The Curious Case of Beauty Battles - Skincare (Face)

Overall in the eCommerce space Beauty segment is one of the top contributors to overall eCommerce order volume. As per Vumonic Datalabs estimates the Beauty Segment contributes more than 10% of overall items sold online. And within this Beauty Segment contribution of Skincare is the highest at 33% followed by Hair Care at 25%.

Skincare is a complex category on its own – with many sharp subcategories - Bleaches, Cleansers & Face Wash, Cleansing Creams & Milks, Creams & Moisturisers, Face Masks, Face Pack, Facial Kit, Facial Scrubs & Polishes, Sunscreen & Aftercare, Toners. All of these subcategories have different benefits and in turn different platform preferences

We analyzed nearly 200K Beauty items sold on these platforms from the period of Jan to June 2022 and it is clear that the consumer preferences for the choice of platforms vary across different subcategories within the Facial Skincare category. This is interesting as all the platforms are seeking business from young urban females however Nykaa is doing a much better job at it for Masks and Toners – this is possibly due to better equity in the Make-up sub-category and Mask and Toners are extensively used by users of Make-up.

The main reason for this huge lead for Nykaa in this subsegment is that it is seen as a focused platform for Beauty needs. Another interesting point to note is that Nykaa & Purplle have the highest average order value; nearly 3x of other platforms.

Consumer behavior data is crucial to know and should get baked into the strategy for efficient execution. This can be done effectively by using Vumonic’s behavioral data for eCommerce for many different categories.


Written by: Anupam Asthana

Date:  13 Sept 2022

Vumonic Datalabs is a global consumer intelligence platform. We provide high-quality, deterministically linked, large structured data that can be used to derive deep consumer,  business, and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in privacy and secure manner via large global panels.