If beauty in India had a personality in 2025, it would be confident, curious and refreshingly unsentimental. Nykaa Beauty Rewind 2025 captures this mood perfectly. Drawing insights from over 45 million beauty lovers across 19,000+ pincodes, the report does more than list top-selling products. It reads like a cultural snapshot of how Indians discovered, discarded and finally committed to what worked.
This was not the year of blind brand loyalty. It was the year of informed choice. Ingredient labels were decoded. Reviews were trusted like gospel. Reels nudged carts, but only performance earned repeat purchases. Beauty behaved less like a lifelong relationship and more like dating apps on a good day, which is fast, experimental and honest.
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When categories didn’t trend, they took over
Some beauty categories in 2025 did not just perform well. They dominated. Lipsticks, for instance, were nothing short of monumental. Nykaa sold approximately 1,750 lipsticks every hour, with icons like M.A.C MACximal Matte in Mehr and Charlotte Tilbury Pillow Talk proving that classics still command loyalty. Kajals, meanwhile, became non-negotiable infrastructure, stack them up and you could build 575 Burj Khalifas.
Base makeup also had a defining year. The volume of foundation sold could cover nearly 250 football fields. High-performance formulas like NARS Natural Radiant Longwear Foundation coexisted with skin-first options such as Smashbox Halo Healthy Glow Tinted Moisturizer, showing India’s shift towards breathable, intelligent makeup.
Blush enjoyed a renaissance too. Kay Beauty’s Velvet Crème Blush played a starring role in what Nykaa cheekily dubbed “The Pink City” moment. And in skincare, reviews emerged as the ultimate currency. Cetaphil Gentle Skin Cleanser became India’s most-reviewed product on Nykaa, crossing 1.3 lakh ratings with a consistent 4.5-star score. It’s proof that quiet reliability can outshine viral noise.
The rise of rituals
Skincare in 2025 was anchored in one word: barrier. Glow was aspirational, but barrier health was essential. Ceramides, peptides and niacinamide became everyday vocabulary. Nykaa sold 19 cleansers every minute, while moisturisers moved at a rate of 25 units per minute, with Neutrogena Hydro Boost and Cetaphil Moisturising Cream leading hydration routines.
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Serums emerged as the power move. Minimalist’s 10% Vitamin C Serum and The Ordinary’s Niacinamide 10% + Zinc 1% reflected a consumer base that understood percentages, not promises. K-beauty also matured from trend to habit. Products like Beauty of Joseon Relief Sunscreen and COSRX Advanced Snail 96 Mucin Essence were not just tried, they were repurchased.
Fragrance saw a mindset shift as well. Indians stopped hunting for a signature scent and started building “aura wardrobes.” From Dior Sauvage to Plum BodyLovin’ Vanilla Caramello, five fragrances were sold every minute. Bath, body and haircare followed suit, turning hygiene into ritual. Rosemary-based hair products crossed the one-crore mark in sales, signalling India’s move from quick fixes to long-term care.
Nykaa Beauty Rewind 2025 shows that Indian beauty consumers have evolved. They experiment freely, switch without guilt and commit only when results show up. From barrier-first skincare and multitasking makeup to indulgent body rituals and mood-led fragrances, beauty became personal, flexible and deeply informed. And Nykaa remained the platform where curiosity met credibility, at the speed of now.
Frequently Asked Questions
What is Nykaa Beauty Rewind 2025?
It is Nykaa’s annual report capturing top beauty trends, products and consumer behaviour in India.
What defined beauty trends in 2025?
Barrier-first skincare, intelligent makeup, fragrance wardrobes and ingredient-led choices.
Which category performed the strongest?
Lipsticks, foundations and skincare staples like cleansers and moisturisers dominated sales.
Did K-beauty remain relevant?
Yes. It transitioned from trend to trusted daily routine.
What does this mean for brands?
Performance, trust and reviews now matter more than hype.
