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