The Body Lotion Opportunity in Indian E-Commerce

Online channels are gearing up to command more than half of all body lotion purchases by 2030. Masstige brands (priced at INR 1.5-6/ml) that combine mass reach with premium appeal will gain a larger share of the market and drive more than 30% of the online opportunity. The channel at the centre of this growth? – Let’s discover that in our report.

Four distinct trends powering the growing market share for masstige body lotions:

• More consumers are gravitating towards expert-validated, clinically tested formulations. Brands leveraging dermatological credibility, such as Cetaphil, Fixderma, and Bioderma, are building sustainable moats through professional advocacy and ingredient transparency.

• The shift from basic moisturisers to functional, ingredient-centric products is evident, with brands like WoW and mCaffeine foraying into Vitamin E, shea butter, and other active ingredient-based formulations.

• Paraben-free, vegan, cruelty-free formulations have moved from niche to mainstream. Brands like Plum and Minimalist are capturing market share by leading with ethical positioning.

• Several brands are differentiating through indulgent scent profiles (such as vanilla, caramel, hazelnut) that transform body care into an elevated sensory experience. Bath & Body Works and The Body Shop exemplify this approach.

For brands, the body lotion opportunity requires rethinking traditional mass-market approaches. These include:

• platform-led distribution strategies,

• building and scaling D2C with deep analytics and insights to understand the pulse of the target consumer.

• Deep analytics and insights enabling the development of strategies for product, pricing, and pack sizes to cater to different markets and cohorts,

• balanced SKU architecture,

• trust-building mechanisms beyond paid media

For investors and retailers, body lotions represent a category with structural tailwinds: rising disposable incomes, new market and target user expansion, increasing sophistication in personal care, and digital commerce’s ability to educate and convert consumers at scale.

Download our report for our perspectives.

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