Quick Commerce Is Now More Than Twice Amazon's Size In Makeup, Says 1DigitalStack
Quick commerce has overtaken Amazon in India's makeup category, according to a new report by 1DigitalStack, with a category size of ₹938 crore over a year against Amazon's ₹418 crore. The report, Makeup Category Insights: What's Growing, What's Shifting?, compares Amazon with Blinkit, Swiggy Instamart and Zepto across lip, face, eye and nail products.
- Publisher: 1DigitalStack (1DS), a media technology and market intelligence company
- Quick commerce makeup category: ₹938 crore in a year; Amazon: ₹418 crore
- Average monthly size: quick commerce up 1.4x to ₹83 crore; Amazon up 1.3x to ₹37 crore
- Search: generic beauty keyword volume up 236% on Blinkit, down 76% on Amazon
- Mix: eye, lip and face make up 81% of quick commerce's category and 75% of Amazon's
- Value shift: value products rose from 34% to 55% of lip makeup sales on quick commerce in a year
What The 1DigitalStack Report Found
That the channel has changed the purchase. Makeup used to be a planned buy made on a marketplace; the report finds discovery moving to quick commerce as well, with searches for generic beauty terms climbing on Blinkit while falling on Amazon. Face makeup is the fastest-growing sub-category on quick commerce, at ₹13.7 crore in revenue across its sub-categories.
Devi Prasad Biswal, co-founder of 1DigitalStack, said makeup is no longer a planned purchase: with quick commerce it has become an on-demand category where impulse buying is the norm, and quick commerce has evolved into a beauty discovery channel. He added that in the past year, sub-categories such as face makeup hit 1.4x twice on quick commerce, showing much sharper festive seasonality on the platform.
Winning On Amazon Does Not Mean Winning On Quick Commerce
The brand tables diverge by channel. The report names Mars Cosmetics and Laneige as brands gaining share on quick commerce while working to find equal footing on Amazon. Pricing splits the same way: value-led products win on quick commerce, while premium pricing still holds on Amazon.
Geography is part of the story too. Growth in Tier 2 and smaller cities is outpacing the metros, and Delhi-NCR's share fell in every category, pointing to demand beyond the big cities as a key driver.
What 1DigitalStack Tells Brands To Do
The report sets out six priorities for brands: invest in both generic and feature-led visibility; build breadth across sub-categories rather than relying on hero products; keep shelves stocked on quick commerce, where a stockout also costs visibility; price to each channel's shopper; track whether share gains are real or just category growth; and track wins channel by channel rather than assuming one leader everywhere. With the festive season close, the seasonality finding is the one most brands will act on first.
1DigitalStack's work is at 1digitalstack.ai. More news.