The move comes amid a broader shift in India’s beauty market, where consumers are increasingly moving beyond availability-led purchases to more aspirational and discovery-driven consumption, fuelled by social media trends, global exposure and rising spending power outside metros.
The new brand additions on Amazon.in this year will include international names such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche-Posay, Paula’s Choice and Japanese sunscreen brand Anessa, among others.
The ecommerce major said it is also expanding access to Japanese, Australian and French beauty labels, along with Middle Eastern fragrance brands, reflecting changing consumer preferences for international beauty products.
The premium beauty segment on Amazon India grew 50% year-on-year, according to the company, with demand increasingly coming from smaller towns rather than just metro cities. More than half of premium beauty demand now originates from tier-2 and tier-3 locations such as Thrissur, Dehradun, Patiala, Guwahati and Kolhapur, signalling growing appetite for premium skincare, fragrances and cosmetics beyond India’s largest cities.
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“India’s beauty industry is seeing a clear shift from availability-led shopping to more intentional, discovery-led consumption,” said Siddharth Bhagat, Director – Beauty at Amazon India, adding that demand for Korean beauty and French pharmacy skincare has nearly doubled on the platform over the past year.
According to Amazon, categories such as K-beauty and French pharmacy skincare — including brands like CeraVe and Avène — have seen nearly 2X growth year-on-year, while Middle Eastern fragrance labels such as Lattafa and Rasasi have expanded nearly 3X, driven by demand for oud-based scents and social media-led discovery.
Premium men’s grooming is also emerging as a fast-growing category, with sales of multi-groomers and all-in-one grooming kits rising more than 2.5X year-on-year, highlighting a growing willingness among male consumers to spend on grooming and self-care.
The expansion comes as ecommerce platforms intensify competition in India’s fast-growing beauty market, where premiumisation has become a key theme and global brands are increasingly looking at India as a high-growth opportunity. Amazon said customers can also expect fresh beauty launches and offers during its Prime Day sale in July.
This version is more newsy than PR, foregrounds the market shift, tier-2/3 demand and premiumisation trend, while using the company announcement as the peg.
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(Edited by : Asmita Pant)
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