FirstClub Crosses 3.5 Million Orders, Expands Into Beauty and Personal Care
-
Khushi Jain
- November 4, 2026
Bengaluru-based commerce platform FirstClub, founded by former Flipkart executive Ayyappan R, has crossed 3.5 million cumulative orders and expanded into beauty and personal care, extending its ingredient-focused approach beyond groceries.
The company is launching the category with more than 80 brands and over 700 products across skincare, haircare, body care and personal care, priced between Rs 300 and Rs 3,500.
FirstClub has banned more than 100 ingredients from its beauty and personal care assortment, including substances it identifies as carcinogens, hormone disruptors, skin sensitisers and allergens.
According to ETRetail’s report on FirstClub’s expansion, founder Ayyappan R said the company aims to combine product quality with delivery convenience rather than focus solely on speed.
“Since day one, the objective of FirstClub has not been to build another quick commerce platform or a grocery-only platform. We’ve always believed that ‘quick’ doesn’t have to exist just because of speed. We bring quick and quality together, and hence it’s quality commerce that we are trying to build,” Ayyappan told ETRetail.
FirstClub Bans Over 100 Ingredients From Beauty Products
FirstClub’s expansion into beauty and personal care is based on an ingredient-screening framework developed over the past year.
The company uses the Environmental Working Group’s (EWG) Skin Deep database to identify ingredients of concern. It also evaluates them against international standards, including European Union regulations, opinions from the Scientific Committee on Consumer Safety, Indian regulations and international retailer standards.
According to Ayyappan, FirstClub has removed ingredients with an EWG skin hazard score of six or above from its platform.
These include ingredients identified as carcinogenic, endocrine-disrupting, extreme skin sensitisers or allergens.
The company is also introducing ingredient information directly into product discovery. Its product pages explain ingredients in simple language, including their functions and the concerns they address.
Customers can also access information about key ingredients, suitable skin types and customer feedback before making a purchase.
FirstClub Targets Younger Consumers Aged 18-25
FirstClub expects women, who already account for the dominant share of its customer base, to remain an important consumer segment as it enters beauty and personal care.
Ayyappan also sees an opportunity to attract younger shoppers, particularly those aged 18-25, who he said are increasingly interested in product ingredients and understanding why they should use particular products.
“They are looking for the latest options, new options, the ingredient story and we feel this will be a huge lever for us to acquire that customer base,” he said.
The company expects customers to purchase beauty and personal care products both independently and alongside their regular grocery orders.
Ayyappan said FirstClub’s average order value is already above Rs 1,000, and the addition of beauty and personal care products could increase it further.
A Business Standard report on FirstClub’s beauty and personal care expansion also covered the company’s move into the new category.
Beauty and Personal Care Category Goes Live in Bengaluru and Hyderabad
FirstClub’s beauty and personal care assortment is currently available in Bengaluru and Hyderabad, wherever its app provides services in the two cities.
Ayyappan said consumers may be willing to wait longer for products that meet their quality expectations rather than prioritising delivery speed alone.
He pointed to FirstClub’s grocery business, where, according to him, 50% of daily app installs come from cities outside Bengaluru and Hyderabad, despite the platform not yet operating in those locations.
“In our case, it has been very clearly proven that between 10 minutes and 20 minutes, people don’t care much. In fact, people would be okay waiting one or two days if they get access to such brands and products at the right price,” he said.
FirstClub Crosses 3.5 Million Cumulative Orders
FirstClub has crossed 3.5 million cumulative orders, according to Ayyappan.
Through its official website, FirstClub provides information about its commerce platform and product offerings.
The company is positioning its beauty and personal care offering around ingredient screening, product information and access to brands that meet its selection criteria.
With the new category available in Bengaluru and Hyderabad, FirstClub is extending its existing commerce model beyond groceries while targeting consumers interested in product ingredients and quality.
Frequently Asked Questions (FAQs)
1. How many orders has FirstClub completed?
FirstClub has crossed 3.5 million cumulative orders, according to founder Ayyappan R.
2. How many beauty and personal care products has FirstClub introduced?
FirstClub has launched the category with over 700 products from more than 80 brands, priced between Rs 300 and Rs 3,500.
3. Why has FirstClub banned certain beauty ingredients?
The company says it has excluded more than 100 ingredients based on its screening framework, including those it identifies as carcinogens, hormone disruptors, skin sensitisers and allergens.
4. Where is FirstClub’s beauty and personal care category available?
The category is available in Bengaluru and Hyderabad, wherever the FirstClub app provides services.
5. What is FirstClub’s average order value?
According to Ayyappan R, FirstClub’s average order value is above Rs 1,000.
