Subscribe to our newsletter and be the first to access exclusive content and expert insights.

subscribe now subscribe cover image
Anjan Sachar profile imageAnjan Sachar

Luxury beauty is now just minutes away. Blinkit, Zepto, and Swiggy Instamart are reshaping how India shops for skincare and makeup—fast and impulsively.

The Rise and Rise of Beauty on India’s Quick Commerce Platforms

With the promise of an under-10-minute delivery, quick commerce apps are changing the way we buy beauty

There is a very specific kind of panic—one that sets in when your foundation runs out mid-blend, liquid eyeliner dries up with only one wing done, or your hair doesn’t behave the way you want it to, right before a big event. Once, that meant a frantic dash to the nearest chemist or beauty retailer, with a high probability of not finding the exact product you need. Now? You can have it delivered in under 10 minutes, right at your doorstep. 

What began as a solution for beauty emergencies—nail polish remover, cotton pads, a misplaced kajal—has rapidly turned into something else entirely. Quick commerce, or ‘q-commerce,’ is no longer just about last-minute essentials; it’s a playground for impulse shoppers, a discovery platform, and the latest frontier for beauty brands, including premium ones. Zepto, for instance, has seen its beauty business grow fivefold in the past year, outpacing all other personal care categories. “The beauty business in India has scaled leaps—it has gone up fivefold over the last year, and is growing faster than any of the other personal care categories,” says Mehek Desai, associate director, Zepto. It makes Amazon Prime’s one-day and two-day delivery windows suddenly feel sluggish. If you can get a Dyson Airwrap in the time it takes to finish setting your make-up, what does that mean for the way we shop?

Social distancing during Covid-19 pushed consumers towards online shopping, catalysing an e-commerce boom that paved the way for quick commerce (q-commerce)  to become , potentially, the new norm. Apps like Swiggy’s Instamart, Zomato’s Blinkit, and Zepto have expanded beyond just food and pharmacy to cover the full beauty and wellness gamut—make-up, skincare, haircare, vibrators; everything you might need. The three platforms together reported over US$1 billion in revenue in FY24. According to a Unicommerce report, the Indian quick commerce market is projected to reach a size of $5.5 billion by the end of 2025, with 60.6 million users by 2029—clear signs that consumers are embracing the format.

The launch of high-end beauty brands on quick commerce

While q-commerce apps have long stocked drugstore staples, premium beauty offerings are a newer entrant. Today, you can find skincare from d’you, Innisfree, Kama Ayurveda, and RAS, hair tools by Dyson and Ikonic, and make-up from Kiro Beauty. Urgency-based shopping is no longer reserved for budget buys destined to be forgotten in a drawer. “The prompt for the move to premium and luxury beauty was simple—increase [consumers’] accessibility to brands. If one can buy their daily essentials on Zepto, then the most natural extension would be make-up. Our most recent foray has been into listing Korean beauty players. With customer choices evolving rapidly, beauty on Zepto is no longer viewed as a last-minute, need-based shopping experience, rather driven by convenience,” explains Desai.

While q-commerce apps have long stocked drugstore staples, premium beauty offerings are a newer entrant. Image: Pexels

While q-commerce apps have long stocked drugstore staples, premium beauty offerings are a newer entrant. Image: Pexels

Beauty retail has evolved significantly—from in-store purchases, to e-commerce with 3-5 days delivery timelines, and now to q-commerce where a 10-minute delivery is the baseline. According to market research firm NielsenIQ’s Tara James Taylor, senior vice-president, global beauty & personal care, India is now the world’s fastest growing online market for beauty products. Sales through e-commerce and quick commerce platforms grew by 39 per cent between June-November 2024 compared to the previous year, while sales at physical stores rose only by 3 per cent during the same period. 

In another interview, Satish Meena, e-commerce analyst and advisor at Datum Intelligence, notes that the influx of new beauty brands has saturated traditional marketplaces, prompting brands to explore newer avenues like q-commerce and offline retail to scale growth. 

Are Indian consumers ‘quick’ to gravitate towards q-commerce?

While q-commerce may have started off with catering to emergency buys, it’s now powering an entirely different kind of consumer behaviour—driven by impulse, curiosity, and the thrill of instant gratification. Honasa, the parent company to Mamaearth, Derma Co., and Dr. Sheth’s has reported last year that its sales on quick commerce channels are growing four to five times faster than on other e-commerce channels.

