Scroll your feed and you’ll see them: Gen Z users swiping through niacinamide serums, glazed doughnut skin tutorials, and slugging routines—and straight to the cart.

Beauty isn’t vanity—it’s ritual, it’s data, and it’s a personal badge of identity. In 2025 India, Gen Z has flipped the script: they’re seeking skincare with measurable results, informed by creators, and fueled by community whispers.

But what exactly are they buying, and why? Let’s decode their beauty DNA.

Ingredient-First Shopping: Niacinamide and Beyond

Flipkart’s Glam Up Annual Beauty Trends Report—co-created with NielsenIQ—finds that 62% of Gen Z search by ingredients, not brands. Niacinamide searches have surged around 70%, while ceramides, salicylic acid, vitamin C, and K‑Beauty favourites (like snail mucin) grow in popularity.

Gen Z wants clear skin, clear science, and clear routines.

Hydration-First: From Gel Creams to Slugging

Flipkart reports a 120% spike in gel moisturisers, 1.4× growth in face creams, and a 123% increase in face wash sales. Meanwhile, hydration rituals like glazed skin and slugging—where layers of moisturiser or occlusive help the skin barrier—have become viral.

NielsenIQ calls this the “Hydration Daze” trend: skincare guys but glow-first moves.

K‑Beauty Keeps Inspiring

Though millennials first embraced it, K‑Beauty still captivates Gen Z: searches for Korean beauty on Flipkart jumped 81% YoY, with sheet masks and essences showing triple-digit growth. The promise of moist, glass-like skin fits right into India’s weather and routines.

Haircare Joins the Actives Revolution

No longer just oil and shampoo, Gen Z hair routines have gone scientific: hair serum sales doubled, scalp detox products grew by ~30%, and rice water treatments are trending.

Fragrance as Self-Care, Not Just Spray

Perfumes have transformed into daily identity markers: Flipkart saw a 2.2× increase in fragrance sales, and artisanal attars spiked 2.5×. Gen Z treats scent like skin—it’s part of identity, attitude, and mood.

Community Signals: Reddit and Real Talk

Reddit skincare communities in India reflect the same vibe:

“Niacinamide helped my redness—but only alongside hydration!” … “Glazed skin trick: apply serum, then light oil while skin is damp.” …

These signals mirror Gen Z’s deeper search intent—skincare as personal science, not passive consumption.

The Philosophy Behind the Purchases

Gen Z’s beauty buys are intentional, ingredient-forward, and creator-validated. This shift is driven by:

Admigos Translates Trend Data into IG-Worthy Creative

Admigos can turn Flipkart & NielsenIQ insights into scroll-ready visual stories—niacinamide dips, hydration swipes, glass-skin glow loops, and creator-led routine demos.

We make data feel personal, so content isn’t just seen—it’s saved, shared, and shopped.

Final Take

Gen Z’s beauty code in India is clear: functional skincare, powered by science, told via creators, and visualised in engaging, authentic content. It’s not just what they buy—it’s why and how they buy.

For brands ready to connect, Admigos makes trend data visible, relatable, and actionable. Let’s craft the content that understands Gen Z—and earns their trust, thumbs, and carts.