In a bid to democratise the Beauty and Personal Care (BPC) segment, E-commerce company Flipkart is working with companies to create regimen packs and increase penetration.
The company hosted its third edition of Glam Up Fest 2025 in Mumbai. The two-day event is expected to bring together over 100 brands, including Korean beauty brands.
“There are customers who do not want to spend much on different pack sizes, so we are building regimen packs with brands, which allow for multiple products to be put in one pack. The format will allow products with new formats, including serum, sunscreen sticks, and perfumes, to penetrate faster. This year, we are seeing both metro and tier two and tier three markets drive growth,” Manjari Singhal, Head of Business, Cleartrip, FMCG, and General Merchandise, Flipkart, told businessline.
Video Commerce
The company is also working with nano influencers to introduce video commerce to sell products through videos on its platform. Flipkart’s premium beauty and personal care grew 70 per cent year-on-year.
“We believe the next set of growth and the customers will not come from just the static selling that we do. It will come from driving inspiration through video commerce. We have seen that there is a creator ecosystem that can influence quickly. Decision-making becomes much easier. Flipkart, a shopping platform, is the right place to scale it. Brands are interested in talking to customers directly. Further, there is video content that influencers create which we host on our platform, that induces direct purchase,” she said.
The company believes that influencers through social media are reaching the smallest towns where customers want to move to newer trends. In the beauty and personal care segment, the company has witnessed an 81 per cent year-on-year growth in Korean beauty, making it the fastest-growing segment on the platform.
“The regional beauty needs are becoming increasingly important. Variations in air quality, water hardness, humidity, and diet are influencing skin and hair concerns across India. Flipkart is addressing these micro-needs with tailored assortments, especially in Tier 2+ cities, to serve a broader spectrum of Indian consumers,” the company stated.