Beauty choices in 2025 reflected experimentation guided by outcomes rather than loyalty. Consumers explored trending products, sampled new launches, and retained what fit into their routines based on performance.
Ingredient awareness increased, reviews influenced decision-making, and short-form content shaped discovery. With a community of over 45 million beauty shoppers across 19,000+ pincodes, Nykaa’s Best of 2025 captures how beauty routines evolved during the year and which products transitioned from trials to regular use.
Some categories saw sustained momentum.
- Lip products continued to see consistent demand, with 1,750 lipsticks sold every hour. Products such as M.A.C MACximal Matte in Mehr and Charlotte Tilbury Pillow Talk featured prominently in consumer routines.
- Eye makeup maintained steady usage. The total kajal volume sold during the year equated to the height of 575 Burj Khalifas.
- Foundation usage also expanded. The volume sold could cover 250 football fields, spanning high-coverage formats like NARS Natural Radiant Longwear to lighter options such as Smashbox Halo Healthy Glow Tinted Moisturizer.
- Blush demand increased during the year, including products such as Kay Beauty Velvet Crème Blush.
- Product reviews continued to influence purchases. Cetaphil Gentle Skin Cleanser (Dry to Normal Skin with Niacinamide) recorded over 1.3 lakh ratings with a 4.5-star rating, making it the most-reviewed beauty product on Nykaa in 2025.
- Brand searches reflected shifting preferences. “Dot and Key Face Moisturiser” emerged as the fastest-growing beauty search keyword on Nykaa in 2025 with 63% growth, driven by interest in barrier-focused skincare.
Some people shop. Some people commit.
Shopping patterns also varied by basket size. A single order placed from Nagpur recorded a value of ₹4 lakhs, comprising 91 products in one transaction.
Skincare routines increasingly prioritised barrier health. Cleansers remained a consistent category, with 19 units added to carts every minute. Products such as Cetaphil Gentle Skin Cleanser and Simple Kind to Skin Refreshing Facewash maintained steady demand.
Moisturisers continued to anchor routines, with 25 units sold per minute. Neutrogena Hydro Boost and Cetaphil Moisturising Cream featured among frequently purchased products.
Serums retained attention for targeted use. Minimalist 10% Vitamin C Serum For Face For Glowing Skin recorded consistent demand, alongside ingredient-specific formulations such as The Ordinary Niacinamide 10% + Zinc 1%.
K-beauty products moved from exploration to regular use. Beauty of Joseon Relief Sunscreen and COSRX Advanced Snail 96 Mucin Power Essence saw repeat purchases, aligning with preferences for barrier care and long-term skin maintenance. Lip care formats such as LANEIGE Lip Glowy Balm gained traction for daily use.
Fragrance purchasing patterns also shifted. Consumers opted for multiple scents rather than a single signature fragrance, with five fragrances sold every minute. Preferences ranged from DIOR Sauvage to Plum Bodylovin’ Vanilla Caramello EDP.
Makeup routines focused on multifunctional formats. Products such as Smashbox Halo Tinted Moisturizer and L’Oreal Paris Infallible 24H Tinted Serum reflected interest in breathable bases. Liquid lipsticks including L’Oreal Paris Infallible Matte Resistance Liquid Lipstick and Nykaa Matte To Last! Transferproof Liquid Lipstick recorded steady usage. Maybelline Instant Age Rewind Concealer continued to remain part of regular routines.
Body and hair care categories saw increased engagement. Bath and body kits recorded 93% growth. Products such as Chemist At Play Exfoliating Body Wash (4% Lactic Acid) and Dove Relaxing Care Shea Butter and Vanilla featured in body care routines.
Haircare purchases reflected scalp-focused routines. Over one crore rosemary-based products were sold during the year. WishCare Hair Growth Serum recorded a sales rate of one unit per minute. Shampoos such as L’Oréal Professionnel Absolut Repair and L’Oréal Paris Hyaluron Moisture were used for frizz management.
Nykaa Now addressed immediate replenishment needs. In Bangalore, a shopper placed an order for a cleanser while preparing for travel, receiving the delivery before returning home. In Hyderabad, a complete skincare and fragrance order across cities was fulfilled in six minutes. In Chennai, a single order comprising 96 products reflected large-basket behaviour.
Overall, beauty routines in 2025 reflected flexible experimentation, ingredient awareness, and evolving preferences across skincare, makeup, fragrance, and personal care categories.
