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Premiumisation: The Game Changer for the Online Makeup Industry

Published in Jul, 2020

Executive Summary

The Indian online cosmetics market is estimated at ~3000 crore with super verticals leading the segment along with a higher basket size driven through subscription models

Currently positioned at 26%, makeup in itself constitues the highest revenue contributor amongst all BPC categories on online channels. A number of international brands and premium customers, led by aggregator platforms has steered this growth story. The sector is expected to see strong disruption and high inclination towards, organic, DIY products and higher degree of personalization.

This report covers sector-level insights such as online makeup industry revenue as well as player level insights such as Mamaearth revenue, Sugar Cosmetics revenue, Mamaearth business model, Wow Skin Science revenue and Sugar Cosmetics business model, among others.

  • See: Inside the Report

    1. Makeup market overview
    1.1. Market size
    1.2. Basis channel
    1.3. Basis degree of premiumization
    1.4. Basis type of brands (domestic/ international)
    1.5. Demand & Supply Drivers

    2. Channel Overview
    2.1. Online channel overview
    2.2. Top selling platforms
    2.3. Key brands
    2.4. Share of private label
    2.5. Best selling SKUs
    2.7. AoV
    2.8. Basket size
    2.9. Challenges and limitations

    3. Marketing Strategies & Subscription Models
    3.1. Role of Influencer marketing & event marketing in growth
    3.2. Case Studies of top aggregators -Nykaa, Purplle
    3.3. Success of subscription models across brands

    4. Global Best Practices

    4.1. Fabfitfun
    4.2. Ipsy
    4.3. Beauty Bay

    5. Key Takeaways
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