The matte era had its moment; the flat, velvety lips that looked flawless in pictures but often felt parched in reality. In 2025, the pendulum has swung back, and beauty is embracing shine with abandon. Gloss today is not the sticky swipe of the Y2K years; it’s smarter, sleeker, and packed with skincare benefits. From juicy lip oils to overnight masks, Indian brands are at the forefront of this revival, offering products that merge comfort, care, and shine and a shift that feels as much about lifestyle as it does about beauty.
Simply Nam, co-founded by celebrity makeup artist Namrata Soni, is proof that gloss has grown up. Her Sweet Kisses Hydrating Lip Balm has become a modern-day cult favourite, giving lips that juicy, gloss-like shine while feeling deeply nourishing. “Indian consumers naturally gravitate towards sparkle and shine, especially during festive moments,” says Soni. “But what makes Sweet Kisses stand out is comfort and it never feels sticky, and it wears effortlessly alone or layered.” Her formulations, infused with jojoba oil, sweet almond oil, squalane, and peptides, make it as much skincare as makeup. The brand’s Magic Tinted Lip Oil, enriched with panthenol and seven botanical oils, embodies the new gloss mood: effortless, hydrating, and luminous. For Soni, the goal has always been clear — makeup should enhance, never compromise, the skin beneath.
That balance of shine and care is also what makes Wow! Skin Science’s Color Cupid Lip Duo Balm + Liquid Lipstick 2-in-1 a standout. As Manish Chowdhary, Co-Founder & Co-CEO of Body Cupid (parent company of Wow!), explains, Indian consumers are falling hard for hybrids. Infused with hyaluronic acid, jojoba oil, and vitamin E, this glossy duo offers a rich color payoff while keeping lips soft and nourished. Priced at around 424/-, it brings a luxury experience at an accessible point. “We’ve seen a clear shift where people are leaning towards lip products that don’t just look good but also feel good,” says Chowdhary. Gloss, in this case, is more than shine — it’s skincare-meets-makeup for the multitasking beauty lover.
Citta, too, is redefining gloss in its own way. Founder Akanksha Sharma’s Beetroot Lip Balm (Tinted) and Lip Glow Masque are both bestsellers, delivering subtle sheen with strong skincare credibility. Packed with beetroot extract, ceramides, coconut oil, shea butter, almond oil, vitamin E, and SPF 15, these formulas blur the lines between protection and play. “Post-pandemic, consumers are moving away from heavy, overly made-up looks toward multipurpose lip products,” Sharma shares. “Our customers want comfort, hydration, and that hint of glossy colour that feels natural yet polished.” At just 199/- to 249/-, the products embody affordable luxury — aspirational yet accessible, which has made them a favourite across demographics.
What unites all these approaches is an understanding that beauty today cannot be one-dimensional. Consumers no longer want to choose between skincare and makeup, they expect both in one product, and gloss is the perfect medium. Across the board, the feedback is telling: brides call Simply Nam’s Sweet Kisses the only gloss they could comfortably wear through wedding functions, Citta users rave about the natural pink flush and visible reduction in lip pigmentation, and Wow! customers rely on the Colour Cupid Lip Duo as their no-fuss, everyday lip essential.
The gloss comeback is also symbolic of a cultural and emotional shift. After years of matte austerity, shine feels joyful, expressive, and alive — the beauty equivalent of a dopamine hit. In India, where climate, tradition, and consumer preference lean toward hydration and glow, the timing couldn’t be more perfect. Whether it’s the slick sheen of a lip oil, the reflective finish of a vinyl gloss, or the dewy tint of a balm, gloss has reclaimed its place as beauty’s most irresistible mood. And this time, it’s here to stay.
Also Read:
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