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It’s 2024 and the time to gate-keep is long gone. The ‘girl’s girls’ of the internet never shy away from sharing their beauty secrets and neither does Nykaa! There have been a lot of advances in the beauty industry in recent years and many new brands are emerging with innovative products. We’ve already seen a shift to products with active ingredients and brands coming up with wholesome, natural products that target your concerns at the core.
If you love to stay ahead of the curve (who doesn’t!), keep reading as we highlight the beauty game changers of tomorrow. From viral brands to luxe rising stars, keep reading to find out what’s Next In Beauty.
Viral Favourites
While we all know and love Sol de Janeiro for the Bum Bum body cream, the brand is known for products that are packed with Brazilian beauty secrets. Gush Beauty is a true-blood Gen-Z brand with aesthetic packaging, affordable prices, stackable makeup, and multi-purpose make-up like the 2-in-1 hydrating tint. If you’re on the hunt for a trustworthy hair care brand, don’t miss out on Bare Anatomy’s hair mask and shampoo that reverses hair damage.
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Award-Winning
Being the #1 dermatologist-recommended skincare brand in the US, you know CeraVe means business and their moisturising cream with ceramides and hyaluronic acid works like a dream on dry skin. Say goodbye to dark circles and spots with the Vinoperfect serum by Caudalie – a top-selling product in French pharmacies since 2008. Leading professional brand Redken has won 20 global beauty awards, and their acidic bonding range is a must-have if you wish to fix damaged hair.
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Major Up & Comers
Content creator Kairavi Bharat Ram’s Typsy Beauty has several viral products but our favourite is the Enchanted Garden Rose Blush – it’s an eternal rose that will never lose its shape, the blush blends easily for a flawless look, and has skin-loving ingredients for nourishing feel.
Alia Bhatt’s trusted D’you moisturiser should be on your wishlist and not just because of the celeb hype – it has 14 soothing plant extracts, leaves zero white cast, and is hypoallergenic. Their bestsellers In My Defence and Hustle have made plenty of noise on social media for their payoff.
You must have seen Fae Beauty’s lip gloss all over your Instagram stories but have you tried their Lip Whip yet? The 12-hour stay liquid lipstick is perfect for daily wear and comes in as many as 20 Indian-skin tone-friendly shades. Priced at just INR 650, it’s a legit steal deal!
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Luxe Rising Stars
If you wish to splurge on luxury brands, don’t miss out on these newcomers that have been making waves. Korea's #1 skincare brand AHC is gaining popularity in India and offers a wide range of skin care to help you achieve your healthiest skin yet.
Dr.Barbara Sturm– who invented the viral ‘vampire facial’ – started this eponymous brand to offer non-surgical anti-ageing treatments. Try their award-winning hyaluronic serum that helps improve skin health.
Fable & Mane offers products inspired by Ayurveda that strengthen, hydrate, and nourish your hair. Their detangling leave-in conditioner is an elixir for your hair as it prevents breakage while protecting it against heat and UV rays.
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More Brands To Explore
There are many more viral brands that you can try – like Charmacy Milano for lipsticks, Praush Beauty for makeup, Chemist At Play for body care, Moi for fragrances, Quench for skincare, and Plix for overall wellness. When you choose to support these homegrown rising brands, it also encourages other up-and-comers to put their best foot forward. This means more exciting products for us to swatch endlessly!
Keep exploring more fresh and fun launches from Nykaa’s On The Rise curation.
