Mumbai: Nykaa has unveiled Beauty Rewind 2025, a deep dive into the trends, products and rituals that defined India’s beauty landscape over the year. Drawing insights from its community of over 45 million beauty enthusiasts across 19,000+ pincodes, the annual rewind captures how Indian consumers explored trends, tested virality and ultimately committed to products that delivered real results.
Beauty in 2025 was marked by confident experimentation rather than blind loyalty. Shoppers scanned ingredient lists, trusted reviews, followed reel-driven discoveries and refined routines in real time. While trends moved fast, only performance-led products earned a permanent place in everyday rituals—reflecting a more informed, discerning and digitally influenced consumer mindset.
Several categories saw record-breaking momentum. Lipsticks emerged as a clear favourite, with Nykaa selling nearly 1,750 units every hour, led by cult classics like M.A.C MACximal Matte in Mehr and Charlotte Tilbury Pillow Talk. Eye makeup remained non-negotiable, with kajal sales stacking up to the equivalent height of 575 Burj Khalifas, underscoring India’s enduring love for defined eyes.
Base makeup also scaled new heights, with foundation volumes enough to cover 250 football fields. From high-coverage formulas like NARS Natural Radiant Longwear to skin-first options such as Smashbox Halo Healthy Glow Tinted Moisturizer, consumers demonstrated a growing commitment to perfected yet breathable bases. Blush emerged as another standout, with sales so strong they symbolically earned Jaipur the title of India’s “Pink City” once again.
Skincare continued its shift toward long-term skin health, with barrier care taking centre stage. Quiet classics like Cetaphil Gentle Skin Cleanser emerged as category leaders, becoming Nykaa’s most-reviewed product with over 1.3 lakh ratings. Moisturisers remained the most consistent step in routines, with 25 units sold every minute, led by Neutrogena Hydro Boost and Cetaphil Moisturising Cream.
Serums played the role of high-impact essentials, with Minimalist 10% Vitamin C Serum leading the glow-driven demand. Ingredient literacy surged, as shoppers gravitated toward clearly formulated solutions from brands like The Ordinary. Meanwhile, K-beauty evolved from trend to habit, with trusted staples such as Beauty of Joseon Relief Sunscreen, COSRX Advanced Snail 96 Mucin Essence and Laneige Lip Glowy Balm becoming repeat buys.
Fragrance habits also evolved, as consumers moved away from a single signature scent to building “aura wardrobes.” Nykaa sold five fragrances every minute, spanning luxury icons like Dior Sauvage to accessible favourites such as Plum BodyLovin’ Vanilla Caramello. Makeup trends leaned toward intelligent multitasking, with tinted serums, long-wear liquid lipsticks and enduring icons like Maybelline Instant Age Rewind Concealer dominating carts.
Bath, body and hair care transformed into intentional self-care rituals. Bath and body kits surged 93%, rosemary-based hair products crossed one crore units sold, and scalp care emerged as a serious category. Haircare brands focusing on repair, hydration and growth gained sustained traction throughout the year.
Speed and convenience further shaped consumer behaviour through Nykaa Now, the platform’s quick-commerce offering. From six-minute deliveries across cities to high-value vanity overhauls featuring nearly 100 products in a single order, Nykaa Now reinforced how immediacy has become integral to modern beauty shopping.
At a macro level, Nykaa Beauty Rewind 2025 highlights a market that is smarter, softer and more intentional. Indian consumers embraced flexibility, followed trends without guilt, and built routines that balanced performance with pleasure. As beauty became deeply personal and adaptive, Nykaa continued to position itself as the trusted destination where discovery meets credibility, and trends translate into everyday rituals.
