Flipkart's Top Selling Makeup Brands

Makeup category has relatively lower penetration compared to other personal care categories. However it is one of the most heavily advertised categories. HUL (Lakme) & L’Oreal (Maybelline) are the most popular brands; they spend heavily on omni channel campaigns and as a result are in the leadership position in this category.

However, equally interesting is the story and path of new / startup brands like – Swiss Beauty & Mars. Their success is all built on great and effective products and capitalising on affordability trend.

The Top 5 brands in this category collectively gather nearly 50% of volume share this means that the remaining 500+ brands capture about 50% of volume – this indicates a highly fragmented category with many brands building products to cater to varying needs like affordability, longevity etc. 

But key to success is about sharp positioning and especially if on online channels then focus on the urban user’s disposition towards affordability as the Average Selling Price (ASP) for top 5 brands apart from maybelline is Rs. 250


Blog written by : Anupam Asthana

Date:  06 June 2022

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