India’s beauty market matures in 2025, driven by repeat use and ingredient-led choices: Nykaa

Beauty in India is no longer a discretionary indulgence. It is a scaled, data-led consumer business, shaped by frequency, and a far more informed buyer. Nykaa’s Beauty Rewind 2025 report captures how beauty has moved from trend-led splurges to everyday consumption anchored in performance, ingredients and convenience.

Shopping behaviour mirrored this scale-up. Nykaa recorded its highest single order at ₹4 lakh for 91 products from a customer in Nagpur, while instant delivery through Nykaa Now gained traction for replenishment and last-minute needs across metros.

According to the report, demand in 2025 was driven by high-volume categories rather than fleeting fads. Lip products emerged as the single biggest mover, with Nykaa selling about 1,750 lipsticks every hour through the year. Eye makeup continued to hold its ground as a non-negotiable in Indian routines. Nykaa estimates that the number of kajals sold in 2025, if stacked, would match the height of 575 Burj Khalifas, highlighting the sheer scale at which these products now operate.

Base makeup also saw strong traction as consumers gravitated towards breathable, skin-first formulations. The volume of foundation sold during the year was enough to cover nearly 250 football fields, the report said, with both high-coverage foundations and tinted moisturisers seeing steady demand. Blush, particularly cream-based formats, emerged as a strong growth category.

Skincare support

Skincare, however, remained the backbone of beauty spending. Nykaa’s data shows that barrier repair and hydration dominated routines in 2025. The platform sold 19 cleansers and 25 moisturisers every minute, underlining the shift towards consistent, long-term usage rather than experimental buying. Cetaphil Gentle Skin Cleanser became Nykaa’s most-reviewed product, clocking over 1.3 lakh ratings and a 4.5-star average.

Serums continued to gain importance, especially vitamin C, niacinamide and peptide-based products. The report points to a rise in ingredient literacy, with consumers actively comparing formulations and percentages, indicating a more informed and value-conscious buyer base.

K-beauty also cemented its place beyond trend cycles. Products such as sunscreens, essences and lip care from Korean brands saw repeat purchases, marking a transition from novelty to habit. Fragrances followed a similar pattern of expansion. Instead of a single signature scent, consumers built fragrance wardrobes, with Nykaa selling five fragrances every minute across price points.