Quick commerce is rapidly redrawing the contours of India’s beauty and personal care market, turning what was once a considered online purchase into an almost spontaneous decision delivered within minutes. Skincare serums, makeup essentials and everyday beauty products are increasingly joining grocery baskets on instant delivery apps, signalling a structural shift in how consumers shop for beauty.
Industry estimates suggest beauty and personal care sales on quick commerce platforms have climbed to roughly $100 million in monthly gross merchandise value. That figure is approaching the average monthly beauty sales recorded by specialist online retailer Nykaa, underscoring how fast the category has scaled on ultra-fast delivery platforms. Until recently, quick commerce was largely associated with emergency grocery runs and household essentials. Beauty is now emerging as one of its strongest growth engines.
Executives say demand is rising across makeup, skincare and daily-use beauty items, with a notable tilt towards premium products. Zepto chief business officer Devendra Meel said the category has delivered some of the fastest growth on the platform this year, driven by higher discovery and impulse-led buying. Consumers are no longer waiting for planned sales or replenishment cycles and are instead opting for instant access.
Data from Redseer Strategy Consultants highlights the pace of this change. Beauty sales on quick commerce platforms grew 160 percent year on year in the most recent quarter, sharply outperforming the roughly 20 percent growth seen on traditional ecommerce channels. The speed, convenience and visibility offered by instant delivery are pulling demand away from slower formats.
Global and domestic brands are taking note. L’Oréal chief executive Nicolas Hieronimus recently said India has become a critical market as digital platforms allow brands to reach consumers nationwide with far greater speed and scale than before. For several direct-to-consumer and established beauty players, quick commerce already contributes between 7 percent and 25 percent of total sales. At Honasa Consumer, which owns Mamaearth and The Derma Co., the channel has emerged as its fastest-growing sales route, accounting for around a tenth of revenue.
As impulse buying replaces planned shopping, quick commerce is no longer just about speed. It is reshaping how beauty is discovered, purchased and consumed across urban India.
