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Myntra carried fragrance at 20.37% of its beauty and personal care order mix in Q1 2026, down 1.53 pp from 21.90% the year before. Nykaa shed 0.73 pp to 9.03%. Flipkart was the only platform where fragrance held ground, gaining 0.14 pp to 11.29%.
The AOV direction on each platform ran against the share direction on two of the three. Myntra's median basket value for fragrance rose from INR 492 to INR 564. Share fell, basket grew. Nykaa moved the other way: item-level median price fell from INR 458 to INR 399, as Lancome and Wanderlust entered the top five alongside Plum, widening the price range downward rather than compressing it upward. Flipkart stayed flat at INR 310, consistent with its brand mix — Bellavita, Wild Stone, and Fogg collectively held more than 30% of fragrance order share in Q1 2026, all sub-INR 500 brands.
Brand concentration on Myntra broke open in Q1 2026. He fell from 8.40% to 2.98%. Bla Bli Blu, absent from the top 15 a year earlier, entered at 7.23%. Bella Vita remained the top brand but lost 3.09 pp. Denver held at 8.74%. On Flipkart, Denver dropped from 9.34% to 5.12% and Bellavita eroded from 19.35% to 15.80%. Neither platform has a stable category leader right now.
Nykaa's brand story is structurally different. Plum led the category in both years but fell from 19.24% to 14.81%. Lancome entered at 6.40% and Wanderlust at 5.57%. Victoria's Secret dropped from 7.05% to 3.91%. The top five rotated across both international and newer domestic names simultaneously.
Repeat rates rose on Myntra, from 16.78% to 18.37%, and held near-flat on Flipkart at 18.88%. Nykaa stayed at 12.15%. The buyers who do return to fragrance on Nykaa do so less frequently than on either other platform.
Myntra has the highest fragrance category share and the strongest AOV growth. Its top five is also the most unstable it has been across the two periods in this data. A brand that can hold an INR 400 to INR 700 median price point has a genuine opening in a category that is actively reorganising. Nykaa is the right address for international or premium-adjacent brands, but even the category leader there is losing share. Flipkart's median AOV of INR 310 and flat repeat rate signal a volume-led, lower-ticket buyer profile. Want a custom cut of this data for your brand or category? Get in touch with the Vumonic team at vumonic.com