The beauty industry is undergoing a significant transformation with the rise of quick commerce, reshaping how consumers shop for personal care and skincare products. Driven by the demand for speed, accessibility, and convenience, beauty brands are adapting their strategies to cater to the fast-paced lifestyles of modern consumers. Companies like Etude, Fixderma, and Innisfree India are at the forefront of this shift, leveraging rapid delivery platforms to enhance customer experience and drive business growth.

The Evolution of Quick Commerce in Beauty

Quick commerce initially gained traction by fulfilling urgent, last-minute needs. However, it has evolved beyond immediate necessity into a key retail channel, offering brands a new way to reach consumers. Platforms such as Nykaa, Myntra, Blinkit, Zepto, and Swiggy Instamart have successfully integrated beauty products into their rapid delivery models, making everyday essentials available at consumers' fingertips.

Etude noted that speed and accessibility have become non-negotiable in today’s beauty industry. "It’s all about meeting fast-paced lifestyles and staying competitive in a rapidly evolving market," said Mini Sood Banerjee, Head of Marketing and Assistant Director, Amorepacific India. Fixderma echoed this sentiment, highlighting that quick commerce aligns perfectly with the modern consumer’s preference for hassle-free shopping and instant gratification. "Our entry into this space was a natural continuation of our commitment to innovation and customer-centricity," added Preetam Jena, CMO and E-Commerce Head, Fixderma India. Innisfree India sees this transformation as an opportunity to align with consumer expectations while maintaining a balance between convenience and sustainability.

Beauty Brands Are Entering Quick Commerce

The transition to quick commerce isn’t just about speed—it’s about being present at the right moment. Whether for a last-minute event, a forgotten skincare essential, or an impulse purchase, consumers now expect their favorite products to arrive within hours. Brands recognize this shift and are taking strategic steps to integrate quick commerce into their distribution models.

Etude highlighted that its move into the quick commerce space was driven by the need to stay innovative and accessible. "Being a brand that listens to its customers, we knew this was a natural step," Banerjee explained. Similarly, Fixderma acknowledged the role of rapid delivery platforms in shaping modern shopping habits. "Platforms like Blinkit and Zepto have redefined how we shop, and we wanted to be a part of this transformation," stated Jena.

Innisfree India’s decision to enter this space was guided by the evolving expectations of consumers who seek convenience without compromising on product quality. "By leveraging quick commerce, we can make Innisfree’s skincare solutions more accessible while staying true to our eco-conscious values," said Mini Sood Banerjee, Assistant Director & Head of Marketing, Innisfree India.

Challenges in Adapting to Quick Commerce

Despite its advantages, quick commerce presents unique challenges for beauty brands. One of the primary concerns is packaging—products need to be compact yet sturdy enough to withstand rapid delivery cycles.

Etude pointed out that customers on these platforms often prefer travel-sized products, which conveniently align with their existing lineup. It worked closely with logistics teams to ensure safe handling and high-quality delivery.

Fixderma highlighted the difficulty of inventory management, explaining that sudden spikes in demand within a single pincode can lead to temporary stockouts. While products are typically restocked the next day, managing supply chain logistics in quick commerce remains a challenge.

Innisfree India emphasized the importance of protective packaging to safeguard delicate skincare items during rapid transit. It is constantly innovating its packaging solutions to ensure its products reach customers in pristine condition.

Product Innovation for Quick Commerce

To cater to the quick commerce model, brands are launching products specifically tailored for rapid delivery. Miniatures, curated kits, and essential skincare items have become popular choices.

Etude has introduced must-have products for last-minute touch-ups, including fixing tints in multiple shades. Its focus on lightweight, eco-friendly packaging makes its products well-suited for quick delivery.

Fixderma has launched a selective range of SKUs, typically between 12 and 20, to align with consumer preferences. "Smaller-sized packs allow customers to trial products before committing to a larger size," explained Jena. It has also introduced bundle packs for certain products to enhance profitability.

Innisfree India has focused on frequently used skincare essentials such as cleansers, moisturizers, and serums. Curated skincare kits and travel-sized versions of its bestsellers perfectly align with the convenience-driven nature of quick commerce.

Ensuring Quality in Rapid Delivery

Maintaining product integrity during rapid delivery is a top priority for brands operating in this space. From robust packaging to standardized logistics, brands are implementing various measures to ensure quality control.

Etude relies on secure packaging, optimized storage, and quality checks to guarantee fresh and authentic products upon delivery. "Our smart SKU selection ensures that customers receive high-quality products instantly and flawlessly," asserted Banerjee.

Fixderma underscores the importance of standardizing delivery processes. If packaging is robust and up to standard, the quality of products remains uncompromised, even during fast-paced delivery cycles.

Innisfree India prioritizes eco-friendly protective packaging to minimize damage during transit. Regular quality checks help it maintain the premium experience its customers expect, even with the fast pace of quick commerce.

Customer Feedback and Insights

Consumer feedback plays a crucial role in refining quick commerce strategies. It provides valuable insights into purchasing behavior, product preferences, and areas for improvement.

Etude acknowledges that customer feedback has helped shape its quick commerce lineup, highlighting the demand for smaller, more affordable packs. While Fixderma points out that structured product reviews are not yet fully established in the quick commerce space. "While some platforms offer basic rating systems, detailed feedback mechanisms are still lacking," Jena noted. However, it actively analyzes insights from other e-commerce platforms to refine its offerings.

Innisfree India values consumer feedback to guide product development and enhance the overall customer experience. "By staying attentive to customer needs, we ensure that our quick commerce strategy resonates with their expectations," Banerjee shared.

Future of Quick Commerce in Beauty

As quick commerce continues to expand, brands are looking at innovative ways to scale their presence in this fast-growing sector.

Etude plans to introduce more mini-products and exclusive launches, focusing on faster delivery and strategic collaborations. "Creative marketing campaigns that tap into the ‘buy-now’ mindset will be key," Banerjee stated.

Fixderma views quick commerce as a major revenue driver for their e-commerce business. "We anticipate it could account for up to 35 percent of our overall e-commerce revenue in the near future," projected Jena. The brand has dedicated teams managing this channel, underscoring its growing significance.

Innisfree India aims to strengthen partnerships with Blinkit and Zepto while expanding its product portfolio to include more curated SKUs. "Our goal is to make Innisfree even more accessible while maintaining our commitment to quality and sustainability," concluded Banerjee.