Gen Z, Non-Metro Shoppers Fuel 50% Growth in Flipkart’s Beauty Category
Gen Z consumers and non-metro shoppers are driving growth in Flipkart’s beauty segment, which recorded a 50% year-on-year increase, according to insights shared at Glam Up Fest 2026.
SociapaHQ
Insights shared at Glam Up Fest 2026 have revealed that Gen Z consumers and shoppers from non-metro markets are emerging as the key growth drivers for Flipkart’s beauty and personal care business, which clocked a 50% year-on-year growth.
The e-commerce platform said Gen Z is driving almost 60% of all purchases made on its Beauty and Personal Care platform, highlighting the demographic’s growing influence on beauty consumption trends in India.
A substantial chunk of this growth is coming from beyond the metro cities. The company claims that two out of three beauty product searches on Flipkart are now from non-metro markets. In cities such as Cuttack, Gorakhpur, Kottayam, Guntur, Jamnagar and Sangli, consumers are increasingly adopting advanced skincare and lifestyle trends previously seen only in larger urban centres.
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Beauty Boom Continues:
The growth momentum was visible across multiple segments. Men’s grooming emerged as the fastest-growing category, recording a 65% increase, driven by demand for products such as sunscreens, face washes and hair serums. Premium beauty products grew by over 60% year-on-year, while the fragrance category expanded by more than 45%.
The platform also stated that consumers now buy 12 beauty products every second on Flipkart. The company’s quick-commerce offering Flipkart Minutes has seen demand jump five times in the last year.
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Flipkart in association with Quantum Consumer Solutions, has released its Annual Beauty Trends Report 2.0 to understand more on changing consumer preferences. The report showed that younger consumers are increasingly regarding skincare as an ingredient-led daily wellness ritual, rather than an occasional indulgence.
Flipkart has launched its Global Luxe Beauty Store to meet the growing demand for premium and international beauty products, bringing together over 100 international skincare, fragrance and K-Beauty brands like Eucerin, CeraVe, Calvin Klein, Biore, Lattafa and Tir Tir under one digital roof.
Going forward, the company is looking to take its Glam Up Fest initiative beyond New Delhi to tier-2 and tier-3 markets. This comes after a pilot event in Guwahati that brought together over 600 regional content creators to help shape local beauty and lifestyle trends.
