Indian Economy News

Beauty and the ecommerce beast: As online breaks entry barriers, newer brands crop up, expanding offerings & market

  • IBEF
  • January 31, 2025

Indians are increasingly investing in grooming products, driven by the growth of e-commerce. According to market researcher NielsenIQ, the number of electronic device brands in India offering items like hair stylers, straighteners, dryers, and shavers online rose to 571 in 2024, up from 399 in 2022, significantly surpassing the 154 brands available in physical stores. A report by Redseer Strategy Consultants and Nykaa indicates that the online beauty and grooming market features over 3,500 brands, with nearly 96% primarily operating in the e-commerce sector. 

The head of commercial, tech, and durables at NielsenIQ India, Mr. Sharang Pant, noted that online platforms provide a broader selection within this category. He mentioned that many contemporary brands are launched each year, allowing consumers to explore beauty and personal grooming products at various price points or to upgrade their purchases. Additionally, it was highlighted that online prices for these products are generally 10-30% lower than those found in offline stores. The growth rate of unit or volume sales for online electronic grooming devices stands at 22% year-on-year, more than double the 8.9% growth observed in offline retail. 

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.

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