Flipkart's bodycare added 1.54 percentage points of personal care share in Q1 2026. No other category on any of the four platforms moved faster.
Key metrics
Nykaa: haircare 15.36% of personal care (+0.08 pp) · bodycare 6.69% (+0.25 pp)
Myntra: haircare 18.02% (+0.37 pp) · bodycare 6.38% (−0.67 pp)
Flipkart: haircare 19.12% (+1.32 pp) · bodycare 9.51% (+1.54 pp) — only platform where both categories gained over 1 pp
Amazon: haircare 23.02% (+1.36 pp), highest haircare share of any platform · bodycare 11.82% (−0.63 pp)
AOV Q1 2026: Nykaa haircare INR 622 / bodycare INR 359 · Myntra haircare INR 1,404 / bodycare INR 1,261
Flipkart AOV (2026 only): haircare INR 880 / bodycare INR 675
Amazon AOV (directional, ~55% fill rate): haircare INR 441 / bodycare INR 318
7.1
Nykaa barely moved on either category. Haircare held 15.36% of personal care orders, up 0.08 pp. Bodycare reached 6.69%, up 0.25 pp. AOV fell for both year on year: haircare from INR 690 to INR 622, bodycare from INR 387 to INR 359. Two categories holding share at lower prices.
Myntra split the two categories in opposite directions. Haircare grew to 18.02%, up 0.37 pp. Bodycare fell to 6.38%, down 0.67 pp, the sharpest bodycare loss in this dataset. Haircare's basket AOV of INR 1,404 is the highest figure across any platform-category combination here. Bodycare sits close behind at INR 1,261.
Flipkart and Amazon tell different stories at similar scale. On Flipkart, haircare gained 1.32 pp to 19.12% and bodycare gained 1.54 pp to 9.51%, the only platform where both grew by more than a point in the same quarter. Q1 2026 AOV here is INR 880 for haircare and INR 675 for bodycare. Amazon's haircare reached 23.02%, the highest share of any platform, gaining 1.36 pp. Its bodycare slipped 0.63 pp to 11.82%.
Flipkart is the platform to watch for a bodycare brand going into Q2 2026. A 1.54 pp gain in one quarter, on a category that still sits below 10% of personal care share there, means the runway and the momentum are in the same place at the same time.
Tags: Haircare · Bodycare · Nykaa · Myntra · Flipkart · Amazon · Q1 2026 · Consumer panel data · Personal care
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