"K-Beauty Spreads to India’s Smaller Cities"...Amazon Notes Growing Demand for Premium Products

【New Delhi, India—Pragya Awasati, Correspondent】K-beauty’s popularity, which has been spreading mainly across India’s major cities, is rapidly reaching smaller cities as online shopping and logistics infrastructure improve. 
According to local media reports on the 14th, Amazon India recently said sales of premium beauty products, including Korean cosmetics, have been rising in Patna, the capital of eastern Bihar. Analysts say consumers in smaller cities, once highly price-sensitive, are shifting toward brands and quality as delivery speeds improve.
Samir Kumar, Amazon India’s country head, said in an interview with a local media outlet, "Sales of premium products have increased significantly in Patna as delivery speeds have improved and consumers have experienced Amazon."
The trend is also being viewed as a new opportunity for the Korean cosmetics industry. Fueled by the popularity of the Korean Wave, demand for K-beauty in India is expanding beyond major cities into second- and third-tier cities. More consumers are also using online platforms to seek information about the ingredients and functions of Korean cosmetics. This indicates that K-beauty is establishing itself as an independent premium consumer market in India and creating a foundation for Korean companies to target consumers in regional areas without operating large offline stores. 
Amazon forecast strong sales of both premium products and value-for-money items ahead of the festival season. The 2025 Great Indian Festival drew approximately 2.76 billion visits. Seventy percent of new Prime members came from second- and third-tier cities.
Bihar is growing not only as a consumer market but also as a supply hub for e-commerce products. More than 34,000 sellers in Bihar have joined Amazon India. Including nearby areas, the number reaches approximately 129,000. Regional specialties such as Makhana, Madhubani painting, and Bhagalpuri silk sarees are also being sold across India and overseas through online channels. The expansion of e-commerce is giving Korean cosmetics companies an opportunity to target middle-class consumers throughout India, beyond the major cities.
Amazon considers Patna a potential location for the expansion of its instant-delivery service, Amazon Now. Amazon Now currently operates more than 750 small fulfillment centers in over 60 cities. Faster delivery is expected to further increase online purchases of repeat-use products such as cosmetics. This could give Korean cosmetics companies an opportunity to extend the brand recognition they have built in major cities to second- and third-tier cities. As India’s middle class and online consumer base continue to grow, attention is turning to whether second- and third-tier cities will emerge as K-beauty’s next growth market. 

[email protected] Pragya Awasati, Correspondent Reporter