Premium perfumes and identity-led beauty consumption are outpacing functional grooming products as India’s online beauty and personal care market expands rapidly, according to Redseer
India’s online beauty and personal care (BPC) market is witnessing a significant consumption shift, with fragrances overtaking deodorants in the digital channel as consumers increasingly gravitate towards premium and identity-driven products, according to a report by Redseer Strategy Consultants.
The report estimated India’s online BPC market at nearly Rs 56,000 crore in FY26, growing around 35 per cent year-on-year. However, the sharper transition is unfolding within category preferences, where aspiration-led purchases are beginning to outpace traditional functional grooming products.
Fragrances now contribute nearly 6 per cent to the overall online BPC market and are expanding at 30–35 per cent year-on-year, Redseer said. Deodorants, by comparison, account for less than 3 per cent share and are growing at around 20 per cent annually.
The shift reflects changing consumer behaviour, particularly among younger urban buyers, who increasingly view perfumes as extensions of personal identity and lifestyle rather than products centred solely on hygiene or freshness.
“This marks a consumer transition from functional freshness to personal expression, where scent has become a signal of identity, mood, and social presence,” the report stated.
Redseer attributed the category’s momentum to creator-led discovery across social media platforms, where content around signature scents, occasion-specific fragrances and affordable luxury-inspired perfumes is driving consumer experimentation and premiumisation.
The report also highlighted the growing role of quick commerce in premium beauty consumption. Quick commerce platforms now contribute roughly 15–20 per cent of online perfume sales, rising sharply from high single digits a year earlier.
The development indicates that rapid delivery platforms are moving beyond utility-driven and essential purchases into discretionary and premium consumption categories.
Premiumisation Deepens
The premiumisation trend is also visible across select makeup categories. Nail makeup emerged as one of the fastest-growing segments within online beauty, recording close to 50 per cent year-on-year growth despite accounting for less than 1 per cent of the market.
According to the report, affordable experimentation, influencer-led nail art trends and the rise of DIY beauty culture have contributed to stronger demand within the category.
The findings stand in contrast to grooming segments such as body care, body wash and sun care, where growth is increasingly being driven by replenishment cycles and repeat purchases.
Redseer noted that online beauty consumption in India is now being shaped by two parallel demand engines, habit-led categories centred on convenience and frequency, and aspiration-led categories driven by premiumisation and self-expression.
Quick Commerce Gains Share
Quick commerce’s share in the overall online BPC market increased from around 9 per cent in FY25 to nearly 18 per cent in FY26, supported by more than 120 per cent annual growth, the report said.
Within grooming, categories such as body care and body wash are increasingly benefiting from high-frequency reordering behaviour, particularly on instant delivery platforms.
The report said the divergence between replenishment-led and aspiration-led categories will likely influence future strategy across beauty brands and ecommerce platforms.
While grooming brands are expected to prioritise retention and repeat purchases, fragrance and makeup companies may increasingly focus on storytelling, creator partnerships and premium positioning to drive market share gains.
“The question for every brand and platform is not which category is growing. It is this: are you building for habit or for desire?” the report said.
