The year-end shopping data by Nykaa indicates that consumers chased what was viral, sampled what was trending and moved fast
Emphasising that 2025 was not a year of blind loyalty or long term commitment, Nykaa’s Beauty Rewind 2025 showed that beauty got smarter, faster and a lot more intentional. The country’s beauty consumer is moving faster and showing loyalty when product performs.
The year-end shopping data by Nykaa, which tracks behaviour across over 45 million consumers and 19,000 pincodes, indicated that consumers chased what was viral, sampled what was trending and moved fast, but only the products that truly delivered earned repeat screen time in their routines.
“Ingredient lists were scanned like subtitles. Reviews mattered. Reels influenced carts. And routines evolved in real time. Because in 2025, beauty behaved less like a long marriage and more like dating apps on a good day. Fast, curious, trend led and brutally honest,” the company noted.
Noting that body care evolved from functional to intentional, Nykaa added that bath and body kits surged 93 per cent during the year. As moisturisers showed consistent growth, the company’s data added that Nykaa sold 26 moisturiser every minute. Highlighting the growing demand for sunscreen, the company noted that it sold enough sunscreen to shield around 39,000 elephants from the sun.
FSN Ecommerce Ventures, which owns beauty and fashion marketplace Nykaa, reported a sharp improvement in profitability for the September 2025 quarter, posting a net profit of Rs 34.4 crore, compared with Rs 10 crore in the same quarter last year, which is a 244 per cent year-on-year rise.
Operating revenue climbed 25.1 per cent to Rs 2,346 crore, against Rs 1,875 crore in Q2 FY2025, driven by continued strength in the beauty vertical and an uptick in fashion demand. Ebitda advanced 53 per cent to Rs 158.5 crore from Rs 103.6 crore a year earlier, with margins widening to 6.7 per cent from 5.5 per cent.
