Nykaa: Spotlight On Authenticity & Possibilities Approach

Market Intelligence

Nykaa: Spotlight On Authenticity & Possibilities Approach

Nykaa was established with just three employees and limited knowledge about the cosmetics and retail industry by founder Falguni Nayar in 2012. Today, it is one of India's biggest lifestyle and fashion platforms.

One of the major strengths of Nykaa is that it includes variety in its product basket. Nykaa caters to both men and women, offering a wide range of products that include high-end branded items as well as affordable options, appealing to customers from various backgrounds.

Secret Insights to Success

Nykaa was derived from the Sanskrit word “Nayaka”, which means one in the spotlight. And that’s what became the motto behind the formation of Nykaa. Founder Falguni realised that the cosmetics market in India was nowhere near its full potential and wished to change that.

One by one, Nykaa found the many irregularities in the market and implemented the right solutions for them in the platform. They made authenticity a big selling point of their platform, as customers received the products via Nykaa directly from the brands. This sets them apart from the competition like Amazon and Flipkart, which have third-party sellers present.

Nykaa’s marketing strategy

The main element is to promote brands and products via multiple channels, websites, and blog pages. It pitches the products digitally to reach customers in all regions of the country. To directly reach the right audience, the company also collaborated with Femina to conduct Femina Miss India over the last few years.

Another key to its success is its ability to create relevant, engaging, and relatable content for its audience. The focus is to connect with beauty enthusiasts through their YouTube and Instagram handles. The company's ability to establish itself as a legitimate voice in beauty and, increasingly, fashion talks through social media platforms.