The D2C Lipstick Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 435 stores that sell lipstick in some capacity, and 14,043 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 Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C lipstick market overview
1 in every 166 Indian D2C stores on Shopify sells lipstick: 435 stores, 0.6% of the 72,203 we track. 101 of them (23%) are lipstick specialists, where lipstick is the largest product line or at least a quarter of the range. The other 334 sell lipstick next to something else, most often makeup (123), skincare (79), nails (16), hair care (14).
The 36 specialist brands with measurable branded demand draw 80,348 branded searches a month between them, and the top 10 take 89% of that.
Activity in the last 90 days
Lipstick specialists listed 1,504 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist lipstick brand that launched something new, on average, added 25 products.
Examples of brands recently adding new products
Lakme Salon listed 84 new lipstick products in the last 365 days. Examples:
Mrucha Beauty listed 35 new lipstick products in the last 365 days. Examples:
Parul Garg Beauty listed 27 new lipstick products in the last 365 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 GoodnessBrands like Plum Goodness → | Thane | 24,360 | 58 |
| 2 | Lakme Salon | Mumbai | 12,320 | 43 |
| 3 | Mrucha BeautyBrands like Mrucha Beauty → | Kharar | 11,666 | 31 |
| 4 | Simply NamBrands like Simply Nam → | Mumbai | 9,240 | 33 |
| 5 | HYUE | Mumbai | 4,853 | |
| 6 | Iba Cosmetics | Ahmedabad | 2,240 | 43 |
| 7 | Prishe Beauty | Delhi | 1,866 | 3 |
| 8 | Staze Beauty | Gurugram | 1,866 | 30 |
| 9 | NXTFACE | Gurugram | 1,400 | 0 |
| 10 | Tint Cosmetics | Mumbai | 1,306 | 10 |
Lipstick pricing in D2C India
The median price of lipstick is ₹499 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 ₹799.
Price by kind of lipstick
| Kind | Stores | Median price |
|---|---|---|
| Matte | 115 | ₹474 |
| Lip gloss and tints | 81 | ₹499 |
| Lip crayons and pencils | 47 | ₹499 |
| Liquid lipstick | 46 | ₹617 |
| Bullet lipstick | 23 | ₹708 |
| Sets and combos | 20 | ₹779 |
Example products
Lower end, around ₹229
Around the median, ₹499
What Indian lipstick brands also sell
11% of lipstick specialists sell lipstick and nothing else. The rest carry at least one other line: makeup for 69% of them, skincare for 53%.
Examples of what else lipstick brands sell
Lakme Salon also sells makeup. Examples:
Iba Cosmetics also sells skincare. Examples:
More data on Indian lipstick brands
Geography
Delhi, Mumbai and Ahmedabad are home to the most lipstick sellers. Delhi stands out: it has 25.2% of lipstick sellers against 13.9% of all stores.
| State | Lipstick sellers | % of lipstick sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 108 | 25.4% | 17.7% |
| Delhi | 107 | 25.2% | 13.9% |
| Gujarat | 40 | 9.4% | 10% |
| Haryana | 33 | 7.8% | 6.9% |
| Uttar Pradesh | 33 | 7.8% | 9% |
| Karnataka | 21 | 4.9% | 7.9% |
| Tamil Nadu | 19 | 4.5% | 6.8% |
| Punjab | 14 | 3.3% | 2.9% |
Cash on delivery
50.6% of lipstick sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among lipstick specialists it is 63.4%.
| 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). | plumgoodness.com/pages/faqs |
| Prishe Beauty | Yes | Yes, we do have free shipping as well as a COD option. | prishebeauty.com/pages/faq |
| Pilgrim | Yes | We accept credit/debit cards, Net banking, UPI, and Cash on Delivery (COD). | discoverpilgrim.com/pages/faq |
| Parul Garg Beauty | Conditional | ₹49 COD Convenience Fee on all Cash on Delivery (COD) orders | parulgargbeauty.com/pages/shipping-and-delivery-info |
| INKHUB | Conditional | For Partial COD orders, the ₹250 advance is non-refundable and the order will be cancelled if refused at delivery. | inkhub.in |
| Biotique | Conditional | Cash on delivery service available only in select regions. | biotique.com/pages/faqs |
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 | 263 | 60.6% | 45.7% |
| Shiprocket | 149 | 34.3% | 23.5% |
| GoKwik | 99 | 22.8% | 10.4% |
| Instafeed | 97 | 22.4% | 17.7% |
| Microsoft Clarity | 71 | 16.4% | 12% |
| Shiprocket Checkout (Fastrr) | 68 | 15.7% | 9.6% |
| Wigzo | 50 | 11.5% | 5% |
| GoAffPro | 37 | 8.5% | 2.1% |
| Whatmore | 32 | 7.4% | 4.2% |
| Klaviyo | 31 | 7.1% | 4.3% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these lipstick brands.
The biggest lipstick ranges belong to MI Fashion (406 products), Krayons (381 products) and Oulac India (193 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 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.