{"id":200429,"date":"2025-02-19T09:55:58","date_gmt":"2025-02-19T09:55:58","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=200429"},"modified":"2025-03-06T12:06:12","modified_gmt":"2025-03-06T12:06:12","slug":"state-of-beauty-india","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/","title":{"rendered":"Beauty Ecommerce in India: Winners, Losers, and Strategies That Matter"},"content":{"rendered":"<p><b>Quick stat alert<\/b>: The top 10 beauty ecommerce brands in India control two-thirds of total category traffic\u2014but new challengers are shaking things up.<\/p>\n<p>Yes, giants like <b>Nykaa<\/b> dominate. But fast-moving disruptors like <b>Tira Beauty<\/b> and <b>Dermaco<\/b> are gaining ground.<\/p>\n<p>What\u2019s fueling this shift? This report breaks down the trends shaping India\u2019s beauty ecommerce scene. Like:<\/p>\n<ul>\n<li aria-level=\"1\">Who are the <b>market leaders<\/b><\/li>\n<li aria-level=\"1\">The <b>trends are driving growth<\/b><\/li>\n<li aria-level=\"1\">How the <b>fast movers are gaining ground<\/b><\/li>\n<\/ul>\n<p>Some brands are winning with loyalty-driven strategies. Others use SEO, smart ad spending, and niche positioning to capture <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-demand\/\">market demand<\/a>. Consumers, meanwhile, are changing how they shop \u2014 from <b>searching for science-backed skincare<\/b> to <b>embracing K-beauty trends<\/b>.<\/p>\n<p><strong>Key takeaways:<\/strong><\/p>\n<ul>\n<li><b>India\u2019s beauty ecommerce market is buoyant<\/b><span style=\"font-weight: 400;\">, with 19M unique visitors and mobile driving 94% of traffic<\/span><\/li>\n<li><b>Search is the #1 <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/marketing-strategy\/website-traffic-sources\/\">traffic source<\/a><\/b><span style=\"font-weight: 400;\"> \u2014 50% of beauty ecommerce traffic comes from search, with 34% from non-branded keywords, creating opportunities for new brands<\/span><\/li>\n<li><b>Paid search is a mixed bag<\/b><span style=\"font-weight: 400;\"> \u2014 Tria Beauty thrives on $4.37M ad spend, but Nykaa struggles with ROI despite a $1.8M budget<\/span><\/li>\n<\/ul>\n<p>If you like this, then check out our report \u2018State of Beauty Ecommerce in India: What\u2019s Driving Growth?\u2019 There is also a preview at the bottom of the page.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Dig deeper with Similarweb<\/p>\n                                    <p class=\"post-banner__subtitle\">The all-in-one web intelligence solution<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\/\"\n                           data-disable-dynamic-tracking\n                        >Go to Similarweb<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<h2>The growth of beauty ecommerce in India<\/h2>\n<p><a href=\"https:\/\/www.similarweb.com\/top-websites\/india\/lifestyle\/beauty-and-cosmetics\/\">India\u2019s beauty ecommerce market<\/a> is expanding fast. More shoppers are buying online, and mobile leads the way. Seasonal sales spikes show that timing and promotions matter. But who\u2019s winning in this growing space? And what\u2019s driving change?<\/p>\n<p>We explore the biggest players, shifting <a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/consumer-behavior\/\">consumer behaviors<\/a>, and what brands need to know.<\/p>\n<h3>A market in motion<\/h3>\n<p>The Indian beauty ecommerce sector is thriving, with traffic and sales rising.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200433 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/online-performance-1.png\" alt=\"online performance of beauty ecommerce in India\u00a0\" width=\"727\" height=\"520\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/online-performance-1.png 727w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/online-performance-1-300x215.png 300w\" sizes=\"(max-width: 727px) 100vw, 727px\" \/><\/p>\n<ul>\n<li aria-level=\"1\"><b>19M unique visitors per month<\/b> browse beauty products online. That\u2019s 4% of all online traffic in India<\/li>\n<li aria-level=\"1\"><b>Mobile dominates <\/b>\u2014 94% of visits come from smartphones. Brands that don\u2019t optimize for mobile risk losing customers<\/li>\n<li aria-level=\"1\"><b>Seasonal surges matter<\/b>. Black Friday traffic jumped 2% YoY, proving shoppers respond to key retail events<\/li>\n<\/ul>\n<p>This growth is fueled by rising digital adoption and a shift toward convenience-first shopping. Consumers now expect <b>fast-loading mobile sites, frictionless checkout, and tailored recommendations<\/b>. This is not just India, it\u2019s a global phenomenon.<\/p>\n<p>For beauty brands, the takeaway is clear: success depends on a mobile-first, data-driven strategy.