Amazon.in has announced a major expansion of its premium beauty category, with plans to add more than 100 new brands to the platform in 2026. The move forms part of the company’s broader strategy to strengthen its position in India’s online beauty and personal care market.
The upcoming launches will include international beauty and fragrance brands such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche Posay, Biodance, Eucerin, Paula’s Choice, Riifs and Anessa.
According to Amazon India, the expansion will also increase the availability of Japanese, Australian and French beauty brands alongside Middle Eastern fragrance labels including Kokebana, Mystiqare, Goat Soaps, KANS and One Leaf.
The company said customers can expect additional launches and promotional activity during its Prime Day sale in July, including offers across both international and Indian premium beauty brands.
Amazon India stated that premium beauty demand on the platform has grown 50% year-on-year, with increasing traction coming from Tier 2 and Tier 3 cities including Thrissur, Dehradun, Patiala, Guwahati and Kolhapur.
The company added that more than 50% of premium beauty demand now originates from these emerging markets, signalling broader adoption of global beauty trends beyond metropolitan centres.
Siddharth Bhagat, director – beauty, Amazon India, said, “India's beauty industry is seeing a clear shift from availability-led shopping to more intentional, discovery-led consumption, driven by growing awareness of global beauty trends. On Amazon, premium beauty is growing 50% YoY, with demand for K-beauty and French pharmacy nearly doubling year-over-year.”
He added, “We're seeing more than 50% of this demand come from Tier 2 and Tier 3 cities such as Thrissur, Dehradun, Patiala, Guwahati and Kolhapur — a strong signal that premium beauty aspiration is penetrating deep across Bharat. While we've invested in widening selection for diverse needs, we're equally focused on speed - nearly half of all beauty orders across India's top 100 cities now arrive the same or next day, bringing beauty closer to customers across Bharat.”
The company said global beauty trends are increasingly influencing Indian consumers, with categories such as Korean skincare and French pharmacy brands recording nearly 2X year-on-year growth on the platform.
Brands including CeraVe, Avène, Ducray, Embryolisse and Uriage have seen rising demand as consumers shift towards ingredient-led and clinically positioned skincare products.
Middle Eastern fragrance brands such as Rasasi, Ahmed Al Maghribi, Arabiyat and Lattafa have also grown nearly 3X year-on-year, reflecting growing consumer interest in oud and attar-based fragrances driven by social media discovery.
Amazon India said premium men’s grooming is another rapidly expanding category on the platform. Products including multi-groomers, grooming kits and body groomers have recorded more than 2.5X growth year-on-year.
The company added that initiatives such as its dedicated Men’s Grooming Store, influencer collaborations and campaigns around occasions like ‘No Shave November’ have contributed to category expansion.
Alongside selection growth, Amazon is also integrating AI-powered shopping and discovery tools into the beauty experience. Its generative AI assistant Rufus helps customers compare ingredients and receive personalised product recommendations, while Amazon Lens AI supports visual product discovery through uploaded images.
Additional features including Virtual Try-On and SkinCare Advisor are designed to help users make more informed beauty purchases based on skin type, preferences and product concerns.
Amazon India said the continued expansion reflects evolving beauty consumption patterns driven by premiumisation, digital discovery and regional market growth.
