From Tier II consumers exploring Korean skincare to AI-driven beauty assistants and creator-powered storefronts, Amazon’s Siddharth Bhagat sees the future of beauty retail taking shape at the convergence of content, community, and commerce.
The beauty business has always been about aspiration. Today, however, aspiration is increasingly being shaped not inside stores, but on social media feeds. Whether it’s a skincare creator explaining barrier repair, a makeup artist reviewing the latest international launch or a regional influencer recommending a sunscreen in Bengali, content has become the first point of discovery. The purchase comes later.
That shift is redefining how beauty marketplaces compete. India is now the world’s fastest-growing online beauty market, with beauty e-commerce sales growing 39% year-on-year in 2024, significantly outpacing the growth of physical retail.
Creators Become Strategic Partners
For Amazon India, the response has been to move beyond being a marketplace and become a discovery platform. Speaking to Social Samosa on the sidelines of Beautyverse 2026, Siddharth Bhagat said the company increasingly views creators not simply as marketing channels but as strategic partners.
Content creators today help consumers discover trends, understand ingredients, and navigate an increasingly crowded beauty market. Amazon now works with more than 1.2 lakh creators through its growing creator ecosystem.
Beyond Awareness: The Creator Feedback Loop
The relationship between creators and marketplaces has evolved far beyond affiliate links. According to Bhagat, creators have become an important feedback loop for Amazon’s product strategy. Rather than only amplifying campaigns, they help Amazon understand consumer behaviour, identify emerging trends and influence the technology being built on the platform.
Their insights provide brands with a clearer understanding of what consumers are looking for, what they love and where gaps still exist.
The Rise of Beauty Commerce Beyond Metros
Amazon’s creator programmes have reached more than two crore shoppers, with over 70% of creator-led purchases now originating from non-metro cities. More than two-thirds of creators in Amazon’s network also come from smaller towns and cities, highlighting how regional voices are driving beauty discovery and commerce.
The trend mirrors broader industry shifts, with younger consumers and shoppers from Tier II and Tier III markets emerging as key drivers of beauty growth.
Beautyverse Evolves Into a Commerce Ecosystem
The rise of creator commerce is also changing how platforms think about events. What began as an experiential gathering of brands, creators and consumers has now expanded into a digital-first experience featuring creator content, product launches and shopping integrations.
For Amazon, Beautyverse is no longer just an event, it is becoming a year-round engine for engagement, discovery and sales.
Premium Beauty Finds New Audiences
Beauty’s online growth is also reshaping consumer preferences. Amazon has expanded its premium beauty portfolio with global brands such as Dolce & Gabbana Beauty, Paula’s Choice, Eucerin, Biodance and Kiehl’s.
Interestingly, demand for premium beauty is no longer limited to metropolitan consumers. Improved availability, faster deliveries and growing awareness are driving adoption across smaller cities and towns.
The Rise of the Informed Consumer
Today’s beauty shoppers are more informed than ever before. They are researching ingredients, comparing formulations, watching creator reviews and seeking personalised recommendations before making a purchase.
As consumers become more knowledgeable, brands are being pushed to innovate faster, listen more closely and deliver products that genuinely meet evolving needs.
The Future of Beauty Retail
For marketplaces like Amazon, the future extends beyond transactions. The next phase of beauty retail will be shaped by ecosystems where creators drive discovery, technology simplifies decision-making, and commerce seamlessly integrates with content and community.
In this new landscape, the brands and platforms that succeed will be those that help consumers discover, learn and shop with confidence.
