Flipkart unveils annual beauty trends report with NielsenIQ at Glam Up Fest 2025

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Flipkart unveils annual beauty trends report with NielsenIQ at Glam Up Fest 2025

Flipkart and NielsenIQ reveal what’s driving India’s billion-dollar beauty boom

Flipkart Trends Sakait Choudhary, Priyanka Bhargav, Manjari Singhal, Kartheek Kanumuru at Flipkart Glam Up 2025)

Mumbai:  Flipkart’s beauty game just hit glow mode. At its flagship Glam Up Fest 2025, the homegrown e-commerce giant joined hands with NielsenIQ to unveil its first-ever Glam Up Annual Beauty Trends Report — a sizzling dossier on what’s hot, what’s viral, and what’s flying off carts in the beauty aisles.

The numbers are blinding. Five beauty products sold every second, over 148 million items purchased in 2024, and premium beauty growing at 70 per cent year-on-year. India’s online beauty obsession has officially entered its golden age — and Gen Z is running the show.

“The beauty landscape in India is in the midst of a vibrant transformation, and no one is driving it more than GenZs. Their evolving preferences, digital fluency, and expressive approach to beauty are reshaping the industry as we know It,” quipped Flipkart head of business (Cleartrip, FMCG, general merchandise) Manjari Singhal. “At Flipkart, we’ve always believed in staying close to the consumer. The Glam Up Trends Report is a reflection of that belief, an effort to listen, understand, and anticipate what beauty means to the next generation. This report is the result of a deep, collaborative effort between Flipkart and NielsenIQ teams.”

Here are sone of the  key findings of the report: 
* Skinimalism is the new glam: Sales of gel moisturisers shot up 120 per cent, serums by 80 per cent, and face washes cleaned up with a 123 per cent rise. Active ingredients like niacinamide, salicylic acid, and vitamin C are skincare royalty.
* Slugging, glazing, and SPF-ing: Sun protection is now a religion. Sunscreen sales have doubled; SPF product searches soared 76 per cent. Hydration-led rituals are here to stay.
* K-Beauty craze goes full K-drama: Snail mucin, hydrating essences, and sheet masks clocked 90 per cent YoY growth. Searches for Korean skincare grew 81 per cent. Seoul clearly has India's skincare vote.
* Fragrance goes full ‘scent-sational’: Perfume isn't just a splash; it’s a statement. Sales doubled, attars surged 2.5x, and gourmand notes (think marshmallow and brown sugar) are ruling scent playlists.
* Hair’s having its serum moment: Goodbye champi, hello peptides. Flipkart saw 2x growth in hair serums and an 85 per cent spike in scalp care. Haircare is now high-performance skincare in disguise.
* Cherry Cherry Lady and Surma surge: Glossy lips, barrier-friendly blush, and hybrid makeup formats are hot picks. Searches for Surma-inspired looks skyrocketed 33x, proving culture and colour can coexist.
* Beauty by geography: From Delhi’s dust to Kerala’s humidity, Flipkart is going hyper-local with assortments tailored to regional skin and hair woes.

Flipkart’s bet? Beauty is Gen Z-led, creator-powered, science-fuelled — and only just getting started.

Flipkart senior director research and insights Priyanka Bhargav, said: “Beauty today is bold, expressive, and constantly evolving and no one captures that spirit quite like Gen Z. Whether it’s their focus on skin health, passion for active ingredients, love for nostalgic aesthetics, or embrace of hybrid formats, they’re redefining the beauty playbook. The Glam Up Trends Report helps decode this dynamic shift. With rich data, real consumer voices, and cultural context, it highlights what’s truly resonating. Trends like Hydration Daze, Scientific Obsession, kiSKIN, and Cherry Cherry Lady go beyond surface appeal, they reflect how young India is engaging with beauty in deeper, more expressive ways. This report is the result of a thoughtful collaboration between the Flipkart Insights Team, the beauty and personal Care team, and our intelligence partner, NielsenIQ. We hope it sparks fresh thinking, challenges conventions, and inspires the next wave of beauty innovation.”

Flipkart’s Glam Up Report isn’t just a data drop — it’s a blueprint for beauty’s next billion. With a marketplace of over 1.4 million sellers, 500 million+ users, and innovations like UPI, no-cost EMI and easy returns, the platform is blending global trends with Indian needs at scale.

As Kartheek Kanumuru, Sakait Choudhary, Priyanka Bhargav and Manjari Singhal unveiled the report, one thing was clear: Flipkart is no longer just delivering products — it’s delivering beauty revolutions in a box.
Glam up, log on, and swipe right on that serum.

(Pictured above: Left to Right: Sakait Choudhary, Priyanka Bhargav, Manjari Singhal, Kartheek Kanumuru at Flipkart Glam Up 2025)