Amazon to expand premium beauty store with 100 brands in 2026: All details

Amazon India has announced plans to expand its premium beauty portfolio in 2026. The e-tailer is adding more than 100 new brands to its online marketplace as demand for international beauty products continues to rise nationwide. The new additions will include brands such as Dolce & Gabbana, Laura Mercier, Elemis, Urban Decay, Aveda, La Roche-Posay, Eucerin and Paula’s Choice, among others. The company said customers will also see a wider range of Japanese, Australian and French beauty products, along with Middle Eastern fragrance brands.



The expansion of premium beauty brands is expected to begin through 2026, with additional launches planned around Amazon’s Prime Day sale in July. The announcement comes as Amazon India reported 50% year-over-year growth in its premium beauty segment, with increasing demand emerging beyond metro cities.

Over half of premium beauty demand now comes from smaller cities: Amazon India

According to Amazon India, more than 50% of demand for premium beauty products is now coming from tier-2 and tier-3 cities, including Thrissur, Dehradun, Patiala, Guwahati, and Kolhapur.



Siddharth Bhagat, Director – Beauty, Amazon India, said, “India's beauty industry is seeing a clear shift from availability-led shopping to more intentional, discovery-led consumption, driven by growing awareness of global beauty trends. On Amazon, premium beauty is growing 50% YoY, with demand for K-beauty and French pharmacy nearly doubling year-over-year.”



“We're seeing more than 50% of this demand come from Tier 2 and Tier 3 cities such as Thrissur, Dehradun, Patiala, Guwahati and Kolhapur — a strong signal that premium beauty aspiration is penetrating deep across Bharat,” he added.



Bhagat also said that nearly half of all beauty orders across India’s top 100 cities are now delivered on the same day or the next.

Amazon says international beauty categories see higher adoption in India

Amazon said Korean beauty products and French pharmacy brands, including CeraVe, Avène and Embryolisse, have recorded nearly twofold year-over-year growth on the platform. Middle Eastern fragrance brands, including Rasasi and Lattafa, have grown nearly threefold during the same period.



The company also reported growth in direct-to-consumer haircare brands and premium men’s grooming categories, including multi-groomers and all-in-one grooming kits.



Amazon said it is using AI-powered tools such as Rufus, its shopping assistant, and image-based search via Amazon Lens AI to help users compare ingredients, discover products, and receive personalised recommendations.