<\/p>\n<h3>Key players &amp; market leaders and the fight for traffic<\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200434 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/market-share.png\" alt=\"Beauty Ecommerce in India market share\" width=\"763\" height=\"521\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/market-share.png 763w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/market-share-300x205.png 300w\" sizes=\"(max-width: 763px) 100vw, 763px\" \/><\/p>\n<p>The beauty market is <b>highly concentrated<\/b> and led by a few brands:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Nykaa holds 24% of the total <\/b><a href=\"https:\/\/www.similarweb.com\/blog\/research\/market-research\/market-share-guide\/\"><b>market share<\/b><\/a>, making it the dominant player<\/li>\n<li aria-level=\"1\"><b>Tira Beauty and Dermaco are fast movers<\/b>. Dermaco\u2019s share had almost doubled from 3.73% to 7.59%<\/li>\n<li aria-level=\"1\"><b>Organic Harvest is slipping<\/b>, dropping from <b>5.08% to 1.55% <\/b>\u2014 a major decline<\/li>\n<\/ul>\n<p>What sets winners apart?<\/p>\n<ul>\n<li aria-level=\"1\"><b>Brand stickiness<\/b>: Nykaa\u2019s ecosystem keeps customers engaged, making it hard for rivals to take share<\/li>\n<li aria-level=\"1\"><b>New challengers<\/b>: Tira Beauty and Dermaco are winning over young, digital-first consumers with niche positioning<\/li>\n<li aria-level=\"1\"><b>Losing momentum<\/b>: Organic Harvest\u2019s drop shows that <b>staying relevant requires constant innovation<\/b><\/li>\n<\/ul>\n<p>The Indian beauty ecommerce market is growing \u2014 but that growth is not linear.<\/p>\n<h2>Consumer trends reshaping the market<\/h2>\n<p>India\u2019s beauty consumers are changing how they shop. Loyalty is shifting, and search behavior is evolving. Some brands win with retention-driven strategies, while others rely on SEO and content to capture demand.<\/p>\n<h3>Loyalty &amp; engagement \u2013 who\u2019s keeping their customers?<\/h3>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200435 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/audience-loyalty.png\" alt=\"Beauty Ecommerce in India audience loyalty\" width=\"766\" height=\"559\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/audience-loyalty.png 766w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/audience-loyalty-300x219.png 300w\" sizes=\"(max-width: 766px) 100vw, 766px\" \/><\/p>\n<p><a href=\"https:\/\/www.similarweb.com\/blog\/research\/audience-and-brand-building\/brand-loyalty\/\">Brand loyalty<\/a> is the new battleground.<\/p>\n<ul>\n<li aria-level=\"1\"><b>Nykaa dominates <\/b>with 50% customer retention and an exclusive audience of 60%. Its deep brand connection keeps shoppers coming back<\/li>\n<li aria-level=\"1\"><b>Tira Beauty <\/b>holds a 35% retention rate. Sure, it\u2019s engaging. But it\u2019s also struggling to build loyalty<\/li>\n<li aria-level=\"1\"><b>Clinikally and Organic Harvest<\/b> are doing well. Their personalized skincare and organic beauty products earn them 45-50% customer loyalty<\/li>\n<\/ul>\n<p><b>Takeaway<\/b>: Loyalty is about returning visitors <i>and<\/i> building brand affinity. Consumers gravitate toward brands that offer expertise, personalization, and a pain-free digital experience.<\/p>\n<h3>Search behavior: what consumers are looking for<\/h3>\n<p>Search is still a major driver behind India\u2019s beauty ecommerce growth.<\/p>\n<ul>\n<li aria-level=\"1\"><b>50% of online beauty traffic comes from search <\/b>\u2014 A good <a href=\"https:\/\/www.similarweb.com\/blog\/marketing\/seo\/seo-strategy\/\">SEO strategy<\/a> is a must-have<\/li>\n<li aria-level=\"1\"><b>34% of search clicks are non-branded<\/b>, allowing new players to capture demand<\/li>\n<\/ul>\n<p>Top-growing categories:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200437 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/branded-search.png\" alt=\"Beauty Ecommerce in India non branded search terms\" width=\"723\" height=\"526\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/branded-search.png 723w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/branded-search-300x218.png 300w\" sizes=\"(max-width: 723px) 100vw, 723px\" \/><\/p>\n<ul>\n<li aria-level=\"1\"><b>Sunscreen<\/b>: Demand surged <b>45% YoY<\/b>, driven by rising skin awareness and the fear of sun damage (\u201c<a href=\"https:\/\/www.nbcchicago.com\/news\/health\/health-wellness-science-news\/sunxiety-a-common-concern-among-patients-dermatologist-tips-to-ease-your-mind\/3497680\/\">sunxiety<\/a>\u201d)<\/li>\n<li aria-level=\"1\"><b>Serums &amp; Oils<\/b>: <b>34% increase<\/b> in searches for rosemary oil, vitamin C, and niacinamide \u2014 signaling strong interest in science-backed skincare<\/li>\n<li aria-level=\"1\"><b>Korean Beauty<\/b>: <b>99% YoY growth<\/b>. Laneige, Beauty of Joseon, and COSRX lead the trend<\/li>\n<li aria-level=\"1\"><b>Lip Care<\/b>: Lip balm demand surged <b>40%<\/b>, overtaking lipsticks and glosses. Is hydration over color the new priority?