Skincare products took the lion’s share of consumer beauty spending on the platform in 2025, according to Nykaa’s Beauty Rewind 2025 report that examined the purchasing habits of its customers throughout last year. Nykaa, a premier shopping platform for cosmetics and skincare products, stated that in 2025, 19 cleansers and 25 moisturizers were sold per minute, while Cetaphil Gentle Skin Cleanser reached over 1.3 lakh ratings with a 4.5-star average, a classic that consistently received accolades. This highlighted that consumers are choosing their skincare as part of a consistent wellness routine, particularly setting up a good hydration strategy.
Scientific Knowledge, Tried & Tested Formulas Preferred over Fads
Another factor in their skincare choices is effective ingredients; hence, the most sought-after serum products contain vitamin C, niacinamide, and peptides. This shows that consumers are equipped with product knowledge when they make informed decisions based on formulations and ingredient lists. They also noticeable habit of comparing various products in pursuit of results for their particular issues.
Another visible data observation is that beauty shopping has shifted from the latest trends to a dependence on science and knowledge, where consumers curate products based on performance, ingredients, and benefits. Moreover, these products form part of a beauty regimen that contributes to the overall consumer’s everyday lifestyle and wellness.
Kajal: A Hero Ingredient of an Indian Woman’s Makeup Bag
The report also emphasized the importance of lip products, eye makeup, and kajals in the Indian woman’s makeup bag, with lip products emerging as the most indispensable item. Nykaa sold about 1,750 lipsticks every hour in 2025, while eye makeup stood in close second, driven by its high demand due to the colors used to create varied looks for multiple occasions. Additionally, Nykaa sold a significant amount of kajals in 2025, which is also considered a staple for the typical modern woman’s look.
To complement their makeup looks, consumers favored breathable, skin-first formulations, mindful of India’s strong weather conditions that impact skin. The report also mentioned that high-coverage foundations and tinted moisturizers were part of the regular purchase history of consumers. On the other hand, cream-based blush formats showed a strong upward growth trajectory. The report attributed this to improving consumer experience as Nykaa sells in easy-to-travel product forms such as sticks, pots/pans, and sometimes as multi-use tints.
Dot & Key and COSRX: The Skincare Heroes of 2025
With regards to the most searched brand, the award goes to the Dot & Key Face Moisturiser on Nykaa in 2025, with a 63% growth. K-beauty products grew to be slotted into regular beauty regimens with frequent product purchases of sunscreens, essences and lip care, altering their status from trendy to trusted. COSRX Advanced Snail 96 Mucin Power Essence, with its steady demand on the platform, revealed India’s move towards barrier care and skin longevity.
Another major spending habit showing a shift was the start of fragrance ensembles, where consumers picked multiple products with distinct scents. Subsequently, Nykaa sold five fragrances per minute in 2025, showcasing the necessity of a good scent.