"WE HAVE NOTED THAT THERE IS SIGNIFICANT TRACTION FOR CONVENIENCE-LED RETAIL MUCH BEYOND INDIAN METROS, AS BOTH CONSUMER BEHAVIOUR AND THE VALUE-PROPOSITION OF QUICK-COMMERCE EVOLVE IN TANDEM"

Amitesh Jha

d’you, too, has seen consistent monthly growth. “On Blinkit, you have to keep unlocking newer pin codes as your sales keep growing. They only allot a few pin codes when you start. We started with BlinkIt in Bengaluru, then added a few pin codes in Mumbai. Each month since we’ve been adding newer cities and states and have seen consistent, month-on-month growth,” says Shamika Haldipurkar, founder, d’you. 

The brand is  currently available in Bengaluru and in metros in Karnataka, as well as in Mumbai, Navi Mumbai, Pune, and Delhi NCR via Blinkit and will soon be in Chennai and West Bengal too. “We started off on Zepto in February 2025 and they wanted to take us live on all pin codes, which made the supply chain trickier. We need to ensure that we have at least a few units of each SKU at all their dark and super stores, which is a lot of inventory being allotted at once,” adds Haldipurkar. 

According to an article by Datum Intelligence, Beauty and Personal Care (BPC) is BlinkIt’s second-largest segment, accounting for 13.4 per cent of daily sales, second to groceries (63.3 per cent), signifying growth. Swiggy Instamart recently announced expansion into 100 cities across India, including Raipur, Jodhpur, Siliguri, and Thanjavur. 

"We have noted that there is significant traction for convenience-led retail much beyond Indian metros, as both consumer behaviour and the value-proposition of quick-commerce evolve in tandem," says Amitesh Jha, CEO, Swiggy Instamart. “In 2025, one in four new users came from tier-II or tier-III cities, underscoring the growing demand for quick commerce. Our expansion to 100 cities strengthens our reach and allows us to better serve growing consumer needs in underserved geographies,” he adds. 

According to an article by Datum Intelligence, Beauty and Personal Care (BPC) is BlinkIt’s second-largest segment, accounting for 13.4 per cent of daily sales. Image: Unsplash

According to an article by Datum Intelligence, Beauty and Personal Care (BPC) is BlinkIt’s second-largest segment, accounting for 13.4 per cent of daily sales. Image: Unsplash

The ability to solve in time-sensitive  situations with a few taps is what continues to make q-commerce so sticky for urban shoppers. Image: Pexels

The ability to solve in time-sensitive  situations with a few taps is what continues to make q-commerce so sticky for urban shoppers. Image: Pexels

Q-commerce is no longer an urban-only game. In these markets, demand continues to skew towards high-repeat, mass, and mid-tier beauty brands—think Maybelline, Mamaearth, and minimalist K-beauty players—though premium offerings are slowly entering the mix. But as these platforms expand, will premium and international brands see the same traction as their mass-market counterparts?

Meanwhile, in metro cities—where the format remains most aggresive—convenience is the key growth driver. The ability to solve in time-sensitive  situations with a few taps is what continues to make q-commerce so sticky for urban shoppers. 

“[I love] the immediate gratification of offline shopping combined with the ease of online shopping—the ability to browse and check out products without being harassed by attendants or being told my skin needs something or the other,” says former beauty editor Rituparna Som, on why quick commerce is her channel of choice when buying beauty. 

Delhi-based PR professional Saumya Chawla-Nagpal once had lipstick delivered to an event venue before she even arrived, having forgotten hers at home. Meanwhile, brand consultant Dhatri Bhatt wasn’t satisfied with the nail polish selection at a salon, so she ordered one via Blinkit and had the manicurist apply it for her.

“The overall consumer experience on q-commerce is not just powered by the speed of delivery but also the different use cases and touch points it’s able to create,” says Desai of Zepto. “It’s the convenience which is given at that critical moment. And making the right set of brands available by listing all their offerings across an expansive distribution network is what gives the consumer the confidence to rely on it.”

The pain points of buying beauty via q-commerce

Broken deliveries, limited stock and clunky return processes—these are just a few growing pains that q-commerce platforms haven’t entirely ironed out yet. Tanu Singhal, a graphic designer, ordered an epilator via a q-commerce app, only to receive a  broken product. She wasn't able to get a refund. Bengaluru-based interior designer Pankhuri Bhatia has used quick commerce for emergency beauty buys but found the options underwhelming. “My purchase was clearly a desperate buy for a quick fix. I only found limited drugstore options available online and haven’t touched those products since. I would love it if Nykaa provides such express delivery,” she says. 