<\/li>\n<\/ul>\n<p><b>Takeaway<\/b>: Organic visibility matters. Search-driven demand will decide the next market leaders.<\/p>\n<h2>Competitive strategies \u2013 how brands are gaining an edge<\/h2>\n<p>The beauty ecommerce space is fiercely competitive. Brands are using <b>SEO, smart advertising, and strategic partnerships<\/b> to drive growth. Taking things a step further, others are also investing in <b>paid search<\/b>.<\/p>\n<h3>Clinikally &#8211; building through SEO &amp; affiliate growth<\/h3>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-200438\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/clinikally.png\" alt=\"clinikally home page\" width=\"1298\" height=\"943\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/clinikally.png 1298w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/clinikally-300x218.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/clinikally-1024x744.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/clinikally-768x558.png 768w\" sizes=\"(max-width: 1298px) 100vw, 1298px\" \/><\/p>\n<p>Here we break down Clinikally, and other brands, success in terms of growth and engagement.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200439 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/brands.png\" alt=\"Clinikally brand comparison\" width=\"731\" height=\"524\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/brands.png 731w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/brands-300x215.png 300w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/><\/p>\n<ul>\n<li aria-level=\"1\"><b>Clinikally saw 178% YoY growth<\/b>, ranking #1 for high-volume beauty keywords like Demelan cream and Glycolic acid cream<\/li>\n<li aria-level=\"1\"><b>The Deconstruct and Aqualogica expanded their reach<\/b> by building on affiliate partnerships with <b>GrabOn<\/b> and other networks<\/li>\n<\/ul>\n<p>Why it works:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Search-first shoppers<\/b>: Half of beauty ecommerce traffic comes from search. SEO is still a major channel in the Indian market<\/li>\n<li aria-level=\"1\"><b>Niche positioning<\/b>: Brands that carve out <b>specific expertise\u2014like dermatology-backed skincare\u2014win in search<\/b><\/li>\n<li aria-level=\"1\"><b>Affiliate power<\/b>: Strategic partnerships are helping brands tap into new audiences without heavy ad spend<\/li>\n<\/ul>\n<p>Brands investing in <b>SEO and affiliates<\/b> are seeing stronger, more cost-effective growth than those relying only on paid ads.<\/p>\n<h3>Paid search &amp; advertising efficiency<\/h3>\n<p>Some brands are winning with paid search. Others? Not so much. There\u2019s more to PPC than spending the cash.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200449 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/paid.png\" alt=\"Beauty sites paid search efficiency\" width=\"727\" height=\"511\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/paid.png 727w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/paid-300x211.png 300w\" sizes=\"(max-width: 727px) 100vw, 727px\" \/><\/p>\n<ul>\n<li aria-level=\"1\"><b>Tria Beauty spent $4.37M<\/b> on PPC and saw the highest growth<\/li>\n<li aria-level=\"1\"><b>Nykaa invested $1.8M but struggled with ROI<\/b>. Proof that big budgets don\u2019t guarantee success<\/li>\n<li aria-level=\"1\"><b>Clinikally, Foxtale, and Dot &amp; Key grew 164% <\/b>with minimal PPC spend, proving that targeted ad efficiency beats spending big bucks<\/li>\n<\/ul>\n<p>What this tells us:<\/p>\n<ul>\n<li aria-level=\"1\"><b>Smart spending matters<\/b>: More budget doesn\u2019t always mean better results<\/li>\n<li aria-level=\"1\"><b>Organic + paid = the winning formula<\/b>: Brands that balance SEO with strategic paid ads drive the best returns<\/li>\n<li aria-level=\"1\"><b>Refining ad strategy is key<\/b>: Inefficient PPC campaigns can burn budgets without real growth<\/li>\n<\/ul>\n<p><b>Takeaway<\/b>: Unsurprisingly, brands should combine organic visibility with efficient ad spend.<\/p>\n<h2>What this means for brands &amp; retailers<\/h2>\n<p>India\u2019s beauty ecommerce market is <b>growing fast\u2014but also shifting<\/b>. Winning brands need to <b>build loyalty, master SEO, and think carefully about their paid ad strategies<\/b>.<\/p>\n<p>Here\u2019s our quick 1-to-5 on what you need to do.