Beauty and personal care segment is witnessing a strong growth momentum during the ongoing festival season. It is also emerging as a key growth pillar for e-commerce and quick-commerce platforms, as consumers look to buy the complete festival look. While established brands are expecting to end the season with double-digit growth, new-age D2C brands are witnessing growth at a higher clip.
Ashutosh Valani, Co-Founder, RENÉE Cosmetics, said, “We are seeing strong festive momentum and witnessed 3x growth in sales during Navratri. We are witnessing increased demand for everyday make-up essentials such as lipsticks, kajal and other eye make-up products, as consumers look to elevate their festive looks. We expect this momentum to continue through the season. Overall, we are projecting 2x sales growth across the festival period year-on-year.”
E-commerce platforms said consumers are increasing their basket size for beauty products. Siddharth Bhagat, Director – Beauty, Personal Care and Fashion Accessories, Amazon India, said, “One in every four products bought on Amazon.in in the first 12 hours of the Great Indian Festival sales was a beauty product. We are also seeing customers purchased 25 per cent more units per visit, reflecting an increase in average basket size this festival season.” He added that K-Beauty and West Asian fragrances segments are growing strongly reflecting the strengthening of premiumisation trends.
Besides personal use purchases, gifting has also become a key consumption occasion for this sector. Harmeet Singh, Chief Brand Officer, The Body Shop Asia South, said that the brand expects to see a double-digit revenue growth this festival season. “For us, consumption comes from three key needs — people buying for themselves, shopping for their families and choosing gifts for their loved ones. Gifting accounts for 15-20 per cent of our sales during Diwali and continues to contribute 8-10 per cent of our business even outside major festival periods.”
“We are also seeing quick commerce grow 2-3x, as customers increasingly look for convenient ways to shop. We continue to focus on understanding these needs and making our products relevant to how people shop, celebrate and care for themselves and their families,” Singh added.
Deepak Joshi, Senior Director – Beauty and Personal Care, Myntra, said, “Beauty continues to be a key growth driver at Myntra, and this festival season, the category is seeing strong traction, led by varied customer cohorts and trends shaped by India’s diverse cultural landscape. New beauty customers are up over 25 per cent and they’re shopping more, with basket sizes increasing to three products per beauty purchase against two products per purchase during the last edition of Myntra BFF. More people are focusing on building complete festive looks.” He added that on M-Now, the festive beauty spike is “90 per cent this year”.
“Beyond make-up, Skincare and Fragrances are also up 50 per cent during the festival period. What’s been interesting for us to see this festival season is that Men’s Grooming is up 100 per cent,” he added.
Published on October 26, 2026
