New Delhi, June 21 -- Gen Z consumers and shoppers from Tier-2 and Tier-3 cities are driving rapid growth in India's beauty market, with Flipkart's Beauty and Personal Care category recording 50 per cent year-on-year growth, the company said in a press release.

The company said GenZ now drives nearly 60 per cent of all beauty purchases on the platform, while shoppers from non-metro cities are increasingly shaping trends and purchase decisions.

"Two in three beauty searches on Flipkart originate from non-metro cities such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar, Sangli among several others," the release noted.

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