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-200450 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/image4-1.png\" alt=\"5 strategies for the beauty market in India\" width=\"1375\" height=\"719\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/image4-1.png 1375w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/image4-1-300x157.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/image4-1-1024x535.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/image4-1-768x402.png 768w\" sizes=\"(max-width: 1375px) 100vw, 1375px\" \/><\/p>\n<h3>1. Go all-in on a mobile-first strategy<\/h3>\n<ul>\n<li aria-level=\"1\"><b>94% <\/b>of beauty ecommerce traffic comes from <b>smartphones<\/b><\/li>\n<li aria-level=\"1\">Slow, clunky mobile websites lose customers. <b>Speed and seamless checkout matter<\/b><\/li>\n<\/ul>\n<h3>2. Own search and create relevant content<\/h3>\n<ul>\n<li aria-level=\"1\"><b>50% of traffic comes from search<\/b>. SEO is critical<\/li>\n<li aria-level=\"1\"><b>34% of clicks come from non-branded searches. <\/b>New players can still win visibility with relevant content<\/li>\n<li aria-level=\"1\">Brands <strong>investing in SEO<\/strong> and content rank higher, <strong>grow faster, and spend less on ads<\/strong><\/li>\n<\/ul>\n<h3>3. Think about the customer and focus on niche strategies<\/h3>\n<ul>\n<li aria-level=\"1\">Brands with a <b>unique positioning \u2014 <\/b>like dermatology-backed skincare\u2014see stronger retention<\/li>\n<li aria-level=\"1\"><b>Tira Beauty and Clinikally are growing fast<\/b> thanks to their excellent engagement strategies<\/li>\n<\/ul>\n<h3>4. Spend smarter on ads<\/h3>\n<ul>\n<li aria-level=\"1\"><b>High PPC budgets don\u2019t guarantee success<\/b>. Nykaa spent $1.8M but struggled with ROI<\/li>\n<li aria-level=\"1\"><b>Clinikally, Foxtale, and Dot &amp; Key grew 164% <\/b>with smart, targeted ads<\/li>\n<li aria-level=\"1\">The key: <b>Balance paid and organic<\/b> for long-term efficiency<\/li>\n<\/ul>\n<h3>5. Capitalize on seasonal demand<\/h3>\n<ul>\n<li aria-level=\"1\"><b>Black Friday traffic jumped 2% YoY <\/b>\u2014 proving that promotions work<\/li>\n<li aria-level=\"1\">Brands that <b>align campaigns with major retail events<\/b> can capture high-intent shoppers<\/li>\n<\/ul>\n<p><b>Takeaway:<\/b> Anticipate trends. The best strategy combines mobile-first optimization, smart search tactics, and efficient ad spending.<\/p>\n<h2>What next?<\/h2>\n<p>India\u2019s beauty ecommerce market is vibrant and full of opportunity. But ignore mobile-first shopping, search-driven demand, and smart ad strategies at your peril.<\/p>\n<p>Want more? Then check out our report \u2018<b>State of Beauty Ecommerce in India: What\u2019s Driving Growth?\u2019<\/b><\/p>\n<p>Download the full report for deeper insights or book a demo with Similarweb to see how our data can help you outpace the competition.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Dig deeper with Similarweb<\/p>\n                                    <p class=\"post-banner__subtitle\">The all-in-one web intelligence solution<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/account.similarweb.com\/\"\n                           data-disable-dynamic-tracking\n                        >Go to Similarweb<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n<p>The <a href=\"https:\/\/www.similarweb.com\/corp\/about\/press-data\/\">Similarweb Press Office<\/a> can pull additional or updated data on request for the news media (write to <a href=\"mailto:press@similarweb.com\">press@similarweb.com<\/a>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\">similarweb.com\/blog\/insights\/<\/a>.<\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><b>Methodology<\/b><\/a><\/p>\n<p><b>Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners.<\/b> The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quick stat alert: The top 10 beauty ecommerce brands in India control two-thirds of total category traffic\u2014but new challengers are shaking things up. Yes, giants like Nykaa dominate. But fast-moving disruptors like Tira Beauty and Dermaco are gaining ground. What\u2019s fueling this shift? This report breaks down the trends shaping India\u2019s beauty ecommerce scene. Like: [&hellip;]<\/p>\n","protected":false},"author":529,"featured_media":200453,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6189,8272,7892,6588],"tags":[],"class_list":["post-200429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-ecommerce-news","category-insights","category-retail-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beauty Ecommerce in India: Winners, Losers, and Tactics | Similarweb<\/title>\n<meta name=\"description\" content=\"Discover what\u2019s fueling India\u2019s beauty ecommerce boom\u2014top brands, search trends, and winning strategies. See who\u2019s leading and who\u2019s gaining ground.