How ingredient-led shopping and men’s beauty are rewriting Amazon India’s beauty playbook
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India’s online beauty market is shifting from impulse purchases to informed consumption—and Amazon India believes that change is reshaping how beauty brands are built, discovered and scaled. As consumers become more ingredient-aware and creators increasingly influence buying journeys, categories such as skincare, men’s grooming and global beauty formats are emerging as the company’s next growth levers.
Those shifts were central to conversations at Beautyverse 2026, Amazon India’s flagship beauty discovery platform. Ahead of Prime Day, the event brought together over 2,500 attendees and 1,500 creators, while extending the experience nationwide through a dedicated storefront to drive beauty discovery and shopping.
The event also featured celebrities including Ananya Panday, Shilpa Shetty, Sonakshi Sinha, Jacqueline Fernandez, Mira Kapoor and Karisma Kapoor.
“The biggest consumer shift we are seeing is awareness,” Siddharth Bhagat, director – beauty, Amazon India, told Fortune India. “Customers are not searching only for brands anymore. They are searching backwards from a concern.”
Consumers are increasingly searching around acne, pigmentation, anti-ageing and targeted skincare concerns, while actively seeking ingredients such as niacinamide, retinol, vitamin C and kojic acid.
That shift is changing purchase behaviour.
“Consumers are now building regimes instead of buying one product. They’re purchasing multiple products together because they understand formulations better and know what they want to achieve,” Bhagat said.
Skincare remains Amazon’s largest beauty segment, but globally inspired categories are growing rapidly. Korean beauty and French pharmacy skincare have doubled this year, while Middle Eastern fragrances have grown threefold, according to Bhagat. Amazon is also seeing early momentum in Japanese beauty as Indian consumers become more experimental and ingredient-aware.
What is driving the next wave of beauty consumption?
Another category gaining momentum is men’s grooming and beauty as consumers move beyond basic personal care into specialised skincare, haircare and grooming routines.
“For years, there were very few products built specifically for men. Consumers were using generic products across categories. That has changed,” Bhagat said.
Brands are now launching dedicated product lines across face care, sunscreens, serums, beard care, body grooming and hair solutions for men.
“Men are becoming more demanding. They are following influencers, understanding their skin and hair needs, and choosing products accordingly,” he said. “This category is going to become even more specialised over time.”
Amazon also sees creator-led commerce becoming central to beauty consumption and currently works with more than 1.2 lakh beauty creators across its ecosystem.
“We want creators and brands to come together to build trends and take them to consumers across the country,” Bhagat said.
Technology remains another focus area, with Amazon investing in AI-led personalisation and discovery through Rufus, its shopping assistant.
The next growth engine may lie outside metros, with premium beauty demand expanding across tier-II and tier-III markets.
“There was always aspiration and awareness. The access problem has gone away,” Bhagat said. “Now consumers across India want the same products and experiences—and they expect them faster.”