Beauty and personal care brands in dull phase find quick fix to glow up

Facing slowing growth in traditional e-commerce, beauty and personal care brands in India are turning to quick commerce channels. Brands like Plum Goodness and Mamaearth saw revenue growth decline in fiscal 2024 after years of rapid expansion. Industry experts attribute the slowdown to market saturation and pressure on companies to prioritize profitability over aggressive discounting.
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