The face serum category on quick commerce grew 3.5x in one year, from ₹15 Cr in Q1 2025 to ₹53 Cr in Q1 2026, and the peak is still ahead. The category is being reshaped by dark store expansion into tier 2/3 cities, a surge in trial-first buying behaviour with mini packs now at 41% of sales, and a new wave of D2C challengers like Hyphen and Pilgrim rapidly closing the gap on the long-dominant Minimalist.
This report tracks how the category has moved across brands, ingredients, pack sizes, price bands, visibility, and performance marketing across Blinkit, Swiggy Instamart, and Zepto, covering 6 regions in India.
The Report Covers 10+ Brands Analysis Over
₹53 Cr
Q1 2026 GMV (up from ₹15 Cr in Q1 2025)
3.5x
YoY category growth in 12 months
45%
Tier 2/3 GMV share, up 14 pp from Q2 2025
6
India Regions covered on Quick Com
Uncovering Insights On
- Category size & GMV
- Top brands & share shifts
- Active ingredient trends (Vitamin C, Niacinamide, AHA/BHA, Hyaluronic Acid)
- Price band & pack size dynamics
- Search & visibility (paid vs organic SOV)
- Regional deep dives
- Performance marketing & ROAS benchmarks
- Top SKU leaderboard
