Flipkart Glam Up Fest 2026: Viral Videos Show Chaos Over Goodie Bags; Here's What Happened

Flipkart's biggest beauty event of the year made headlines for two very different reasons. The fourth edition of Flipkart Glam Up Fest 2026 started on June 19 at Pragati Maidan, New Delhi, which brought together over 100 leading beauty brands, 6,000 creators, influencers, and celebrities under one roof.

But while the event made big business announcements and launched new products, it also went viral for a hamper distribution controversy which is currently doing round social media.

Flipkart Glam Up Fest

Glam Up Fest was held under the theme 'Beauty for Every Moment', and was a two-day event from June 19 and 20 which was attended by Bollywood celebrities including Janhvi Kapoor and Bhumi Pednekar, top content creators, and leading beauty brands for live demonstrations, product launches.Tickets were priced at Rs. 1,179 onwards.

One of the biggest announcements at Glam Up Fest was the launch of Flipkart's Global Luxe Beauty Store, inaugurated by Janhvi Kapoor. The store has over 100 brands including Calvin Klein, Gucci, Nautica, Eucerin, Medicube, D'Alba, Cetaphil, CeraVe, Beauty of Joseon, SKIN1004, and Tir Tir.

Beauty Category Sees 50% Growth

Flipkart announced that its Beauty and Personal Care category has grown 50% year-on-year, with GenZ now driving nearly 60% of all beauty purchases on the platform. Two in three beauty searches on Flipkart originate from non-metro cities such as Cuttack, Bardhaman, Gorakhpur, Kottayam, Guntur, Jamnagar, and Sangli.

Premium beauty has grown over 60% year-on-year, while perfumes have seen over 45% growth. Men's grooming has emerged as the standout category, up 65%, as consumers incorporate skincare, grooming, and wellness into everyday routines, with very high searches for sunscreen, facewash, and hair serum for men. With 12 beauty products bought every second on the platform, demand has continued to grow.

The Viral Hamper Controversy

Videos circulating online showed chaos that started during the distribution of gift hampers at the end of the event. In several clips, attendees were seen pushing towards stacks of goodie bags, while some were involved in verbal arguments and physical tussles over the merchandise.

As per some creators who attended the event, the hampers were promised as part of a barter collaboration arrangement. Influencers were expected to create and post social media content in exchange for gift hampers reportedly worth around Rs. 6,000. Several attendees claimed that despite fulfilling their side of the collaboration, they were unable to receive the promised hampers because stock ran out even before the event concluded.

The complaints appear to have largely come from smaller creators, many of whom have followings in the 2,000-20,000 range. Multiple creators who attended did receive their hampers without any issues and shared positive experiences from the event. As of the latest reports, Flipkart had not issued a public statement addressing the incident.

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