Finalists for 4th Edition of BEAUTY&YOU India 2025 Announced

By: WE staff | Friday, 26 September 2025

• Estée Lauder Companies, in collaboration with partner Nykaa and Startup India, released the finalists for BEAUTY&YOU India 2025
• The initiative is now in its fourth year and empowers next-generation beauty entrepreneurs in India
• 13 finalists were selected, operating in skincare, makeup, hair care, and fragrance

Estee Lauder Companies Inc. (NYSE: EL) New Incubation Ventures, in partnership with Nykaa and Startup India, announced the finalists of BEAUTY&YOU India 2025.

Now in its fourth year, BEAUTY&YOU India 2025 focuses on identifying and developing India-focused entrepreneurs who are going to redefine the future of the beauty industry.

In keeping with the overall theme of Beauty Frontiers for year 2025, 13 finalists have been selected for exhibiting talent and innovation in the areas of skincare, makeup, hair care and fragrance.

These finalists represent India's beauty diversity with concepts rooted in Ayurvedic science, micro biome-based solutions, inclusive beauty, sustainable beauty and innovative forms of delivery.

The finalists were selected from three award category pathways: IMAGINE (leading beauty concepts that are pre-launch), GROW (leading in-market beauty brands) and BREAKTHROUGH (innovations in a product, technology or business model).

The final shortlist of 13 will pitch their brands and beauty concepts to the jury of expert judges in Mumbai on October 7 and awards will be announced that same evening at an exclusive event.

This year, as well, women entrepreneurs dominate, with more than 80 percent of applicants having at least one woman founder.

This time, for the first time, the program will also feature the Visionary Women's Award, jointly with Startup India, to identify the innovation and contribution of a remarkable woman entrepreneur.

This award celebrates the legacy of The Estee Lauder Companies as a company founded by a pioneering woman and will be given out during the culmination ceremony.

The winners will get mentoring from international leaders in beauty, access to a pool of strategic networks, capital support from a prize fund of up to $500,000, and India-level visibility through Startup India.

They will also gain brand-building and distribution infrastructure access through Nykaa's platform, comprising discovery, consumer understanding, digital boost, omnichannel reach, and market access.

IMAGINE category members are Atypiical, DRENCH, Skiom Pvt. Ltd., Mimiq, and Allyv, presenting innovations from hybrid suncare to inclusive makeup and microbiome-based skincare.

GROW finalists—Antinorm, Dermis Oracle, Justhuman, and Project Qaafi—were established in-market brands targeting climate-adapted products, neurocosmetics, and Ayurveda-based solutions.

BREAKTHROUGH finalists—Atmiya Innovations Foundation, Cosmos Bio Private Limited, Hitech Formulations, and Nanospin Technologies LLP—were the ones featuring innovations in lipcare, sustainable bioactives, advanced encapsulation technology, and fast-dissolve face masks.

Members of the 2025 jury are industry and Estee Lauder executives like Akhil Shrivastava, Michelle Freyre, Sumit Bhasin, Aida Moudachirou-Rebois, Rohan Vaziralli, Anchit Nayar, Nivruti Rai, Katrina Kaif, Gianandrea Ferrari, Dr. Jaishree Sharad, Aabha Bakaya, and Gaurav Gupta.