 crore for the month, while Amazon stood at Rs 36.7 crore. Compared with July 2025, the category was 1.4 times larger on quick commerce and 1.3 times larger on Amazon.

The numbers suggest that quick commerce is not merely borrowing a few makeup purchases from traditional e-commerce. The category is expanding across several parts of the makeup portfolio, giving platforms such as Blinkit, Swiggy Instamart and Zepto a broader beauty play beyond the convenience of delivering products within a short window.

Lip makeup remained the largest category on both channels, but the growth story was markedly different. On Amazon, lip makeup grew 43.7 per cent, rising from Rs 8.7 crore to Rs 12.5 crore, while quick commerce saw the category grow 12.9 per cent, from Rs 34.1 crore to Rs 38.5 crore.

The more striking movement came from categories beyond lips. Face makeup was the fastest-growing makeup segment on quick commerce, jumping 98.6 per cent from Rs 6.9 crore to Rs 13.7 crore between July 2025 and July 2026.

Eye makeup was another strong performer, growing 62 per cent from Rs 9.2 crore to Rs 14.9 crore. Nail makeup followed with an 80.6 per cent increase, climbing from Rs 3.6 crore to Rs 6.5 crore.

Makeup kits also saw substantial growth on quick commerce, rising 70.4 per cent from Rs 5.4 crore to Rs 9.2 crore. The spread across face, eye, nail and kit categories indicates that the quick-commerce opportunity is extending beyond individual impulse purchases into a wider makeup assortment.

That distinction matters because lip products remain the largest category on both platforms, but the quickest growth is coming from other parts of the beauty shelf. Face makeup, in particular, nearly doubled on quick commerce over the period, giving the segment one of the strongest growth curves in the report.

The numbers also underline the different scale of the two online channels. While Amazon’s makeup category reached Rs 418 crore in July 2026 against Rs 938 crore for quick commerce in the report’s category measurement, the monthly figures were Rs 36.7 crore and Rs 82.8 crore, respectively.

With quick commerce averaging around Rs 72 crore a month compared with Amazon’s Rs 32 crore across the July 2025 to July 2026 period, the category has developed a sizeable base on delivery-led platforms. The report’s data suggests that convenience is increasingly intersecting with beauty shopping, particularly as consumers can discover and order products across a broader range of makeup categories.

For the beauty market, the most interesting shift may therefore be happening beyond the lipstick aisle. Quick commerce’s stronger showing across face, eye, nail and kit products points to a category that is becoming broader as well as bigger, giving makeup another fast-moving route from the digital shelf to the dressing table.