Business · Companies · 3 hrs ago
Quick Commerce Gains Ground With India's Beauty Brands
Quick-commerce platforms are gaining ground with India's beauty and personal care brands as shoppers increasingly buy products through fast-delivery apps.
Sales of beauty products on these platforms have reached about $1 billion in annualised gross merchandise value and are growing by roughly 90% a year, according to Redseer.
Some brands now get more sales from quick commerce than from marketplaces, which were previously their leading online channel.
Moxie Beauty says quick commerce accounts for more than 30% of its sales, while Renee Cosmetics says its share has risen from about 3% to more than 13% in two years.
Brands are shifting more advertising money to quick-commerce apps as sales there increase, while marketplaces remain important for comparing products, reading reviews and discovering premium items.
The competition between the two channels is still unsettled, and brands are adjusting product sizes and marketing plans to serve both.
Quick commerce is becoming a major sales channel for India’s beauty and personal care brands, prompting some to reconsider their reliance on online marketplaces.
Beauty sales on quick-commerce platforms have reached about $1 billion in annualised gross merchandise value and are growing by about 90% a year, according to Redseer.
Elara Securities estimates quick commerce will account for 25–30% of online beauty and personal care sales by FY30.
Brands including Moxie Beauty, Renee Cosmetics and Typsy Beauty have reported rising sales shares or growth through the channel.
Marketplaces remain important for product discovery, comparisons and reviews, leaving brands to adjust their strategies across both channels.
- Who
- India’s beauty and personal care brands, including Moxie Beauty, Renee Cosmetics and Typsy Beauty.
- What
- Brands are shifting more sales and investment towards quick commerce while reassessing their use of online marketplaces.
- When
- The shift has accelerated over the past couple of years. Elara Securities forecasts the channel’s share of online BPC sales by FY30.
- Where
- India, on quick-commerce platforms such as Blinkit, Instamart and Zepto.
- Why
- Consumers are choosing to buy beauty products through quick commerce, and brands are responding to rising sales. The channel also offers high margins, according to Elara Capital executive Karan Taurani.
This story does not have two clearly opposing sides.
Asaya’s Neeraj Biyani said quick commerce did not exist as a channel for the brand, and marketplaces were its largest channel.
Renee Cosmetics’ share of sales from quick commerce rose from about 3% to over 13%.
Typsy Beauty’s quick-commerce sales had grown about fivefold in absolute terms compared with a year earlier.
- Quick-commerce beauty sales
- About $1 billion in annualised GMV
- Annual growth
- About 90%, according to Redseer
- FY30 forecast
- 25–30% of online BPC sales, according to Elara Securities
- Moxie Beauty
- Quick commerce accounts for more than 30% of sales
What people are saying
Beauty has got a very premium gross margin, and higher EBITDA margin as compared to other categories.That is why quick commerce is also getting on this aggressively
A year ago it was a single-digit share of our revenue. Today, it has grown about 5x in absolute terms, faster than any other channel