Beauty’s New Nerve Centre: Smaller Indian Cities Fuel Amazon’s Premium Surge

Ashik Bothra - Mumbai Bureau May 22, 2026 3,250 Views

More than half of Amazon India’s premium beauty demand now comes from tier 2 and tier 3 cities, according to Director – Beauty, Siddharth Bhagat. The e-commerce giant is betting on this “Bharat premiumisation” wave by adding 100 new global beauty brands and deepening its online premium beauty store in 2026.

Amazon India is witnessing a sharp shift in beauty consumption as aspirational shoppers beyond metros trade up to luxury skincare, makeup and fragrances. Cities such as Thrissur, Dehradun, Patiala, Guwahati and Kolhapur are emerging as key growth hubs, reshaping how brands think about pricing, assortment and digital marketing for premium beauty in India.

Premium Beauty Demand Moves Beyond Metros

Bhagat notes that over 50% of premium beauty demand on Amazon India is now driven by tier 2/3 locations, challenging the long-held view that high-end beauty is a metro-centric play. This demand is being powered by rising disposable incomes, greater product awareness and the comfort of buying authentic branded beauty online.

Expansion Of Amazon’s Premium Beauty Bet

To ride this momentum, Amazon plans to onboard more than 100 new global beauty brands in 2026, expanding its premium portfolio from around 200 to over 300 brands. The premium beauty business is currently growing at about 1.5x year-on-year, after clocking more than 50% growth last year.

How Digital Discovery Is Shaping Purchases

Bhagat and Amazon’s broader fashion and beauty leadership have highlighted how reviews, search, virtual discovery and influencer-led content are driving premium purchases from non-metro shoppers. For many customers in smaller towns, Amazon’s premium beauty store acts as the primary gateway to international and ingredient-led brands.

Key Highlights

Over 50% of Amazon India’s premium beauty demand now comes from tier 2/3 cities
Amazon will add 100-plus new global beauty brands in 2026, taking its premium portfolio beyond 300 brands
Premium beauty business is growing about 1.5x year-on-year, with over 50% growth last year
Smaller cities like Thrissur, Dehradun, Patiala, Guwahati and Kolhapur are key premium beauty growth markets
Digital discovery, reviews and influencer content are driving premiumisation beyond metros