Nykaa, one of India's leading beauty and fashion retailers, has released its Nykaa Beauty Trends Report for 2024, which highlights evolving consumer preferences and shopping behaviors. The report reflects the shift in beauty and fashion consumption trends over the past year and projects future preferences for 2024. Late-night shopping sprees and an increasing inclination toward Korean beauty products are among the most notable shifts in the market.

Late-Night Shopping Surge

Nykaa’s report reveals a 60% increase in midnight purchases, with lipsticks, serums, and sheet masks being the most commonly bought products during the late hours. This growth highlights a shift in consumer behavior, with shoppers embracing the convenience of late-night e-commerce.

Korean Beauty Trend Takes Off

The concept of glass skin has gained tremendous popularity in India, propelling the demand for Korean beauty products. COSRX, TONYMOLY, The Face Shop, and LANEIGE have seen a remarkable surge in sales, with growth rates for these brands surpassing 2.5 times the market average. Indian consumers are increasingly seeking advanced skincare routines inspired by Korean beauty standards, fueling the demand for these products.

Global Beauty Brands Gain Traction

Along with Korean beauty, international brands are also gaining ground in India. The report highlights that the demand for global brands like Sol de Janeiro, Beauty of Joseon, and e.l.f. Cosmetics grew 1.5 times faster than the market average. This trend indicates that Indian consumers are adopting global beauty standards and investing in high-quality, internationally recognized brands.

Luxury Products for Men

In 2024, male shoppers have increasingly opted for luxury products, particularly in the fragrance and skincare segments. Dior, Clinique, Davidoff, and YSL fragrances are being purchased every 10 minutes, and Kama Ayurveda, Kiehl’s, and Clinique are among the top luxury skincare brands for men. This signifies a growing trend of luxury skincare and grooming among male consumers in India.

Most Popular Beauty Products

Lipsticks continue to dominate the beauty category, with shades like nude, red, and brown being the most popular among Indian consumers. Maybelline New York’s Colour Sensational Creamy Matte Lipstick in ‘657 Nude Nuance’ and Nykaa Matte To Last! Transfer Proof Liquid Lipstick in ‘Chai’ were among the top-selling products in this category.

When it comes to eyeshadows, the MARS Dance Of Joy Eyeshadow Palette - 2 and Nykaa Cosmetics Eyes On Me Quad 01 Night Out have been bestsellers for 2024. The demand for such products highlights the increased focus on eye makeup and bold, standout looks.

Valentine’s Day Tops Gifting Trends

Valentine’s Day has emerged as the top gifting season, with Indian consumers choosing Victoria’s Secret perfumes, Bath & Body Works lotions, and M.A.C lipsticks for their loved ones. Interestingly, Wednesdays have been found to be the most popular days for gifting, showing a clear preference for mid-week celebrations.

Science and Specific Ingredients in Skincare

Consumers are becoming more discerning in their skincare choices, with a growing focus on products containing specific ingredients that target skin concerns. Popular searches in 2024 show a 150% increase in interest for peptide booster serums, alpha arbutin, and ceramide mochi toners.

Unique Shopper Stories

Nykaa's report also highlights interesting shopping stories. A customer from Jammu spent ₹2.5 lakh on products from 54 brands, while a facewash was delivered to a customer in Mumbai in just 10 minutes. These examples reflect the changing dynamics of consumer expectations and the speed of delivery in the Indian e-commerce space.

Fashion Trends on Nykaa

On the fashion front, co-ord sets and midi dresses were among the most popular choices for Indian consumers. Tikhi Imli and Twenty Dresses were key performing brands, with Anarkalis remaining a favorite in traditional wear. In terms of regional preferences, customers from Delhi favored kurta sets, while Bengaluru shoppers leaned towards lehenga sets, and Jaipur men preferred stylish jackets.

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