India has a new set of beauty champions. The Nykaa Best in Beauty Awards 2025 winners are finally revealed, celebrating the country’s most loved and most purchased products across categories. The awards highlight what’s trending and what beauty consumers in India are adding to their carts.
This year’s edition saw unprecedented participation. Over 1.6 million votes were cast between March 24 and May 10 on the Nykaa app. Shoppers were invited to explore nominees across 58 categories, covering haircare, skincare, makeup, and new segments such as “Viral Products” and the “Impact Award,” before casting their votes. Once the consumer voting closed, the final list was shaped by a panel of experts representing different corners of the beauty and lifestyle ecosystem.
Meet the jury
The jury included was star-studded and full of industry experts. Some names include:
- Aanchal Morwani (celebrity hair stylist)
- Aashna Hegde (content creator)
- Anchit Nayar (Executive Director and CEO, Nykaa Beauty)
- Daniel Bauer (Co-founder, Daniel Bauer Academy)
- Dr. Malavika Kohli (dermatologist)
- Aditi Bhatia (actor)
- Sharvari (actor)
- Maheep Kapoor (jewellery designer and reality TV star)
- Shagun Khanna (beauty and wellness editor)
- and Taras Taraporvala (celebrity photographer).
Together, they evaluated entries across 50+ categories to balance consumer preference with industry expertise.
What the results reflect
The results reflect the shifts in India’s beauty habits. Lightweight skin tints have overtaken heavy foundations. Ceramide-based moisturisers are replacing one-size-fits-all creams. Lip oils and vinyl lipsticks are leading the way over traditional matte finishes. In fragrance, skin scents and gourmand notes are gaining popularity. Sun protection also emerged as a lifestyle essential, with SPF-enriched products becoming mainstream.
Some notable winners point to broader trends.
· Skincare meets makeup: Smashbox Halo Tinted Moisturizer reflects the growing demand for hybrid products that deliver both skin benefits and coverage.
· K-Beauty goes mainstream: Laneige’s Bouncy Sleeping Mask and Lip Glowy Balm, TIRTIR’s Mask Fit Red Cushion Foundation, and I’m From’s Rice Toner highlight how Korean beauty has shifted from niche to everyday use in India.
· Barrier-care becomes essential: Ceramide-rich products from CeraVe and Dot & Key underline the focus on skin health as a foundation for beauty.
· Primers gain prominence: e.l.f.’s Power Grip Primer has established priming as a key step for long-lasting, glowing makeup.
· Homegrown prestige rises: Kay Beauty’s Velvet Crème Blush, Hydra Crème Lipstick, and Matte HD Loose Powder demonstrate how Indian brands are matching global standards while remaining affordable.
· Drugstore classics endure: Maybelline’s Sky High Mascara and Instant Age Rewind Concealer continue to dominate as reliable consumer favourites.
With a community of over 37 million beauty shoppers across 19,000+ pincodes and a portfolio of 150,000+ products, Nykaa continues to shape India’s beauty industry. The NBIB Awards 2025 stand as a reflection of consumer choice, expert opinion, and the evolving direction of the country’s beauty market.
Meet the Nykaa Best in Beauty Awards winners
Jury Winners
| Best New Launch in Makeup | Yves Saint Laurent |
| Category Disruptor | Dove Diva Serum In Shower Collection |
| Cult Classic | Charlotte Tilbury Pillow Talk |
| Iconic New Launch of the Year | L’oréal Paris Glycolic Bright Melasyl |
| New Age D2C Brand of the Year | Plum |
| OG Homegrown Hero | Lakmé |
Makeup
| Blush | Nykaa Cosmetics – Get Cheeky Blush Stick Pink Passion |
| Blush (Luxe) | Pixi by Petra – On The Glow Blush Ruby |
| Concealer | Maybelline New York – Instant Age Rewind |
| Concealer | NARS – Radiant Creamy Concealer – Ginger |
| Eyebrow Enhancers | Benefit Cosmetics – Goof Proof Eyebrow Pencil |
| Eyeliner | Lakmé –9 To 5 Eyeconic Liquid Eyeliner Smudgeproof – Black |
| Eyeliner | Swiss Beauty – Holographic Eyeliner |
| Eyeshadow | Huda Beauty – Empowered Eyeshadow Palette |
| Foundation | Maybelline New York – Lumi Matte |
| Foundation | Kay Beauty – Hydrating Foundation |
| Foundation (Luxe) | Charlotte Tilbury – Airbrush Flawless Foundation – 4 Neutral |
| Highlighter | M.A.C – Strobe Cream – Pinklikte |
| Highlighter | e.l.f. Cosmetics – Halo Glow Liquid Filter |
| Kajal | Renee Cosmetics – Midnight Kohl Kajal |
| Lip Gloss | Maybelline New York – Lifter Gloss |
| Lip Gloss | Charlotte Tilbury – Pillow Talk Big Lip Plumpgasm |
| Lip Oil/Tint | ETUDE HOUSE – Dear Darling Water Tint – 02 Cherry Ade |
| Lipstick | Kay Beauty – Hydra Creme Lipstick – Panache |
| Lipstick (Luxe) | M.A.C – MACximal Matte Lipstick – Mehr |
| Liquid Lipstick | Maybelline New York – Vinyl Ink Liquid Lipstick |
| Liquid Lipstick | Nykaa Cosmetics – Matte To Last Liquid Lipstick – Chai |
| Mascara | Maybelline New York – Sky High Mascara |
| Mascara | L’Oreal Paris – Voluminous Panorama Waterproof Mascara |
| Nail Polish | Nykaa Cosmetics – Creme Nail Enamel – Wine & Chill |
| Primer | e.l.f. Cosmetics – Power Grip Primer |
| Setting Powder | Kay Beauty – Matte HD Setting Loose Powder – White Translucent |
| Setting Powder (Luxe) | M.A.C – Studio Fix Powder Plus Compact Foundation |
| Setting Spray | Charlotte Tilbury – Airbrush Flawless Setting Spray |
| Tinted Moisturizer | Smashbox – Halo Tinted Moisturizer |
| Tinted Moisturizer | Lakmé – SKIN PERFECTING TINT WITH 3% VITAMIN C – COOL IVORY |
| Viral Products | TIRTIR – Mask Fit Red Cushion Foundation |
Skincare
| Ageless Beauty | Estée Lauder – Revitalizing Supreme+ Moisturizer |
| Break-Out New Launches | LANEIGE – Bouncy Sleeping Mask |
| Eye Cream | Estée Lauder – Advanced Night Repair Eye Creme |
| Face Mask | Foxtale – De-Tan Skin Radiance Mask |
