India's beauty landscape in 2025 reflected a market driven by performance over trends, with consumers demonstrating increased sophistication in product selection and ingredient awareness. Nykaa 's Beauty Rewind 2025 report, covering over 45 million users and deliveries to more than 19,000 pincodes, reveals a beauty ecosystem where experimentation remained high but loyalty was earned through consistent product performance.

Color Cosmetics: Lip Products Lead Market Dominance

Lip products maintained their position as the cornerstone of color cosmetics throughout 2025. The platform's sales data demonstrates remarkable consistency in this category:

Eye makeup demonstrated particularly strong consumer stickiness, with kajal transitioning from occasional wear to everyday essential. Base makeup expanded beyond special occasions, with foundation volumes indicating deeper penetration into daily beauty routines. Blush emerged as a standout performer, driven by both mass-market and celebrity-backed brands.

Skincare: Foundation of Beauty Spending

Skincare products formed the backbone of consumer spending patterns, with basic skincare steps showing sustained high-frequency purchases throughout 2025:

Cetaphil Gentle Skin Cleanser achieved the distinction of becoming the most-reviewed beauty product on the platform, accumulating over 1.30 lakh ratings with an average score of 4.50 stars. This performance underscores the importance of proven, gentle formulations in building consumer trust.

Serums transitioned firmly into mainstream adoption, with products featuring clearly labeled active ingredients and concentrations experiencing strong demand. Vitamin C and niacinamide-based formulations led this category, with Minimalist's 10% Vitamin C serum ranking among top performers, reflecting growing ingredient awareness among Indian consumers.

Korean Beauty and International Trends

Korean beauty products crossed a significant adoption threshold in 2025, moving from trend-driven discovery to habitual use in Indian skincare routines. Key products that achieved sustained repurchase rates included:

• Beauty of Joseon Relief Sunscreen
• COSRX Advanced Snail 96 Mucin Power Essence

This shift indicates that K-beauty has successfully established itself beyond novelty purchases, with consumers integrating these products into regular skincare regimens based on performance rather than trend appeal.

Performance-Driven Makeup and Haircare Evolution

Makeup preferences demonstrated a clear shift toward performance-led formulations. Tinted moisturizers and breathable bases gained significant traction, while liquid lipsticks with long-wear and transfer-proof claims dominated lip color sales. Category leaders included:

Haircare witnessed similar evolution toward ingredient-focused solutions. Scalp-focused treatments gained prominence, with over one crore rosemary-based haircare products sold during the year. WishCare Hair Growth Serum achieved remarkable consistency, selling at a rate of one unit per minute, reflecting rising consumer interest in ingredient-led hair and scalp care.

Fragrance Diversification and Quick Commerce Impact

Fragrance buying behavior showed significant diversification in 2025, with Nykaa selling five fragrances every minute. Consumers moved away from single signature scents toward building comprehensive fragrance wardrobes aligned with different moods and occasions, spanning both luxury and mass-market segments.

Quick-commerce capabilities increasingly influenced purchasing decisions, with Nykaa's delivery service achieving six-minute delivery times in cities including Hyderabad and Delhi. This speed correlated with larger basket sizes, culminating in the year's highest-value order: a ₹4.00 lakh purchase of 91 products by a shopper in Nagpur.

The 2025 data reveals an Indian beauty market characterized by speed, ingredient awareness, and routine-driven consumption patterns, where experimentation remains accessible but brand loyalty requires consistent product performance.

Nykaa has announced a postal ballot seeking shareholder approval for the re-appointment of founder Ms. Falguni Nayar as Executive Chairperson, Managing Director and Chief Executive Officer for another five-year term. The e-commerce and beauty retailer, FSN E-Commerce Ventures Limited, issued the notice outlining the proposed terms and compensation structure for the leadership renewal.

Postal Ballot Timeline and Process

The company has set a comprehensive timeline for the postal ballot process, with all voting to be conducted electronically through NSDL's e-voting platform.

The notice is being sent electronically to members whose email addresses are registered with the company, registrar MUFG Intime India Private Limited, or depositories. Physical copies of the postal ballot form will not be dispatched in compliance with Ministry of Corporate Affairs circulars.

Proposed Re-appointment Terms

Ms. Falguni Nayar's re-appointment covers the period from February 12, 2026 to February 11, 2031, maintaining her current role as Executive Chairperson, Managing Director and Chief Executive Officer. The Nomination and Remuneration Committee and Board of Directors approved the proposal on November 07, 2025, following prior Audit Committee approval.

The appointment terms specify that she will not be liable to retire by rotation and will be considered Key Managerial Personnel under Section 203 of the Companies Act, 2013. Her duties include devoting time and efforts to the company and its subsidiaries while ensuring conduct aligns with company policies and regulations.

Compensation Structure

The proposed compensation package reflects the company's scale and Nayar's extensive experience, with both fixed and variable components structured within statutory limits.

The compensation will be split between the company and its subsidiaries based on responsibilities and strategic contributions. Annual increments are capped at 30% of prevailing fixed compensation, subject to Board approval and legal compliance.

Leadership Track Record and Company Performance

Under Ms. Falguni Nayar's leadership, Nykaa has achieved significant milestones since her initial appointment as Executive Chairperson, MD & CEO on February 12, 2021. The company's performance metrics demonstrate substantial growth across key business parameters.

Nayar founded Nykaa in 2012 after a 19-year career at Kotak Mahindra Group, where she served as Managing Director of Kotak Mahindra Capital Company Limited. The company expanded beyond beauty into fashion, lifestyle, and private label brands, while achieving international presence in the Middle East through Nysaa and UK through SpaceNK partnership.

Governance and Approval Process

The postal ballot follows proper corporate governance protocols, with M/s. Sharma and Trivedi LLP appointed as scrutinizers for the voting process. The resolution requires ordinary resolution approval from shareholders, with voting rights proportional to shareholding as of the cut-off date.

Members can access the complete notice on the company's website at nykaa.com, stock exchange websites, and NSDL's e-voting portal. The company will announce results within two working days of voting conclusion and display them at registered and corporate offices alongside stock exchange filings.