Amazon expands Beautyverse beyond the stage, turns flagship event into nationwide beauty commerce play

Amazon India is scaling its ambitions in India’s fast-growing beauty market by turning its flagship beauty event into a nationwide commerce and discovery platform.

The e-commerce giant has announced the return of Beautyverse 2026, scheduled to be held in Mumbai on June 20, while simultaneously extending the experience online through a dedicated storefront on Amazon.in for the first time. The move comes as marketplaces increasingly compete not just on assortment and pricing, but on discovery, creator influence and customer engagement.

The company says this year’s edition will be its biggest yet, bringing together more than 2,000 attendees, over 70 beauty brands, 600 creators, celebrities and Prime members. By opening access digitally, Amazon is seeking to transform a one-day event into a broader customer acquisition and conversion engine ahead of its marquee Prime Day sale in July.

“Last year, Beautyverse brought together over 1,400 attendees and brands who witnessed 1.6X growth in their business post the event. This year, we’re bringing together over 2,000 attendees, 70 brands, India’s biggest celebrities, more than 600 creators and Prime members,” said Siddharth Bhagat, director – Beauty, Amazon India.

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The initiative reflects a larger shift underway in beauty retail, where content, creators and commerce are increasingly converging. Beauty shoppers today are discovering products through creators, celebrity communities and social-led recommendations before making purchasing decisions online.

Beautyverse 2026 will feature celebrity-led sessions with Ananya Panday, Shilpa Shetty, Sonakshi Sinha, Karisma Kapoor, Jacqueline Fernandez, Mira Kapoor and Urfi Javed, alongside conversations involving beauty founders, creators and industry executives.

Amazon is also using the platform to spotlight emerging beauty consumption trends. Categories such as Japanese beauty, French pharmacy skincare, premium haircare, Middle Eastern fragrances, ingredient-led skincare and men’s grooming are expected to remain key demand drivers.

The company says premium beauty on Amazon.in continues to grow 1.5 times year-on-year as Indian consumers increasingly seek global labels and higher-value purchases.

Participating global brands this year include Anessa, La Roche-Posay, Eucerin, Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, Paula’s Choice and Biodance, alongside Indian brands.

The company will further integrate Beautyverse with Prime Day through creator-led content, new product launches and promotional offers, signalling Amazon’s broader push to turn inspiration-led browsing into measurable commerce.