The D2C Lipstick Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 70,164 total live D2C Shopify stores operating in India. We found 416 stores that sell lipstick in some capacity, and 10,393 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C lipstick market overview
1 in every 169 Indian D2C stores on Shopify sells lipstick: 416 stores, 0.6% of the 70,164 we track. 104 of them (25%) are lipstick specialists, where lipstick is the largest product line or at least a quarter of the range. The other 312 sell lipstick next to something else, most often makeup (116), skincare (74), nails (15), hair care (15).
The 29 specialist brands with measurable branded demand draw 77,550 branded searches a month between them, and the top 10 take 90% of that.
Activity in the last 90 days
Lipstick specialists listed 1,948 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist lipstick brand that launched something new, on average, added 28 products.
Examples of brands recently adding new products
Mrucha Beauty listed 32 new lipstick products in the last 90 days. Examples:
Parul Garg Beauty listed 14 new lipstick products in the last 90 days. Examples:
Luxiora Cosmetics listed 26 new lipstick products in the last 90 days. Examples:
Top D2C brands selling lipstick in India
The ten most searched-for lipstick specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | Plum Goodness | Thane | 22,680 | 58 |
| 2 | Mrucha Beauty | Mohali | 11,106 | 31 |
| 3 | Simply Nam | Mumbai | 10,640 | 33 |
| 4 | Lakme Salon | Mumbai | 10,173 | 43 |
| 5 | BOBI | Pune | 6,253 | 2 |
| 6 | Iba Cosmetics | Ahmedabad | 2,333 | 43 |
| 7 | Mishmash Naturals | Raipur | 2,053 | 4 |
| 8 | Prishe Beauty | Delhi | 1,586 | 3 |
| 9 | Tint Cosmetics | Mumbai | 1,493 | 10 |
| 10 | Staze Beauty | Gurugram | 1,306 | 30 |
Lipstick pricing in D2C India
The median price of lipstick is ₹495 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹299 and ₹747.
Price by kind of lipstick
| Kind | Stores | Median price |
|---|---|---|
| Matte | 131 | ₹474 |
| Lip gloss and tints | 95 | ₹465 |
| Liquid lipstick | 57 | ₹599 |
| Lip crayons and pencils | 56 | ₹483 |
| Bullet lipstick | 30 | ₹708 |
| Sets and combos | 24 | ₹779 |
Example products
Lower end, around ₹232
Around the median, ₹495
What Indian lipstick brands also sell
8% of lipstick specialists sell lipstick and nothing else. The rest carry at least one other line: makeup for 67% of them, skincare for 55%.
Examples of what else lipstick brands sell
Lakme Salon also sells makeup. Examples:
Iba Cosmetics also sells skincare. Examples:
Parul Garg Beauty also sells eyeliner & kajal. Examples:
More data on Indian lipstick brands
Geography
Delhi, Mumbai and Gurugram are home to the most lipstick sellers. Delhi stands out: it has 24.4% of lipstick sellers against 13.8% of all stores.
| State | Lipstick sellers | % of lipstick sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 103 | 25.4% | 17.5% |
| Delhi | 99 | 24.4% | 13.8% |
| Gujarat | 36 | 8.9% | 9.9% |
| Uttar Pradesh | 32 | 7.9% | 9.2% |
| Haryana | 31 | 7.7% | 7% |
| Karnataka | 20 | 4.9% | 7.9% |
| Tamil Nadu | 15 | 3.7% | 6.6% |
| Punjab | 13 | 3.2% | 2.8% |
Cash on delivery
50.2% of lipstick sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among lipstick specialists it is 61.5%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Plum Goodness | Yes | We offer payment methods such as UPI, debit/credit card, netbanking, wallet, and cash on delivery (COD). | /pages/faqs |
| Prishe Beauty | Yes | Yes, we do have free shipping as well as a COD option. | /pages/faq |
| Pilgrim | Yes | We accept credit/debit cards, Net banking, UPI, and Cash on Delivery (COD). | /pages/faq |
| INKHUB | Conditional | For Partial COD orders, the ₹250 advance is non-refundable and the order will be cancelled if refused at delivery. | / |
| Juicy Chemistry | Conditional | We do not offer COD for International orders. | /pages/shipping-policy |
| Earth Rhythm | Conditional | In case of cancellation of any such order placed where the payment option opted by the customer is COD, the COD fee shall be non- refundable under any case. | /pages/shipping-returns |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among lipstick sellers, with the same figure for all stores.
| App | Lipstick sellers | % of lipstick sellers | % of all stores |
|---|---|---|---|
| Judge.me | 254 | 61.2% | 46.1% |
| Shiprocket | 155 | 37.3% | 23.7% |
| Instafeed | 95 | 22.9% | 17.6% |
| GoKwik | 90 | 21.7% | 10.3% |
| Microsoft Clarity | 70 | 16.9% | 11.7% |
| Shiprocket Checkout (Fastrr) | 69 | 16.6% | 9.5% |
| Wigzo | 49 | 11.8% | 5.1% |
| GoAffPro | 33 | 8% | 2.1% |
| Whatmore | 33 | 8% | 4.2% |
| SendWILL | 30 | 7.2% | 4.7% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these lipstick brands.
The biggest lipstick ranges belong to MI Fashion (406 products), Kiro (150 products) and Lakme Salon (94 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling lipstick" if its catalogue lists at least three live lipstick products, or a lipstick collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.