Inside Amazon Beauty with Siddharth Bhagat: The rise of J-Beauty, K-Beauty and new-age luxury routines

Over the past few years, India’s beauty consumers and their preferences have undergone a remarkable transformation. Today, they know their ceramides from their centella, have a 10-step routine saved from Instagram, and are just as likely to buy a Japanese cleansing oil as they are a homegrown cult sunscreen. Skincare is science-led, makeup is skin-first, premiumisation is becoming mainstream, and the youth has become the cultural engine pushing global trends into everyday routines.

At the centre of this shift is Amazon Beauty, one of India’s largest online destinations, for makeup, skincare, fragrance, haircare and dermaceutical essentials. With Amazon’s The Beauty Sale, presented by Maybelline, in association with Vaseline, live from 22nd-26th November, customers can experience blockbuster deals from K-beauty favourites and J-beauty staples to luxury icons, Gen Z picks, and winter-care essentials, showcasing how Amazon is leaning deeper into global curation than ever before.

This year, Japanese beauty takes a special spotlight alongside Korean icons and a fast-growing roster of international labels. To understand the strategy behind this expansion, Harper’s Bazaar sat down with Siddharth Bhagat-Director, Amazon Fashion and Beauty, for an exclusive conversation. Excerpts:

Harper's Bazaar: Global beauty philosophies are increasingly influencing Indian skincare habits. What is Amazon Beauty doing differently to convert this cultural shift into long-term customer value?

Siddharth Bhagat: Indian beauty shoppers today are exploring global trends more confidently than ever—whether it’s cult makeup, new-gen skincare, or emerging international labels. This shift toward global discovery played a key role in how we designed this experience. At Amazon Beauty, we are continually enhancing the online beauty shopping experience by offering a curated yet comprehensive selection of top brands, trending skincare ingredients, new launches, and unique finds. To make discovery seamless, we have built dedicated storefronts that guide customers through the vast beauty landscape with ease. The Global Beauty Store brings together 75+ international brands and over 5,000 products—from Anastasia Beverly Hills and NUDESTIX to AXIS-Y—making global beauty more accessible than ever. Our Derma Store, a one-stop destination for science-led skincare, features leading global derma brands like CeraVe, Cetaphil, BIODERMA, ISDIN, and Avène, along with new-age labels that help customers build complete, ingredient-forward routines.

All of this becomes even more exciting with this edition of Amazon’s The Beauty Sale where our widest selection comes together with some of the season’s most compelling offers to unlock effortless discovery. Ultimately, our focus is to use curation, technology, and selection depth to elevate every aspect of the beauty shopping experience—bringing customers everything they’re looking for, and everything they didn’t know they needed, all with the convenience and trust of Amazon.

HB: K-beauty and J-beauty continue to fascinate Indian consumers. How has Amazon seen Korean and Japanese skincare evolve on the markeplace, and what standout K-beauty and J-beauty deals can shoppers look forward to?

SB: K-beauty and J-beauty have both seen remarkable momentum on Amazon, fuelled by rising ingredient awareness, a preference for minimalist routines, and an expanding appetite for global skincare. Over the past year, K-beauty has emerged as one of the fastest-growing segments on Amazon Beauty, recording over 75 per cent growth during the festive period, with brands like CosRx, Beauty of Joseon and AXIS-Y leading the charge. J-beauty, meanwhile, is gaining steady traction for its ritual-driven yet minimalist philosophy. Customers are increasingly drawn to gentle formulations, ceramide-rich moisturisers, lightweight sunscreens, and functional haircare—a reflection of the timeless staples that define Japanese beauty. 

HB: Makeup trends keep evolving every day. How does Amazon ensure trend-led curation, and which makeup categories are seeing the biggest traction this season?

SB: The beauty industry in India is evolving at remarkable speed, shaped by shifting consumer preferences, the surge of social commerce, and a growing desire for personalised, results-driven routines. At Amazon Beauty, agility means staying deeply attuned to what customers want—acting quickly on emerging trends and experimenting confidently with new formats, formulations, and digital-first innovations. We are continuously pushing to make beauty more inclusive, accessible, and discovery-led, through tech-enabled tools like SkinCare Advisor and immersive experiences such as Beautyverse. In a landscape defined by constant change, I believe the businesses that remain truly customer-obsessed, move with speed, and embrace innovation as a way of life will be the ones that lead, shape, and thrive in the next chapter of beauty in India.
This season, makeup trends on Amazon are being shaped heavily by global skincare movements. As customers lean into routines influenced by global trends—we're seeing a strong shift toward skin-first makeup. Whether customers are building a base with sunscreen and moisturizer or completing a routine with complexion products, Amazon’s wide selection ensures they can shop complete, trend-aligned regimens in one place.

HB: With so many categories—makeup, luxury, professional care, winter essentials—how does Amazon Beauty guide users in building personalized regimens across skin, hair, and body?