Since it's all virtual, you don't realise that you've spent ₹2,000 on lipsticks just because you were bored and were seeking instant gratification, says Rituparna Som. Image: Pexels

Since it's all virtual, you don't realise that you've spent ₹2,000 on lipsticks just because you were bored and were seeking instant gratification, says Rituparna Som. Image: Pexels

Interestingly, Nykaa has already begun addressing this gap through “Nykaa Now,” a feature offering express delivery starting at 1 hour—clearly highlighted on the app’s homepage. While it’s not aiming for 10-minute turnarounds, Nykaa is reportedly focusing on a 30-minute to 2-hour window for select, high-demand beauty products in key metros. Though the service currently covers only a limited set of SKUs, it signals the platform’s response to rising demand for faster fulfilment in beauty and wellness.

But even as platforms race to improve speed and accessibility, consumers remain wary of other persistent challenges—especially around authenticity, pricing and limited stock.

Som points out more crucial details to be mindful of: “On some platforms—such as Amazon and eBay—I am doubtful of authenticity [of the products]. I use a software to check the authenticity of sellers, [especially] for products having multiple sellers. On others, I'm healthily skeptical—I know brands officially retail on the sites, but I am extra careful about expiry dates. The most untrustworthy part, however, is the different pricing for the same product across q-commerce platforms. The potential is huge, but as a seasoned shopaholic, I often find myself disappointed due to the out of stock products or limited ranges by brands on these apps [defeating the convenience benefit].”

And then there is the flip side—when things work too well. Som recognises how the speed and ease of q-commerce can quickly tip into mindless spending. “Retail therapy could just mean buying a drugstore-brand lipstick—cheap as chips, a mood-lifting colour, and the fact that it's delivered in 15 minutes or less while I'm bed-rotting? What a winning combo. It's very dangerous when combined with GPay, because it's like [spending] invisible money. Since it's all virtual, you don't realise that you've spent ₹2,000 on lipsticks just because you were bored and were seeking instant gratification.”

“PREMIUM SKINCARE BRANDS MIGHT STRUGGLE AS THE FORMAT IS LARGELY ASSOCIATED WITH CONVENIENCE RATHER THAN AN IMMERSIVE BEAUTY EXPERIENCE”

Mini Sood Banerjee

And while consumer behaviour continues to evolve in response to instant access, platforms are still playing catch-up behind the scenes. As quick commerce scales, the model may face several operational hurdles—ranging from in-app language barriers to the pressures of maintaining widespread stock availability. Failing to meet those expectations, especially with constant ‘out of stock’ listings, could push potential shoppers off the app entirely. Being mindful of local shopping patterns and product preferences will be important, especially as players enter new cities and towns. That means highly localised dark stores (distribution centres or mini-warehouses that pack and dispatch online orders quickly), tailored inventory, and demand forecasting that reflects the nuance of each pin code. 

And it's not just lipsticks or face washes flying off digital shelves. The definition of a ‘daily essential’ is expanding—and fast. Buying a vibrator is now as easy as blink.

MyMuse, a homegrown sexual wellness brand, launched on quick commerce platforms in June 2023. “The decision to list our products on quick commerce apps stemmed from a commitment to make our offerings as easily accessible as possible, exactly when people want and need them, with speed, discretion, and convenience​​,” says Anushka Gupta, the brand’s co-founder. “The growing awareness and openness around sexual wellness, combined with customers’ increasing reliance on quick commerce, made it the perfect channel.” 

Is new customer acquisition a q-commerce benefit?

While skincare and make-up offerings on q-commerce may have kicked off with local beauty brands, international names are slowly finding their way there. “As shopping habits evolve, customers seek convenience without compromising on quality. Platforms like Zepto and Blinkit allow us to bring our skincare and make-up essentials to their doorstep within minutes,” says Mini Sood Banerjee, assistant director and head of marketing, Amorepacific India, which houses brands like Innisfree, Etude, and Laneige.

The definition of a ‘daily essential’ is expanding—and fast. Image: Pexels

The definition of a ‘daily essential’ is expanding—and fast. Image: Pexels

“Our best-selling products from Innisfree, Laneige, and Etude, such as hydrating serums, lip masks, sunscreens and lip tints have been flying off the virtual q-commerce shelves,” adds Banerjee. “It has also encouraged impulse purchases with many shoppers adding beauty products to their carts alongside daily essentials. We have seen strong feedback on the availability of bestsellers, with customers appreciating the ease of restocking their must-haves without waiting days for delivery.” 

