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Share of search26 Oct 20264 min read

Nykaa vs Purplle: share of search in India, 2021 to 2026

One brand holds most of the branded search in online beauty, so the line worth watching is the challenger's. From the Colleviate Share of Search Index, with the data free to download.

Written by the Colleviate Strategy desk

Short answer

Nykaa has the largest share of beauty e-commerce brand search in India: 91.4% over the three months to September 2026, against Purplle at 8.6%. It has led every month since the series began in November 2021. Shares barely moved over the past year: no brand gained a full point.

Download this category (CSV) Monthly, November 2021 to September 2026. Free to use with attribution. All nine categories

Who leads beauty e-commerce search now

Shares are the average of the last three months, set against the same three months a year earlier and the first three months of the series.

BrandStart of seriesA year agoLast three monthsChange in a year
Nykaa95.5%91.1%91.4%+0.3 pts
Purplle4.5%8.9%8.6%-0.3 pts
NykaaPurplle
Beauty e-commerce: monthly share of search, Nov 2021 to Sep 20260%25%50%75%100%20222023202420252026Nykaa 91%Purplle 9%
Share of branded search within the set, by month, India, November 2021 to September 2026. Source: Google Trends; Colleviate analysis.

What changed

Nykaa holds 91.4% of branded search against Purplle's 8.6%. Tira Beauty, Reliance's beauty platform, is left out because its volume sits below the level at which Google Trends reports a value.

Who has led, and for how long

Nykaa has led every month since the series began in November 2021, a lead that has never changed hands.

The months that moved it

The largest month-on-month changes in any brand's share. A spike needs a cause before it is read as demand: where a public, dated event explains one, it is named; the rest are reported as they are.

Each brand's single highest week of search interest: Nykaa in November 2021 and Purplle in October 2022.

Search share and market share

Nykaa's parent, FSN E-Commerce Ventures, is listed and reports beauty gross merchandise value every quarter. On a two-brand set this lopsided, the useful reading is the direction of the challenger's line, not the size of the leader's lead.

This is attention, not sales: see share of search and market share, and what is a good share of search for how to read a number like this one.

How this category is measured

The search terms are “Nykaa” and “Purplle”. Tira Beauty is left out of the share: below the threshold at which Google Trends reports a value. They were pulled together, so they share one scale. Data retrieved 14 October 2026; the full method is on the index page.

The monthly data

Share of search by month, November 2021 to September 2026 (%)
MonthNykaaPurplle
Sep 202690.59.5
Aug 202691.18.9
Jul 202692.57.5
Jun 202689.710.3
May 202691.28.8
Apr 202690.59.5
Mar 202695.74.3
Feb 202692.37.7
Jan 202690.79.3
Dec 202593.07.0
Nov 202593.86.2
Oct 202591.18.9
Sep 202590.010.0
Aug 202590.69.4
Jul 202592.67.4
Jun 202589.610.4
May 202591.38.7
Apr 202590.59.5
Mar 202590.69.4
Feb 202592.08.0
Jan 202597.62.4
Dec 202491.78.3
Nov 202496.63.4
Oct 202494.06.0
Sep 202492.87.2
Aug 202493.16.9
Jul 202493.76.3
Jun 202491.48.6
May 202492.37.7
Apr 202491.78.3
Mar 202486.213.8
Feb 202486.014.0
Jan 202491.58.5
Dec 202392.17.9
Nov 202393.86.2
Oct 202390.89.2
Sep 202391.78.3
Aug 202390.010.0
Jul 202392.97.1
Jun 202392.27.8
May 202392.57.5
Apr 202392.97.1
Mar 202392.37.7
Feb 202393.86.2
Jan 202393.86.2
Dec 202293.46.6
Nov 202295.94.1
Oct 202290.99.1
Sep 202293.07.0
Aug 202292.77.3
Jul 202293.36.7
Jun 202292.57.5
May 202293.86.2
Apr 202293.46.6
Mar 202294.15.9
Feb 202294.95.1
Jan 202294.35.7
Dec 202194.25.8
Nov 202197.92.1

Cite this data

Free to use, quote and republish under a Creative Commons Attribution 4.0 licence, with a link to this page.

Colleviate Share of Search Index, India: Beauty e-commerce, October 2026, colleviate.com/blog/share-of-search-beauty-ecommerce-india.html

Questions we get asked

Who has the highest share of search in beauty e-commerce in India?

Nykaa, with 91.4% of beauty e-commerce brand search over the three months to September 2026, ahead of Purplle at 8.6%. It has led every month since the series began in November 2021.

How often has the lead changed?

Never. Nykaa has led every month since the series began in November 2021.

Is share of search the same as market share in beauty e-commerce?

No. It measures attention: the share of branded searches, which tends to move before market share but is not sales. Nykaa's parent, FSN E-Commerce Ventures, is listed and reports beauty gross merchandise value every quarter.

Can I use this data?

Yes. It is published under a Creative Commons Attribution 4.0 licence. Download the CSV from this page and cite it as: Colleviate Share of Search Index, India: Beauty e-commerce, October 2026, colleviate.com/blog/share-of-search-beauty-ecommerce-india.html.

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