India’s beauty startup ecosystem is entering a decisive new phase—one driven by innovation, inclusivity, and purpose-led entrepreneurship. The announcement of the BEAUTY&YOU India 2025 winners by The Estée Lauder Companies marks a powerful moment for emerging founders who are reimagining what beauty means for Indian consumers and global markets alike. Supported by Startup India and Nykaa, the programme continues to be a launchpad for founders who blend science, culture, and consumer insight into scalable beauty brands.
This year’s winners stand out not just for strong products, but for solving real, modern beauty challenges—from climate-specific routines to representation and sustainability.
Antinorm: Climate and lifestyle realities
Winning the GROW category for best in-market beauty brand, Antinorm, founded by Aparna Saxena, addresses a deeply Indian problem: complex skincare routines that don’t work across changing climates and busy lifestyles. The brand focuses on high-performance, climate-tailored, multitasking products designed for working women who want results without overcomplication.
Antinorm’s success reflects a broader shift in Indian beauty—where functionality, time-efficiency, and climate awareness are becoming just as important as aesthetics. By building formulations that adapt to humidity, heat and pollution, the brand is creating relevance that goes beyond trends.
Mimiq: Rethinking inclusivity
In the IMAGINE category for best pre-launch beauty concept, Mimiq, founded by Harsha Soundararajan, brings a fresh and much-needed perspective to the market. The brand is developing inclusive complexion products for people with visible skin differences such as vitiligo—an audience long overlooked by mainstream beauty.
Mimiq’s approach signals a future where beauty brands move beyond shade ranges and token representation to genuinely serve diverse skin realities. Its recognition highlights how empathy-led innovation can create entirely new product categories within beauty.
Hitech Formulations: Science-led breakthroughs
Innovation took centre stage with Hitech Formulations, led by founder and director Jaspreet Singh Gulati, winning the BREAKTHROUGH category. The company has developed advanced encapsulation technology that enhances the delivery of active ingredients for concerns such as pigmentation, anti-ageing, and antioxidant protection.
As Indian consumers become more ingredient-aware and science-focused, such backend innovation is critical. Hitech Formulations represents the growing intersection of deep tech and beauty, positioning India as not just a consumer market but a global innovation hub.
Sohrai: Indigenous ingredients
The newly introduced Visionary Women’s Award, in partnership with Startup India, was awarded to Sohrai, co-founded by Khanak Gupta. The brand works with Mahua, an indigenous ingredient, sourcing it through local partnerships that create economic opportunities for tribal communities and women.
Sohrai’s recognition underscores how sustainability, social impact, and performance can coexist. It reflects a rising demand for beauty brands that are rooted in local ecosystems while meeting modern expectations of efficacy and ethics.
Why these wins matter for India’s beauty ecosystem
Together, the BEAUTY&YOU India 2025 winners represent the evolving priorities of the Indian beauty consumer: personalisation, inclusion, science-backed performance, and responsible sourcing. The programme’s emphasis on women founders and regional diversity further strengthens India’s startup narrative on a global stage.
With mentorship from global experts, visibility through Startup India, and ecosystem support from Nykaa, these startups are well-positioned to scale both domestically and internationally.
The BEAUTY&YOU India 2025 winners are more than category leaders—they are signals of where beauty is headed. As India continues to influence global beauty conversations, these startups demonstrate that innovation rooted in local insight can have worldwide relevance. For founders, consumers, and the industry at large, this cohort sets a confident, future-facing benchmark for Indian beauty entrepreneurship.
