India, June 10 -- Beauty, Delivered In 15 Mins

This year's startup playbook seems to be moving indoors. After groceries and househelp, beauty startups are now racing to deliver salon services within minutes. So, can instant at-home beauty avoid the same profitability traps as other hyperlocal services?

The New Battleground: What was once a niche category is quickly turning into a crowded arena. While Urban Company and Yes Madam have built early leadership in the at-home beauty segment, new entrants like Snabbit and NoBroker are now also pushing aggressively. Their pitch is simple: faster service, predictable pricing, and convenience.

This momentum is backed by fresh capital and adjacent expansion, signalling renewed confidence in the c...