Nykaa, a leading beauty and lifestyle platform in India, has unveiled its much-anticipated 2024 Trends Report, providing valuable insights into the country's changing consumer behavior. This report reflects how beauty and fashion preferences have evolved, showcasing new shopping habits and emerging trends.
Late-Night Shopping Frenzy: In 2024, late-night shopping became a significant trend, especially among night owls. Nykaa recorded a 60% surge in beauty purchases after hours, with products like lipsticks, serums, and sheet masks leading the charge. This trend reflects a growing preference for convenience and a shift toward spontaneous late-night shopping.
Lipstick Love: Lipstick continues to reign supreme in the beauty market. Nude, red, and brown shades were the top choices for consumers in 2024. Popular lipsticks included Maybelline’s ‘657 Nude Nuance’ and Nykaa’s own ‘Chai’ shade from the Matte To Last! Transferproof Liquid Lipstick range, becoming bestsellers in the process.
Eyeshadow Demand: Eyeshadows gained popularity among beauty enthusiasts, with palettes like the MARS Dance Of Joy Eyeshadow Palette - 2 and Nykaa’s Eyes On Me Quad 01 Night Out being preferred for their versatile shades. These eyeshadow sets are perfect for creating everything from soft looks to dramatic smoky eyes.
The K-Beauty Craze: Korean beauty products continued to surge in popularity in 2024. Brands like COSRX, TONYMOLY, The Face Shop, and LANEIGE grew 2.5 times faster than the average rate, reflecting a massive shift towards K-beauty among Indian consumers.
Global Glamour: International beauty brands saw a surge in demand, with names like Sol de Janeiro, Beauty of Joseon, and e.l.f. Cosmetics growing 1.5 times faster than local products. This signals an increasing embrace of global beauty trends in India.
Men Embrace Luxury: Men’s grooming products made a notable shift toward luxury in 2024. High-end fragrances from brands like Dior, Clinique, and YSL became popular, with one fragrance sold every 10 minutes. Men’s skincare brands like Kama Ayurveda, Kiehl’s, and Clinique also found favor among male consumers.
Rise of Skincare Routines: Nykaa's Cleanse, Serum, Moisturizer, Sunscreen (CSMS) routine saw a 30% rise in adopters, signaling a growing interest in holistic skincare. Consumers are focusing more on complete skincare regimens, enhancing their overall beauty routines.
Gifting Galore: Valentine’s Day emerged as the leading occasion for gifting, with popular items like Victoria’s Secret perfumes, Bath & Body Works lotions, and M.A.C lipsticks topping the list. Interestingly, Wednesdays also emerged as the most popular day for gifting, reflecting unique shopping habits.
Charlotte Tilbury’s Triumph: International brand Charlotte Tilbury experienced significant growth, with its products like Pillow Talk lipstick, foundations, and setting sprays growing three times faster than the platform average.
Trending Ingredients: The growing interest in targeted skincare solutions was evident in searches for peptide booster serums, alpha arbutin, and ceramide mochi toners, which saw a 150% increase. These ingredients are gaining traction among consumers for their skin-specific benefits.
Remarkable Purchases: Among notable purchases, a dedicated shopper in Jammu spent ₹2.5 lakh on products from 54 brands. Meanwhile, Mumbai witnessed a record-breaking 10-minute delivery for a facewash, highlighting the speed and efficiency of modern shopping.
Nykaa’s Expanding Presence: Nykaa continued to expand its footprint by opening 53 new stores in 36 cities, including Agartala, Jabalpur, and Ajmer, further strengthening its position as a key player in the Indian beauty market.
Co-ords and Midi Dresses: Co-ord sets and midi dresses were the go-to fashion choices in 2024, dominating wardrobes across India. Brands like Tikhi Imli and Twenty Dresses became fashion favorites for their stylish and easy-to-wear collections.
Anarkalis Endure: Traditional Anarkali dresses continued to charm fashion enthusiasts in 2024, while Nykaa’s Nykd bras became a key player in the innerwear market, adding a touch of comfort and style.
Social Media-Inspired Fashion: Influenced by Instagram influencers, trends like off-shoulder tops, wide-leg jeans, and waistcoats gained popularity, with consumers increasingly turning to social media for fashion inspiration.
Regional Preferences: Fashion trends varied by region. In Delhi, kurta sets were a popular choice, while Mumbai favored co-ord sets, and Bengaluru showed a strong inclination toward lehengas, highlighting the regional diversity in Indian fashion.
Infant Fashion Surge: Infant fashion emerged as the fastest-growing category for Nykaa Fashion, showcasing the growing interest in trendy clothes for young children and reflecting the broad appeal of fashion across age groups.
Festive Luxe: Men’s festive fashion also saw growth, with shoppers in Jaipur opting for stylish jackets. Notably, two sherwanis worth ₹3 lakh each were purchased in Siliguri and Mohali, indicating the increasing luxury spend in men’s fashion during festive seasons.
Record-Breaking Orders: Nykaa witnessed some truly remarkable fashion purchases, with one customer spending ₹48.8 lakh on 112 items, while another splurged ₹6.7 lakh on a multi-category shopping haul, showcasing the growing trend of high-ticket fashion purchases.
Conclusion:
Nykaa's 2024 Trends Report offers a comprehensive snapshot of how beauty and fashion preferences in India are evolving, highlighting a shift toward more personalized, global, and luxury-driven shopping habits. From the rise of late-night shopping and the growing popularity of K-beauty to the increasing demand for men’s luxury grooming products, the report showcases the changing landscape of consumer behavior.
Fashion trends, influenced by regional preferences and social media, reveal a diverse and dynamic market, with co-ord sets, midi dresses, and traditional wear like Anarkalis continuing to dominate. Nykaa’s expansion into new markets and the surge in high-ticket purchases further demonstrate the growing sophistication of Indian consumers. As India’s beauty and fashion industry continues to grow, these trends provide valuable insights for both consumers and brands looking to stay ahead in this fast-evolving space.