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mir Jawad\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\"},\"author\":{\"name\":\"Mir Jawad\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/de3696b089f55c1884b25b55901cb20d\"},\"headline\":\"Beauty Ecommerce in India: Winners, Losers, and Strategies That Matter\",\"datePublished\":\"2025-02-19T09:55:58+00:00\",\"dateModified\":\"2025-03-06T12:06:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\"},\"wordCount\":1562,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png\",\"articleSection\":[\"Ecommerce\",\"Ecommerce News\",\"Insights\",\"Retail Insights\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\",\"name\":\"Beauty Ecommerce in India: Winners, Losers, and Tactics | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png\",\"datePublished\":\"2025-02-19T09:55:58+00:00\",\"dateModified\":\"2025-03-06T12:06:12+00:00\",\"description\":\"Discover what\u2019s fueling India\u2019s beauty ecommerce boom\u2014top brands, search trends, and winning strategies. See who\u2019s leading and who\u2019s gaining ground.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#breadcrumb\"},\"inLanguage\":\"\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage\",\"url\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png\",\"contentUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png\",\"width\":728,\"height\":408,\"caption\":\"Indian cosmetics industry\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.similarweb.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Beauty Ecommerce in India: Winners, Losers, and Strategies That Matter\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\",\"url\":\"https:\/\/www.similarweb.com\/blog\/\",\"name\":\"Similarweb\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.similarweb.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\",\"name\":\"Similarweb\",\"url\":\"https:\/\/www.similarweb.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/03\/1587374135933.png\",\"contentUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/03\/1587374135933.png\",\"width\":200,\"height\":200,\"caption\":\"Similarweb\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/Similarweb\",\"https:\/\/x.com\/Similarweb\",\"https:\/\/www.youtube.com\/channel\/UCVCI01HR6iB4AA4ChW08cvQ\",\"https:\/\/www.instagram.com\/similarwebinsights\/\",\"https:\/\/www.linkedin.com\/company\/similarweb\",\"https:\/\/en.wikipedia.org\/wiki\/Similarweb\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/de3696b089f55c1884b25b55901cb20d\",\"name\":\"Mir Jawad\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/08\/mir.jpeg\",\"contentUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/08\/mir.jpeg\",\"caption\":\"Mir Jawad\"},\"description\":\"For the past seven years, Mir has been working with leading online market intelligence companies, helping businesses across Australia, New Zealand, and the Southeast Asia region shape their e-commerce strategies, enhance their digital presence, and democratize data to drive decision-making. With a deep passion for storytelling through data and a strong focus on consumer behavioral insights, Mir thrives on navigating complex business challenges in the digital world for his clients. Outside the data world, Mir loves exploring Sydney\u2019s natural beauty, whether it\u2019s hiking scenic national parks or taking relaxing walks along the city\u2019s amazing beaches.\",\"sameAs\":[\"https:\/\/www.similarweb.com\/\"],\"url\":\"https:\/\/www.similarweb.com\/blog\/author\/mir-jawad\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Beauty Ecommerce in India: Winners, Losers, and Tactics | Similarweb","description":"Discover what\u2019s fueling India\u2019s beauty ecommerce boom\u2014top brands, search trends, and winning strategies. See who\u2019s leading and who\u2019s gaining ground.","robots":{"max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/","twitter_misc":{"Written by":"Mir Jawad","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#article","isPartOf":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/"},"author":{"name":"Mir Jawad","@id":"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/de3696b089f55c1884b25b55901cb20d"},"headline":"Beauty Ecommerce in India: Winners, Losers, and Strategies That Matter","datePublished":"2025-02-19T09:55:58+00:00","dateModified":"2025-03-06T12:06:12+00:00","mainEntityOfPage":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/"},"wordCount":1562,"publisher":{"@id":"https:\/\/www.similarweb.