India's influencer market races to Rs 5,000 cr by 2027 as beauty brands face Tier 2/3 backlash

Industry pegged at Rs 3,000-3,500 cr in 2025, growing 22% CAGR to Rs 4,500-5,000 cr by 2027. Tier 2/3 creators now command 48% share, yet beauty brands like Fenty are flagged for over-indexing on metro influencers despite audience shifts toward Kolhapur, Siliguri, Surat.

— Source publishedMon, 1 Jun, 2026, 08:50 IST·First seen Mon, 1 Jun, 2026, 09:34 IST·Source ET BrandEquity

What happened

Fenty Beauty · India's influencer marketing industry, valued at Rs 3,000-3,500 crore in 2025, is projected to hit Rs 5,000 crore by 2027. Beauty brands like

Key facts

  • Rs 3,000-3,500 crore (2025)
  • Rs 4,500-5,000 crore (2027)
  • 22% CAGR
  • 48% Tier 2/3 share

Why this matters

Scout regional creator networks and Tier 2/3 talent agencies as acquisition targets before metro-focused incumbents wake up to the 48% share shift.

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