Brands
Nykaa beauty rewind 2025: What India tried, trusted and took home
MUMBAI: If beauty had a personality in 2025, it would be curious, confident and refreshingly honest. According to Nykaa’s beauty rewind 2025, Indian consumers flirted freely with trends, tested them fast and stayed only with what truly worked.
This was not the year of blind brand loyalty. It was the year of smart swiping. Products went viral, routines evolved in real time and reviews became the final judge. Ingredients were checked like exam answers, reels shaped shopping carts and repeat buys were reserved for formulas that delivered results, not promises.
Backed by insights from over 45 million shoppers across 19,000 plus pincodes, Nykaa’s year-end rewind captures more than sales data. It offers a snapshot of how India actually lived in beauty in 2025.
Big numbers, bigger obsessions
Some categories did not just trend, they dominated. Lipsticks flew off shelves at the rate of 1,750 an hour, proving that a good pout never goes out of style. Kajals sold in such volume that, stacked end to end, they could build hundreds of Burj Khalifas, confirming that sharp eyes are no passing phase.
Foundation sales could have covered 250 football fields, with everything from high-coverage favourites to skin-first tints finding takers. Blush had its own moment too, with enough sold to keep Jaipur pink for decades.
Quiet classics had their day as well. Cetaphil Gentle Skin Cleanser became Nykaa’s most-reviewed product of all time with over 1.3 lakh ratings, showing that consistency still wins applause. Dot and Key emerged as the most searched brand, with its face moisturiser clocking a 63 percent surge in searches, driven by a growing love for barrier-focused skincare.
And then there was commitment. One shopper from Nagpur placed the highest-value order of the year at four lakh rupees, buying 91 products in one confident checkout. No browsing. No hesitation.
Skin first, always
If there was one defining theme of 2025, it was barrier health. Glow was welcome, but only as a by-product of strong skin. Cleansers found new homes at the rate of 19 a minute, while moisturisers sold even faster, making hydration the most reliable step in Indian routines.
Serums stepped into the spotlight as the power players. Vitamin C, niacinamide and peptides became household terms, with shoppers reading labels like instruction manuals and choosing formulas with intention.
K-beauty grows up
K-beauty completed its shift from novelty to necessity this year. Products like Beauty of Joseon sunscreen and Cosrx Snail Mucin were not just tried, they were trusted and repurchased. Lips followed suit, with nourishing balms and glosses replacing heavy mattes, turning lip care into a daily act of self-care.
Scents, showers and smart makeup
Fragrance lovers stopped searching for a single signature scent and started building wardrobes instead. Five perfumes sold every minute, from luxury icons to cosy vanilla blends.
Makeup itself grew quieter and cleverer. Skin tints, tinted serums and multitasking formulas ruled, while liquid lipsticks proved that long wear and comfort can coexist. Cult classics such as Maybelline Instant Age Rewind reminded everyone that legacy still matters.
Bath, body and haircare became rituals rather than routines. Body care kits surged, rosemary-based hair products crossed the one crore mark and scalp care officially entered the spotlight.
Delivered at the speed of now
Nykaa Now turned urgency into its own category. From six-minute deliveries across cities to last-minute travel saves, instant beauty became a reality rather than a promise. Whether it was one serum or an entire vanity overhaul, speed met scale throughout the year.
The bigger picture
Beauty in 2025 was softer, smarter and more intentional. Indian consumers explored freely, switched without guilt and built routines that evolved with them. Trends mattered, but trust mattered more.
In a year where curiosity met credibility and discovery moved fast, Nykaa remained at the centre of it all, turning everyday choices into a clear picture of how India really does beauty now.
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.
Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.
“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.
The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.
Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.
The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.
Brands
Brnd.me enters Europe as haircare brands power global expansion
Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.
The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.
The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.
Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.
To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.
Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.
Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.
The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.
The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.
Brands
TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform
NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.
The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.
The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.
Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.
Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.
TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.
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