Nykaa’s Balanced Strategy: Why Celebs, Creators & Content Work Better Together

Explore how Nykaa’s balanced strategy combines celebrities, creators, and content to maximize marketing impact. By intertwining influencer collaborations with captivating content, Nykaa successfully engages a wide range of audiences. This approach increases brand visibility and builds stronger relationships with consumers.

Nykaa has mastered the art of combining celebrity endorsements, influencer partnerships, and proprietary content to dominate India’s beauty market. Since its launch in 2012, Nykaa transitioned from an online-only store to a ₹20 billion omni-channel powerhouse by co-developing private labels with stars like Katrina Kaif for Kay Beauty and Janhvi Kapoor for L’Oréal Luxury, while using micro-influencers to reach Tier 2/3 audiences with authentic tutorials. 

Their content ecosystem, Nykaa TV, Beauty Book, and social feeds amplify these collaborations, driving a 61 % surge in Q4 FY2025 profits to ₹261.2 million (Reuters) and a 15,000-strong creator network. This balanced strategy of celebs, creators, and content underpins Nykaa’s sustained growth and deep customer engagement.

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Nykaa’s Rise in the Indian Beauty Market

Nykaa was founded in April 2012 by Falguni Nayar as an e-commerce destination for global beauty brands, quickly filling a gap in online cosmetics retail. By 2020, Nykaa had expanded into physical retail, opening over 200 stores and diversified into personal care, skincare, and fashion. The company’s 2020 IPO at a $7 billion valuation marked the first major digital-commerce listing in India, validating its omnichannel strategy and content-led approach.

Iconic Celebrity Collaborations By Nykaa

Nykaa’s private-label launches have soared to bestseller status thanks to strategic celebrity partnerships, each bringing unique credibility and consumer appeal:

1. Katrina Kaif x Kay Beauty (2019)

Bol­ly­wood star Katrina Kaif co-created Kay Beauty in partnership with Nykaa, positioning it as India’s first celebrity-owned makeup brand. The pan-India launch spanned 50 Nykaa stores and the online platform, offering lip, eye, and brow products tailored to Indian skin tones. Within six months, Kay Beauty sold over 500,000 units and achieved a 40% sell-through rate in its first month, a testament to Kaif’s authentic involvement and the brand’s resonance (Reuters).

2. Janhvi Kapoor x Nykaa TVC: #AllThatYouLove (2021)

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In late 2021, Nykaa launched its playful “#AllThatYouLove” campaign starring brand ambassador Janhvi Kapoor, which centers on the idea that consumers shouldn’t have to choose between their passions, whether it’s their partner or their beauty products, but can indulge in both by choosing Nykaa. The film features lighthearted banter between Kapoor and her on-screen partner, showcasing Nykaa’s extensive range from makeup and skincare to hair care, while reinforcing the emotional connection women have with their beauty routines. This campaign debuted across Nykaa’s YouTube and Instagram channels and was further amplified through digital and mainline media, driving significant increases in brand recall and customer engagement.

3. Kareena Kapoor Khan x Nykaa Fashion (2022)

Bollywood icon Kareena Kapoor Khan became Nykaa Fashion’s ambassador in 2022, headlining festive-season lookbooks and in-store launch events. Her involvement generated over 2 million social-media impressions within the first week, with Instagram Reels of her styling sessions achieving engagement rates more than double Nykaa’s average (Indian Retailer). Kapoor’s glamour and relatable fashion tips reinforced Nykaa’s transition from beauty to a full-fledged lifestyle destination.

4. Alia Bhatt x L’Oréal Paris for Nykaa (2023)

Alia Bhatt featured in Nykaa’s reel for the L’Oréal Paris Plump Ambition Hyaluron Lip Oil, dubbing it the “Alia Shade.” The campaign invited viewers to “Get fuller, plumper lips in a flash,” driving hype for the #ViralLipOil and linking to Nykaa’s Pink Summer Sale promotions.

5. Sharvari Wagh x Nykaa Pink Summer Sale (2024)

Emerging star Sharvari Wagh fronted Nykaa’s Pink Summer Sale, urging viewers to stock up on summer essentials with up to 60 % off. Her energetic Reels highlighted free gifts with orders and 30-minute delivery via Nykaa Now, sparking anticipation ahead of the sale kickoff.

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Influencer Marketing: How Nykaa Created Authentic Reach and Community Trust

Nykaa’s influencer marketing strategy extends its celebrity-driven momentum into authentic, community-focused conversations. By partnering with niche creators whose audiences trust their honest reviews, Nykaa taps into real-life beauty routines, grounding high-glamour campaigns with relatable, user-generated content.

1. Shreya Kalra’s “Summer Lip Flavours” Reel

Mumbai-based Influencer @theshreyakalra captured the playful spirit of Nykaa’s Pink Summer Sale with a “summer lip” tutorial using Nykaa’s own and partner-brand lip products. In her reel, she showcased Kay Beauty’s Lip Tint in Juicy, Maybelline’s Superstay Teddy Tint in The A, e.l.f. Glow Reviver Lip Oil, and Nykaa Cosmetics’ Lip Glaze Oil in Raspberry Ganache, all on up to 60% discount. Her vibrant, snack-inspired lip looks and personal endorsement drove engagement from urban audiences seeking both fun and function.

2. Saloni Kute’s “Skincare Step Reminder” Clip

Beauty influencer @salonikute lent her routine-first ethos to Nykaa’s Pink Summer Sale, reassuring followers: “You’re allowed to be late if you’re completing your skincare steps.” She highlighted favourites like Minimalist’s PHA Face Toner, L’Oréal Revitalift Serum, Cetaphil’s Ultra Hydrating Lotion, Neutrogena’s Ultralight Sunscreen, and Dot & Key’s Lip Balm—each available at discounted rates. Her genuine, unhurried approach resonated with viewers balancing self-care and busy schedules.

Style creator @shreyagulati celebrated long-wear performance in her reel, spotlighting Urban Decay’s All Nighter Setting Spray, Face Bond Foundation, and 24/7 Glide-On Pencils—products she relies on for all-day glow. By tagging Nykaa’s Pink Summer Sale and emphasizing up to 40% off, she reinforced the message that Nykaa carries both affordable and high-performance global beauty brands.

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Content Ecosystem: Nykaa’s Engagement and Education Through Content Creation

Nykaa’s owned channels amplify star and creator collaborations with rich, evergreen content.

• Nykaa TV (YouTube): Boasts over 1.49 million subscribers who watch “Get Ready with Kareena,” “Kay Beauty masterclass with Katrina,” and founder interviews.

• Beauty Book Blog: Features long-form guides, such as “Monsoon Skin-Care Essentials,” linking directly to celeb-backed product collections.

This type of content variety helps Nykaa create a brand image for itself through celebrity channels.

Why Celebrities, Creators & Content Worked Better Together For Nykaa

Celebrities and creators each bring unique strengths that, when combined with Nykaa’s robust content platforms, create a powerful marketing trifecta: stars like Katrina Kaif and Kareena Kapoor Khan lend instant credibility and aspirational appeal to private-label launches, driving immediate spikes in site traffic and sales; micro- and nano-influencers add authentic, relatable endorsements, through tutorials and haul videos—that resonate deeply with niche communities, especially in Tier 2/3 markets; and Nykaa’s own channels (Nykaa TV, Beauty Book blog, social feeds) tie it all together with educational how-tos and trend stories that reinforce both celebrity and influencer messages, ensuring consistent engagement and longer-term loyalty.

Just Like Nykaa, Get Celebrities And Influencers To Promote Your Beauty Brand!