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage"},"thumbnailUrl":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png","articleSection":["Ecommerce","Ecommerce News","Insights","Retail Insights"],"inLanguage":""},{"@type":"WebPage","@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/","url":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/","name":"Beauty Ecommerce in India: Winners, Losers, and Tactics | Similarweb","isPartOf":{"@id":"https:\/\/www.similarweb.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage"},"image":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage"},"thumbnailUrl":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png","datePublished":"2025-02-19T09:55:58+00:00","dateModified":"2025-03-06T12:06:12+00:00","description":"Discover what\u2019s fueling India\u2019s beauty ecommerce boom\u2014top brands, search trends, and winning strategies. See who\u2019s leading and who\u2019s gaining ground.","breadcrumb":{"@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#breadcrumb"},"inLanguage":"","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/"]}]},{"@type":"ImageObject","inLanguage":"","@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#primaryimage","url":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png","contentUrl":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2025\/02\/cosmetics1.png","width":728,"height":408,"caption":"Indian cosmetics industry"},{"@type":"BreadcrumbList","@id":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/state-of-beauty-india\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.similarweb.com\/"},{"@type":"ListItem","position":2,"name":"Beauty Ecommerce in India: Winners, Losers, and Strategies That Matter"}]},{"@type":"WebSite","@id":"https:\/\/www.similarweb.com\/blog\/#website","url":"https:\/\/www.similarweb.com\/blog\/","name":"Similarweb","description":"","publisher":{"@id":"https:\/\/www.similarweb.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.similarweb.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":""},{"@type":"Organization","@id":"https:\/\/www.similarweb.com\/blog\/#organization","name":"Similarweb","url":"https:\/\/www.similarweb.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"","@id":"https:\/\/www.similarweb.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/03\/1587374135933.png","contentUrl":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2021\/03\/1587374135933.png","width":200,"height":200,"caption":"Similarweb"},"image":{"@id":"https:\/\/www.similarweb.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Similarweb","https:\/\/x.com\/Similarweb","https:\/\/www.youtube.com\/channel\/UCVCI01HR6iB4AA4ChW08cvQ","https:\/\/www.instagram.com\/similarwebinsights\/","https:\/\/www.linkedin.com\/company\/similarweb","https:\/\/en.wikipedia.org\/wiki\/Similarweb"]},{"@type":"Person","@id":"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/de3696b089f55c1884b25b55901cb20d","name":"Mir Jawad","image":{"@type":"ImageObject","inLanguage":"","@id":"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/08\/mir.jpeg","contentUrl":"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/08\/mir.jpeg","caption":"Mir Jawad"},"description":"For the past seven years, Mir has been working with leading online market intelligence companies, helping businesses across Australia, New Zealand, and the Southeast Asia region shape their e-commerce strategies, enhance their digital presence, and democratize data to drive decision-making. With a deep passion for storytelling through data and a strong focus on consumer behavioral insights, Mir thrives on navigating complex business challenges in the digital world for his clients. Outside the data world, Mir loves exploring Sydney\u2019s natural beauty, whether it\u2019s hiking scenic national parks or taking relaxing walks along the city\u2019s amazing beaches.","sameAs":["https:\/\/www.similarweb.com\/"],"url":"https:\/\/www.similarweb.com\/blog\/author\/mir-jawad\/"}]}},"lang":"en","translations":{"en":200429},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/200429","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/users\/529"}],"replies":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/comments?post=200429"}],"version-history":[{"count":4,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/200429\/revisions"}],"predecessor-version":[{"id":200824,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/posts\/200429\/revisions\/200824"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/media\/200453"}],"wp:attachment":[{"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/media?parent=200429"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/categories?post=200429"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.similarweb.com\/blog\/wp-json\/wp\/v2\/tags?post=200429"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}