India's beauty playbook: e-commerce-first via Nykaa, Tira as luxury segment races to $4B by 2035
Global beauty brands chasing India's 1.4B-consumer market are bypassing brick-and-mortar for Nykaa, Tira, Blinkit and Zepto, where e-commerce now drives 36% of BPC sales versus 8% in 2021. Localized SKUs and aggressive marketing are table stakes as luxury beauty scales from $800M to a projected $4B over the next decade.
Analysis of how global beauty brands can win in India: e-commerce-first via Nykaa, Tira, Blinkit, Zepto outperforms brick-and-mortar; localized SKUs (kajal, smaller sizes) and aggressive marketing essential as luxury beauty heads to $4B by 2035.