India is shopping online more than ever before, with 280-300 mn online shoppers in 2025 accounting for $120-140 bn in ecommerce spends. With ecommerce reshaping shopper behaviour, the $15- 20 bn beauty and personal care (BPC) market is seeing significant shifts.
The February 2026 BCG report, '$300 Billion Connected Commerce', reveals that digital influence and digital purchase in BPC have both grown 3x since 2021. It also reveals a paradox: 53% of BPC shoppers are digitally influenced, 33% buy online, and 6% qualify as habitual online shoppers. As digital influence and commerce continue to transform shopping habits, beauty brands, platforms and channels need to meet shoppers where they are.