This pattern isn’t limited to skincare. “We've observed strong demand for entry-level products like lubricants and card games, indicating that quick commerce serves as an accessible first touchpoint for many new users,” says MyMuse’s co-founder Sahil Gupta. “At the same time, repeat purchases show that once consumers experience our products, they’re coming back for more.” 

According to Zepto, the average order value for beauty products on its platform is around ₹550—indicating that quick commerce isn’t just about cheap thrill buys, but a growing channel for purposeful, repeatable beauty spending. 

For D2C brands like d’you, the trade-off is clear: speed now trumps savings. “In D2C, for the last two years we’ve seen consumers hungry for discounts and every purchase is driven by it, especially with d’you where the AOV (average order value) is already high. However, we’re now seeing that the preference for quicker accessibility is overriding a discount,” says Haldipurkar “Consumers would rather shop at full price and receive it in 10 minutes as opposed to waiting for a discount. We’re seeing old customers replenish products as well as new customer acquisition.” Even during seasonal spikes, quick commerce enables both discovery and replenishment. “On Holi this year, our Good Grease Cleansing Balm sales spiked and we even sold out in two cities,” she adds. 

The trend is reflected in premium international beauty as well. “With rising disposable income and heightened awareness of clean and premium skincare, consumers are more willing to invest in high-quality, dermatologist-backed formulations,” says Neha Modi, CEO, Bdesir Cosmetics Pvt. Ltd., which retails Embryolisse and TEMPTU in India. “Beyond the instant accessibility and convenience for consumers, quick commerce platforms like Blinkit are rapidly expanding hyperlocal networks too, with over 1,000 dark stores enabling deeper market penetration across India. Additionally, their Artificial Intelligence-driven consumer insights allow us to analyse purchase patterns by location, helping us better understand regional beauty preferences.”

Quick commerce: A threat to traditional shopping avenues or can they co-exist?

“Quick commerce is highly effective for high-repeat, low-involvement products, making it a perfect fit for our Lait-Crème Concentré moisturiser which sells every eight seconds worldwide,” says Modi. “The convenience drives impulse purchases leading to high sales, especially when someone wants to try a newly launched product or needs a specific lipstick shade for a last-minute event” adds Banerjee, who also perceives it as the ideal route to reach tech-savvy Gen Z customers. “This audience craves instant, hassle-free deliveries; plus being on these platforms enhances brand visibility significantly.”

A significant amount of brand and product education will need to be delivered via all touchpoints for beauty sales to expand on quick commerce. Image: Pexels

A significant amount of brand and product education will need to be delivered via all touchpoints for beauty sales to expand on quick commerce. Image: Pexels

Broken deliveries, limited stock and clunky return processes—these are just a few growing pains that q-commerce platforms haven’t entirely ironed out yet. Image: Pexels

Broken deliveries, limited stock and clunky return processes—these are just a few growing pains that q-commerce platforms haven’t entirely ironed out yet. Image: Pexels

However, Banerjee acknowledges the pain points that come with instant shopping and decision-making for consumers. “Unlike D2C websites or e-commerce platforms, quick commerce offers limited-to-no-opportunities for brand storytelling, ingredient education, or in-depth consumer engagement. Premium skincare brands might struggle with positioning their products on q-commerce, as the format is largely associated with convenience rather than an immersive beauty experience.” 

D2C brands often use thoughtful packaging to build trust and connection among consumers. Take d’you’s Hustle serum—its clean design, gender-neutral aesthetic, and messaging like “Skincare is healthcare” help frame beauty as essential. These cues build trust and encourage a sense of intimacy with the brand—something q-commerce’s speed doesn’t always allow for.

That’s why new product discovery in premium beauty still tends to happen elsewhere—via social media reviews, word of mouth, or brand-led education across online and offline channels. When price points are higher, consumers want more than just instant access; they want context. 

For luxury beauty to truly flourish on q-commerce, simply being available isn’t a long-term strategy. A significant amount of brand and product education will need to be delivered via all touchpoints—starting with the product listings on the app—to convince new users to make the investment. Moreover, the said brands will need to tap into more pin codes to meet a wider range of interested consumers along with a certificate guaranteeing product authenticity for the skeptics. 

In a world where sugar, skincare, and sex toys all arrive within minutes, the future of beauty shopping isn’t just fast—it’s already here. The only question is whether brands can keep up with it.

Also Read: With beauty products available online, why are brands still investing in physical stores?

Also Read: How are brick-and-mortar outlets dealing with the challenge of online shopping?

Also Read: Beauty brand d’you is changing how you shop


Subscribe for More

Subscribe to our newsletter and be the first to access exclusive content and expert insights.

subscribe now