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
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