SB: At Amazon Beauty, our focus is on creating access to a curated yet truly comprehensive selection of international brands, trending ingredients, new launches, and even rare, hard-to-find favourites—delivered with exceptional value. Our commitment to innovation drives us to continually invest in technologies that elevate the beauty shopping experience. This includes features like virtual try-ons and the Skincare Analyser, an intelligent tool built directly into Search, enabling customers to take a short survey and receive recommendations tailored to their skin type and goals. For more than 25 years, Amazon has been at the forefront of using technology to transform customer experience, and we believe generative AI will redefine almost every aspect of how customers interact with our marketplace. Over the past year, we’ve introduced several generative AI–powered capabilities on Amazon.in to make shopping simpler, smarter, and more intuitive. Among them is Rufus—our expert shopping assistant trained on Amazon’s vast catalogue and trusted information from across the web—to answer questions, compare products, and deliver personalized recommendations with ease.

HB: Gen Z shoppers are increasingly prioritising value without compromising on innovation, while also loving experimentation—from viral hacks to multipurpose beauty. How is Amazon shaping The Beauty Sale and the overall shopping experience to meet this new-wave consumer’s expectations for affordability, efficiency, and innovation?

SB: Gen Z is one of our most dynamic customer groups, accounting for 45 per cent of our beauty shoppers, and their preferences are reshaping the category. They value authenticity, innovation, and purpose-driven brands, and love exploring everything from viral hacks to multipurpose, time-saving beauty regimes. To meet these expectations, Amazon is creating a shopping experience that is fast, easy, and discovery-driven. 
We are seeing a fascinating customer duality emerge—particularly among Gen Z—where value-conscious shopping and premium aspirations seamlessly coexist. This audience wants access to global beauty movements like K-beauty and J-beauty, science-backed formulations, and premium brands, but at prices that feel smart, fair, and within reach. This edition of The Beauty Sale has been thoughtfully curated to meet exactly these evolving preferences. By bringing together premium brands, global trends, and meaningful value through bundled savings, tiered offers, and curated edits, The Beauty Sale ensures that Gen Z never has to choose between innovation and affordability—because here, they get both.

HB: Skincare and haircare have become deeply routine-driven, with trends like slugging, skin cycling, and bond-repair everywhere on social media. How is Amazon curating products and regimens that align with these global care trends?

SB: As skincare and haircare become more routine-driven, we help customers navigate global trends with clarity and purpose. Whether it’s slugging, skin cycling, bond repair, or barrier building, products are organised by need, ingredient, and concern—so it’s easy to see what fits into each step of a routine. Clear edits for hydration, exfoliation, barrier care, strengthening treatments, and seasonal essentials guide customers in building effective regimens. Our Winter Store adds cold-weather favourites from Vaseline and L’Oréal Paris, making it simple to adapt routines as the season changes and keep skin and hair healthy all winter long.

HB: India’s demand for luxury beauty is growing rapidly. How is Amazon bridging the gap between premium global brands and accessibility?

SB: India’s online beauty market is witnessing robust growth, driven by rising demand from tier two and three cities, growing Gen Z and millennial consumption, and increasing appetite for both affordable and premium offerings. Consumers are shopping more frequently, with a strong tilt towards trend-led, tech-enabled, and personalized experiences. At Amazon Beauty, we believe the biggest opportunities lie in premiumization, tech-led discovery, and creator-powered influence. Consumers today are increasingly investing in high-performance products, international brands, and science-backed formulations—particularly in skincare, derma beauty, and haircare. 
This festive season, premiumisation is shaping beauty buying behavior. The premium beauty segment in India is among the fastest-growing, with Amazon Beauty India recording over 50 per cent  year-to-date growth in 2025, as customers increasingly seek high-performance, science-backed, and globally recognised products. Brands like CeraVe and L’Oréal Professional continue to gain strong traction, reflecting a shift toward dermatology-backed skincare and salon-grade solutions.

As beauty becomes more global, scientific, routine-driven, and trend-responsive, Amazon Beauty is positioning itself as the one place where indulgence feels accessible. This edition of The Beauty Sale brings that vision to life with a wide and curated selection of J-beauty and K-beauty icons, luxury favourites, makeup bestsellers, winter essentials, derma-led staples, professional care, and Gen Z value picks, featuring brands such as CosRx, Beauty of Joseon, AXIS-Y, D’Alba, L’Oréal Paris, Cetaphil, Laneige, Lovechild by Masaba, Maybelline New York, Moroccanoil, and more at up to 70% off. With compelling deals across categories, guaranteed authenticity, and the convenience of Amazon’s fast and reliable delivery, The Beauty Sale becomes a beauty lover’s dream, whether you are building your first minimalist J-beauty routine, experimenting with skincare actives, or treating yourself to high-performance luxury formulas.

All images: The brand

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