Instantly from Wishlist to Vanity.
It’s 8 AM on a Monday morning. Riya, from Mumbai, is getting ready for work. She reaches for her Dyson Airwrap, in order to style her hair in minutes. A quick swipe of her serum, a spritz of Dior perfume, and she’s out the door, exuding rizz.?
Just a few years ago, this kind of high-end grooming routine was a luxury; but today, it’s the norm.
Welcome to the new era of grooming, where Indians are not just investing in self-care but indulging in it like never before.
Beauty Going Digital?
Truly, gone are the days when grooming products were just limited to a handful of brands in local stores.?
However, India's beauty and personal care industry is witnessing a spectacular digital revolution, with e-commerce emerging as the undisputed powerhouse. In just two years, the number of electronic grooming brands selling online surged from 399 in 2022 to a staggering 571 in 2024; over three times the number of brands available in physical stores, according to NielsenIQ.
And it’s not just electronic grooming tools. Beauty and grooming brands have flooded the online space, with more than 3,500 brands competing for consumer attention, per a Redseer Strategy Consultants-Nykaa report.?
The kicker? Almost 96% of these brands operate primarily in the e-commerce space.
And What’s Driving This Boom?
1. Convenience first: Shopping for grooming products has never been this easy. No more store visits, no more salespeople pushing unnecessary products. A few clicks and your chosen item is at your doorstep.
2. Customized to you: Online platforms offer hyper-personalized recommendations nowadays, making it effortless for each to find the perfect shade of lipstick, the right hair straightener, or a beard trimmer that suits your exact needs.
3. Breaking the goddamn barriers: As Harman Dhillon, Executive Director of Beauty & Wellbeing at HUL, puts it: “What e-commerce allows you to do is reduce the entry barriers that you had otherwise in offline. Because it’s easier to get a product that is very, very specific.” No more compromises, consumers get exactly what they want.
4. Affordability & access: Online marketplaces are bringing luxury and niche brands within reach, offering competitive pricing, discounts, and easy EMIs. High-end international brands that were once inaccessible are now just a click away.
The Numbers Speak Volumes
So, What This Means for Brands?
For brands, this isn’t just a trend. The rise of e-commerce in the beauty and grooming industry demands a critical rethink in strategy. Brands need to move beyond just selling products; but also create experiences, communities, and trust.
1. Distinction is what it is: With thousands of brands already flooding the space, only those with a clear brand identity and strong storytelling will be able to stand out.?
For example: Mamaearth’s focus on natural, toxin-free beauty has carved out a niche very nicely among conscious consumers, while Dyson has positioned itself as the gold standard for high-tech styling tools.
2. The rise of hyper-personalization: AI-driven recommendations, virtual try-ons, and skin/hair diagnostics are clearly defining how brands cater to individual needs.?
For example: Nykaa’s virtual try-on tool has significantly improved their consumer confidence in online purchases, while L’Oréal’s AI-powered skin analysis personalizes skincare recommendations.
3. Influencers as the new sales force: Authentic, community-driven marketing is outweighing traditional advertising head-to-head. User-generated content and influencers’ assistance are highly capable of driving purchase decisions.?
For example: Brands like Sugar Cosmetics and Minimalist have built their credibility mostly through influencer-driven content and real customer feedback, creating a loyal digital-first consumer base.
4. Omnichannel presence matters: While e-commerce is the dominant player, brands must integrate social commerce, D2C websites, and offline experiences for smoother engagement.?
For example: Lakmé’s combination of online sales, exclusive stores, and salon partnerships provides a very holistic brand experience, making it easier for consumers to explore and purchase.
The Future of Grooming in India
As disposable incomes rise and aspirations evolve, Indians are not just spending on grooming; they’re investing in self-expression and confidence. The grooming game has changed entirely and truly it’s no longer a necessity, but indeed a lifestyle statement.
For brands and marketers, the question isn’t whether e-commerce will dominate beauty at all; it already has. The real challenge? Staying ahead in an industry that’s only getting more competitive and consumer-driven.
So, the next time you add that high-tech trimmer or luxe skincare serum to your cart, know that you’re part of a bigger movement. A movement that’s redefining beauty, one digital transaction at a time.