Nykaa’s 2024 Trends Report offers a fascinating look at how beauty and fashion preferences are evolving in India. The report highlights surprising consumer habits, a growing obsession with Korean beauty products, and major shifts in skincare and fashion choices.
The Late-Night Shopping Boom
One of the standout findings is the surge in late-night shopping. Beauty enthusiasts have turned Nykaa into their nocturnal playground, with a 60% increase in purchases during late hours. Top-selling items like lipsticks, serums, and sheet masks have fueled this after-dark shopping spree, alongside the rising popularity of eyeshadows.
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K-Beauty Dominance Continues
Korean beauty remains a powerhouse, growing 2.5 times faster than the platform’s overall average. Brands like COSRX, TONYMOLY, The Face Shop, and LANEIGE are leading the charge as Indian shoppers embrace K-beauty routines with enthusiasm. From hydrating toners to nourishing serums, Korean skincare staples are now an integral part of many households.
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The Rise of Luxury and Men’s Grooming
Luxury beauty products are also seeing impressive growth, with brands such as Sol de Janeiro, Beauty of Joseon, and e.l.f. Cosmetics outpacing the platform average by 1.5 times. Interestingly, men are joining the beauty revolution too, as skincare and fragrance purchases from male shoppers saw a notable spike.
Skincare Gets Personal
Personalized skincare has taken center stage, as consumers increasingly search for targeted solutions. Ingredients like Peptide Booster Serums, Alpha Arbutin, and Ceramide Mochi Toners are seeing a sharp rise in demand, with searches jumping by 150%. Nykaa’s CSMS (Cleanse, Serum, Moisturizer, Sunscreen) routine also gained popularity, with adoption rising by 30% as more Indians commit to structured skincare habits.
