Amazon India Expands Premium Beauty Portfolio with 100 New Brands

Amazon India is set to significantly scale its premium beauty offerings in 2026, with plans to onboard more than 100 new domestic and international brands as it sharpens focus on India’s fast-growing online beauty and personal care segment.

The upcoming portfolio expansion will feature globally recognised beauty and skincare labels including Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche-Posay, Eucerin and Paula’s Choice, along with beauty brands from Japan, Australia, France and the Middle East.

According to the company, the expansion is being driven by rising demand for premium beauty products across India, especially beyond metropolitan markets. More than half of the premium beauty demand on the platform is now coming from Tier II and Tier III cities such as Thrissur, Dehradun, Patiala, Guwahati and Kolhapur, reflecting the widening reach of aspirational beauty consumption in the country.

Siddharth Bhagat, Director- Beauty at Amazon India said, “India’s beauty market is witnessing a transition from ‘availability-led shopping’ to ‘discovery-led consumption’, driven by increasing awareness of global beauty trends and digital influence. Also, Amazon India’s premium beauty segment has grown 50 percent year-on-year, while demand for K-beauty and French pharmacy skincare products has nearly doubled over the same period.”

Amazon India has also witnessed strong momentum in Middle Eastern fragrance labels such as Rasasi, Ahmed Al Maghribi and Lattafa, with sales in the segment nearly tripling year-on-year. The surge has been driven by rising consumer interest in oud- and attar-based fragrances that have gained popularity through social media trends and influencer-led discovery.

In the skincare category, science-led international brands including CeraVe, Avène and Embryolisse are witnessing strong demand from Indian consumers increasingly seeking clinically positioned and dermatologist-backed products.

The company also reported accelerated growth in premium men’s grooming, with categories such as multi-groomers, body groomers and all-in-one grooming kits registering more than 2.5 times year-on-year growth. According to Amazon India, the category is benefiting from rising adoption of detailed grooming routines as well as targeted campaigns such as No Shave November.

To further enhance the online beauty shopping experience, Amazon India is investing in AI-driven discovery and personalisation tools. These include Rufus, the company’s generative AI-powered shopping assistant, along with Amazon Lens for image-led product discovery and features such as Virtual Try-On and SkinCare Advisor.

The company added that close to half of beauty orders across India’s top 100 cities are now fulfilled through same-day or next-day delivery, highlighting increasing consumer expectations for faster delivery in the beauty and personal care segment.