In the fast-paced world of fashion and beauty, trends come and go as quickly as a social media post. Yet, some groundbreaking patterns have captured significant attention in 2024. According to Nykaa's trend report for this year, certain styles and products have profoundly influenced India's fashion and beauty scene. The report highlights the growing popularity of late-night shopping, specific makeup preferences, and the rise of Korean beauty brands, among other notable trends.

The Rise of Midnight Shopping and Essential Products

One of the most intriguing phenomena is the surge in late-night online shopping. This trend appeals to individuals working late hours or night shifts. The act of browsing and purchasing fashion items during these off-hours brings a sense of pleasure and relaxation. Data reveals a remarkable 60% increase in midnight shopping activities, with lipsticks, serums, and sheet masks emerging as top choices for nocturnal shoppers.

Midnight escapades into the world of fashion and beauty offer more than just a momentary distraction. People who engage in late-night shopping often seek comfort and excitement after long workdays. Lipsticks provide an instant mood lift, while serums address skincare concerns. Sheet masks offer a quick yet effective way to pamper oneself. These products cater to the immediate needs of consumers looking for a pick-me-up or self-care routine during their free time at night. The convenience of online platforms allows individuals to explore and purchase these essentials effortlessly.

Embracing Global and Traditional Styles

Beyond the timing of purchases, specific fashion and beauty products have garnered immense popularity. Nude, red, and brown lip shades lead the lipstick category, reflecting a preference for versatile and timeless colors. Eyeshadows that facilitate a range from soft pink to smoky eye looks are also in high demand. Additionally, the K-beauty wave has swept through, with Korean brands like COSRX, TONYMOLY, and The Face Shop experiencing a 2.5 times faster growth rate compared to the platform average.

K-beauty's influence extends beyond makeup to include co-ord sets and midi dresses, which remain wardrobe staples. Brands such as Tikhi Imli and Twenty Dresses have excelled in this segment. Traditional attire like Anarkalis continues to enchant, while Nykd bras by Nykaa dominate the innerwear market. Social media plays a crucial role in shaping trends, with influencers driving the popularity of off-shoulder tops, wide-leg jeans, and waistcoats. Regional preferences also play a part, with Delhi favoring kurta sets, Mumbai leaning towards co-ords, and Bengaluru embracing lehengas. Moreover, infant fashion has emerged as one of the fastest-growing categories on e-fashion platforms, highlighting the expanding reach of fashion trends across all age groups.