Flipkart Glam Up chaos: why creator events need more than scale and celebrity optics

New Delhi: Flipkart’s Glam Up Fest 2026 on Friday was meant to be a statement of scale for the e-commerce platform’s beauty play. Instead, the Delhi edition of the creator-heavy beauty event has triggered an uncomfortable conversation on how large influencer gatherings are being planned, sold and managed in India. The fourth edition of Glam Up Fest was held on June 19 and 20 at Bharat Mandapam, Pragati Maidan, New Delhi. Flipkart positioned it as a major beauty and creator-led showcase, bringing together more than 100 beauty brands, over 6,000 creators, influencers and celebrities, and a set of brand experiences built around beauty discovery, trends and commerce. The company also used the event to announce that its Beauty and Personal Care category had grown 50 per cent year-on-year, with Gen Z accounting for nearly 60 per cent of beauty purchases on the platform. It said two in three beauty searches on Flipkart came from non-metro cities and that premium beauty, perfumes and men’s grooming had shown strong growth. The event had all the ingredients of a modern creator-commerce spectacle. There were celebrity appearances, beauty zones, brand activations, product launches, a Global Luxe Beauty Store launch and an in-app Glam Up Sale running alongside the on-ground event. But the conversation around the first day of the event shifted sharply after several videos from the venue began circulating on Instagram and other social platforms. There were chaotic scenes during the distribution of gift hampers. In some videos posted by influencers, attendees were seen rushing towards stacks of goodie bags, pushing through crowded spaces and trying to collect merchandise. View this post on Instagram A post shared by Tanya Seth