Quick commerce becomes lead channel for Indian beauty brands, with sales growing 90% a year

Quick commerce is now the fastest-growing sales channel for India's beauty and personal care brands. Beauty sales on these platforms stand at roughly $1 Bn in annualised gross merchandise value and are growing about 90% a year, per Redseer. Elara Securities estimates the channel will account for 25-30% of online BPC sales by FY30.

Several D2C brands say it has already displaced marketplaces. Haircare brand Moxie Beauty, which crossed ₹100 Cr in annualised revenue last December, now gets over 30% of sales from quick commerce. Renee Cosmetics, which reported ₹440 Cr in FY26 revenue, has seen the channel's share rise from about 3% to over 13% in two years. Asaya cofounder and CEO Neeraj Biyani said quick commerce did not exist for the skincare brand a year ago and marketplaces are no longer its biggest channel. Typsy Beauty, which raised ₹20 Cr in August to focus on quick commerce and offline retail, says the channel has grown about 5x in absolute terms.

Ad budgets are following sales. Moxie Beauty cofounder Nikita Khanna said the brand spends more on quick commerce because shoppers are buying there. Social media remains the largest ad line. Search data from 1DigitalStack shows volumes for 10 generic makeup keywords rose 236% on Blinkit between Q1 2025 and Q2 2026 and fell 76% on Amazon, though Amazon's volume still appears larger.

Brands are also changing products and operations. Renee Cosmetics created special packs for Blinkit, Zepto and Instamart after finding that purchases were often last-minute and not for full-size packs. Moxie Beauty favours a mix of small and full sizes. Typsy Beauty founder Kairavi Bharat Ram said replenishment cycles have moved from monthly to weekly, forcing city- and SKU-level planning. Founders name stockouts as the biggest risk, since they hurt rank, visibility and ad returns.

Marketplaces remain relevant. Most founders say intent-led shopping and discovery of premium products still happen on Nykaa, Myntra, Amazon and Flipkart. Bharat Ram said most new customers find Typsy through Instagram creator content, then convert on Nykaa, Blinkit or the brand's website. Analyst Karan Taurani of Elara Capital said beauty's higher gross and EBITDA margins explain why quick commerce platforms are pushing the category.