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In July 2026, about ₹83 crore of makeup sold on Blinkit, Swiggy Instamart and Zepto combined, against about ₹37 crore on Amazon, according to market-intelligence firm 1DigitalStack. Face makeup on the quick-commerce apps nearly doubled in a year. Makeup, once a planned purchase, is turning into an add-on to a quick-delivery order.

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The numbers

1DigitalStack’s report, Makeup Category Insights: What’s Growing, What’s Shifting?, tracked makeup sales on Amazon, Blinkit, Swiggy Instamart and Zepto from July 2025 to July 2026. Over that period, quick commerce sold about ₹938 crore of makeup against ₹418 crore on Amazon. In July 2026 alone the figures were ₹82.8 crore and ₹36.7 crore, putting quick commerce at 2.2 times Amazon’s size. The study looked only at these four platforms, so beauty specialists such as Nykaa and fashion apps such as Myntra are not part of the comparison.

The report’s sub-category figures add up to about ₹59 crore of quick-commerce makeup sales in July 2025, so the channel grew by roughly 40 per cent in a year. Amazon is growing too: its average monthly makeup sales rose 1.3 times over the year, against 1.4 times for quick commerce.

Face makeup almost doubled

Every sub-category grew on quick commerce, but not equally. Monthly face makeup sales rose 98.6 per cent, from ₹6.9 crore to ₹13.7 crore. Nail products rose 80.6 per cent to ₹6.5 crore, makeup kits 70.4 per cent to ₹9.2 crore, and eye makeup 62 per cent to ₹14.9 crore.

Lip makeup is still the biggest category on both channels, at ₹38.5 crore a month on quick commerce, but it grew only 12.9 per cent there. On Amazon, lip sales grew faster, by 43.7 per cent, though to just ₹12.5 crore. Eye, lip and face products together make up 81 per cent of quick-commerce makeup sales and 75 per cent of Amazon’s.

An impulse buy now

“Makeup is no longer a planned purchase,” said Devi Prasad Biswal, co-founder of 1DigitalStack. “Q-comm is now outpacing Amazon in category size,” he added, describing makeup as “an on-demand category, with impulse buying becoming a norm.” Search behaviour fits that reading. Generic beauty keyword searches rose 236 per cent on Blinkit and fell 76 per cent on Amazon, the report found.

Price matters on the quick apps. The share of quick-commerce lip makeup sales coming from the value segment rose from 34 per cent to 55 per cent in a year, while premium pricing still holds on Amazon. Among brands, the report says Mars Cosmetics and Laneige are gaining share on quick commerce, and that leading on Amazon does not guarantee leading on the quick-delivery apps.

Not only cheap, not only metros

The value shift in lipstick does not make quick commerce a discount channel. A separate Redseer study in July found that premium and masstige products account for 59 per cent of beauty and personal care spending on quick commerce, against 37 per cent across the overall market. Masstige is the band between mass and premium, priced above supermarket brands but below luxury labels. “Consumer preferences on quick commerce cannot be understood through the lens of traditional retail,” said Kushal Bhatnagar, partner at Redseer Strategy Consultants. Redseer put the annualised beauty and personal care market on Blinkit, Zepto and Instamart at nearly $1 billion, growing about 90 per cent a year, with more than three crore shoppers a month.

Geography is shifting as well. 1DigitalStack found Tier 2-plus cities growing faster than the metros. Delhi-NCR’s share fell in every makeup category, while other metros held flat. The Redseer study also found the market open to newcomers: the top 10 brands hold about 25 per cent of beauty GMV on quick commerce, and the next 65 brands hold about 50 per cent. Legacy brands still operate at about 1.7 times the scale of digital-native ones on these apps. “The market remains highly competitive, but is open to new brands,” said Nikhil Dalal, associate partner at Redseer.

What to watch

Quick commerce is still only about 5 per cent of India’s beauty and personal care market, Redseer estimates, and it expects that share to reach 10–12 per cent by 2031. Watch whether face and eye makeup keep their pace after the festive season, and whether the move towards value-priced lipstick spreads to other categories.

One gap in the data: the coverage does not give a platform-by-platform split, so it is not yet clear how much of this growth belongs to Blinkit, Instamart or Zepto individually. For brands, the report’s own checklist is visibility, assortment, shelf availability and pricing on each app, which is a very different job from managing one large marketplace listing.