It was revealed that over 80 per cent consumers prefer buying beauty products online, with Meta's Facebook and Instagram leading beauty product searches. 47 per cent of consumers discovered beauty products through Reels, resulting in one in three beauty consumers making purchases directly through Instagram Reels.
A Mint report cited Meghna Apparao, Director for Ecommerce and Retail for Meta in India, who emphasised the rapid growth of both beauty and fashion verticals on Meta platforms, including Facebook, Instagram, and WhatsApp. She highlighted the transformative impact of social media on the purchase experience, creating a pressing need for brands and marketers to engage with consumers differently, especially during festive and upcoming wedding seasons.
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