India’s online beauty market booms as new brands enter sector: NielsenIQ

India’s online beauty market is experiencing swifter growth than its offline counterparts in many sectors as new brands are entering the sector, especially in the electronic beauty device market. Luxury beauty goods are also rising in popularity online, according to market research business NielsenIQ India.

“Online platforms have become the preferred channel for purchasing luxury beauty products, with growth nearly double that of offline channels,” said NielsenIQ India’s head of customer success for fast moving consumer goods Roosevelt Dsouza, ET Bureau reported. “This shift is driven by unique product offerings from small and mid-sized manufacturers, particularly on e-commerce platforms.”

In 2024, India’s total of brands which retail electronic beauty devices such as hair straighteners and shavers increased to 571, up from 399 in 2022, according to NielsenIQ India. This total is more than three times higher than the 154 brands which retail the same kinds of products in brick-and-mortar stores in the country and volume sales growth is also significantly higher online in the category. More brands are also launching in India’s beauty and grooming space with skincare experiencing the highest growth rate. 

“Online offers a wider assortment in the category,” said NielsenIQ India’s head of commercial, tech, and durables Sharang Pant. “Many brands are being launched every year, enabling new consumers to enter the beauty and personal grooming category at different price points or upgrade as well. Online prices are cheaper by 10% to 30% versus offline for these products.”