Beauty and personal care brands in India are spending up to 10% of their quick commerce sales on advertising as competition intensifies across rapid delivery platforms, according to a new report by market research firm Redseer Strategy Consultants. The growing investment reflects the increasing importance of quick commerce as a discovery and purchasing channel for beauty products, with brands allocating larger portions of their marketing budgets to improve visibility on platforms such as Blinkit, Instamart, Zepto, and BigBasket Now.
The report highlights that quick commerce has evolved from being primarily a grocery delivery service into a key retail channel for beauty, skincare, cosmetics, and personal care products. As consumer demand for instant delivery rises, brands are increasingly using platform-specific advertising to secure premium placements, boost product discoverability, and drive conversions.
Beauty Brands Increase Advertising Spend on Quick Commerce
According to Redseer, beauty brands are investing heavily in sponsored listings and platform promotions to remain competitive.
Advertising expenditure can account for:
- Up to 10% of gross merchandise value (GMV) generated through quick commerce.
- Sponsored product listings.
- Banner advertisements.
- Search promotions.
- Category placement campaigns.
- Festival and promotional events.
The report notes that visibility within quick commerce apps has become a critical driver of sales, especially as consumers increasingly search directly on these platforms instead of traditional e-commerce websites.
Key Findings
| Metric | Details |
|---|---|
| Industry | Beauty and Personal Care |
| Advertising Spend | Up to 10% of quick commerce sales |
| Research Firm | Redseer Strategy Consultants |
| Major Channels | Blinkit, Zepto, Instamart, BigBasket Now |
| Primary Goal | Improve product visibility and conversions |
Quick Commerce Is Becoming a Major Beauty Channel
The rapid growth of quick commerce is reshaping how consumers purchase beauty products.
Key factors driving adoption include:
- Delivery within minutes.
- Growing assortment of premium brands.
- Convenience for repeat purchases.
- Rising demand for skincare and cosmetics.
- Increasing urban consumer adoption.
Unlike traditional e-commerce platforms, quick commerce is increasingly serving as both a discovery platform and an impulse purchase channel, encouraging brands to invest more heavily in digital merchandising.
Advertising Has Become Essential for Visibility
With hundreds of brands competing for consumer attention, paid advertising has become an important component of success on quick commerce platforms.
Brands are focusing on:
- Sponsored search rankings.
- Homepage visibility.
- Personalized recommendations.
- Product bundles.
- Seasonal promotional campaigns.
Higher visibility often translates into stronger click-through rates and increased conversions, making advertising spend a critical part of customer acquisition strategies.
Major Advertising Formats
| Advertising Type | Purpose |
|---|---|
| Sponsored Listings | Increase search visibility |
| Homepage Banners | Build brand awareness |
| Category Placements | Improve product discovery |
| Promotional Campaigns | Drive seasonal sales |
| Personalized Recommendations | Increase conversion rates |
Premium Beauty Categories Drive Growth
The report indicates that premium beauty segments are among the fastest-growing categories on quick commerce platforms.
High-growth categories include:
- Skincare.
- Cosmetics.
- Haircare.
- Fragrances.
- Men’s grooming.
- Wellness products.
Consumers increasingly value the ability to receive these products within minutes, particularly for urgent purchases or replenishment of frequently used items.
Competition Intensifies Among Platforms
India’s leading quick commerce companies are investing aggressively to attract beauty brands by expanding product assortments, improving recommendation algorithms, and offering enhanced advertising tools.
The growing focus on beauty reflects broader diversification beyond groceries as platforms seek to increase average order values and improve profitability through higher-margin categories.
For brands, however, increased competition also means higher marketing costs as multiple companies compete for premium digital shelf space.
Looking Ahead
Redseer’s findings underscore how quickly quick commerce has become an essential sales channel for India’s beauty and personal care industry. With brands spending up to 10% of their quick commerce sales on advertising, digital visibility is emerging as a key determinant of success. Sponsored listings, search promotions, and premium placements are no longer optional marketing tools but increasingly necessary investments to capture consumer attention in an increasingly crowded marketplace.
Looking ahead, advertising expenditure on quick commerce platforms is expected to continue rising as more beauty brands enter the segment and competition intensifies. As platforms expand their assortment of premium products and consumers become more comfortable purchasing beauty items through rapid delivery services, quick commerce is likely to play an even larger role in shaping marketing strategies, customer acquisition, and revenue growth across India’s beauty industry.
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