Rising demand from Tier II and III cities is driving Amazon.in’s premium beauty expansion, with global skincare, fragrances and grooming brands set to launch this year
Amazon India has announced a major expansion of its premium beauty portfolio, with more than 100 new international and domestic brands set to launch on the platform in 2026 as the e-commerce giant strengthens its position in India’s rapidly growing online beauty market.
The new additions will include globally recognised names such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche Posay, Eucerin and Paula’s Choice, alongside Japanese, Australian, French and Middle Eastern beauty labels.
The company said the expansion comes amid accelerating demand for premium beauty products across India, particularly in smaller cities and towns. According to Amazon India, more than 50 per cent of premium beauty demand now originates from Tier II and III markets including Thrissur, Dehradun, Patiala, Guwahati and Kolhapur.
Siddharth Bhagat, Director – Beauty at Amazon India, said India’s beauty market is witnessing a transition from “availability-led shopping” to “discovery-led consumption”, driven by increasing awareness of global beauty trends and digital influence.
He noted that Amazon India’s premium beauty segment has grown 50 per cent year-on-year, while demand for K-beauty and French pharmacy skincare products has nearly doubled over the same period.
The platform has also reported sharp growth in Middle Eastern fragrance brands such as Rasasi, Ahmed Al Maghribi and Lattafa, with sales in the category rising nearly threefold year-on-year as consumers increasingly gravitate towards oud and attar-based fragrances popularised through social media.
In skincare, clinically positioned international brands including CeraVe, Avène and Embryolisse are seeing strong traction among Indian consumers seeking science-backed beauty solutions.
Amazon India also highlighted rapid growth in premium men’s grooming, with categories such as multi-groomers, body groomers and all-in-one grooming kits recording over 2.5 times year-on-year growth. The company attributed the momentum to increased adoption of comprehensive grooming routines and targeted campaigns including No Shave November.
Alongside portfolio expansion, Amazon is investing in technology-led shopping tools aimed at improving product discovery and personalisation. These include Rufus, its generative AI-powered shopping assistant, Amazon Lens AI for image-based product discovery, and features such as Virtual Try-On and SkinCare Advisor.
The company added that nearly half of all beauty orders across India’s top 100 cities are now delivered on the same or next day, reflecting growing demand for faster fulfilment in the category.
Amazon India said customers can expect additional premium beauty launches and promotional offers during its Prime Day sale scheduled for July.
