Why Is the Nykaa Marketing Strategy So Successful?

Team Pepper
Posted on 18/01/227 min read
Why Is the Nykaa Marketing Strategy So Successful?

Nykaa is a Mumbai-based retailer of beauty, fashion, and health products, established as an Indian e-commerce set-up by Falguni Nayar in 2012. The e-commerce firm sells Nykaa Naturals and products from over 1200 global brands, aligned with the stellar Nykaa marketing strategy. In 2015, the company switched from an online-only to an omnichannel model. It opened up numerous retail locations in major cities in three main formats: Luxe, On Trend, and kiosks. 

Nykaa sells its products through its website, mobile app, and 80+ physical locations. Cosmetics, skincare, haircare, perfumes, bath and body, luxury, and wellness products for men and women are among the company’s specialties. Nykaa Fashion opened its first store in Delhi in December 2020, making the fashion business omnichannel.

In addition, the company provides extensive material such as product evaluations, beauty how-to videos, expert-written essays, and even an online beauty magazine. The Nykaa helpline is intended to assist customers in selecting products and services tailored to their specific needs. Nykaa launched Nykaa PRO in 2020—a membership program that offers Nykaa app users exclusive accessibility to professional beauty products and deals. 

The Business Model

Nykaa is a direct-to-consumer e-commerce brand that operates on an inventory-based business strategy. The business keeps the stock of products purchased directly from producers. They store the goods in their warehouses, where third-party vendors list products. This enables Nykaa to have a more secure hold on its items, assisting them in avoiding any fraudulent things that may make their way into the marketplace. New Delhi, Mumbai, Pune, Haryana, Kolkata, and Bengaluru are among Nykaa’s warehouse locations from where the products are sold directly.

Nykaa’s products are available for purchase online or at one of the company’s physical retail locations. Huda Beauty, MAC, Dior, and Givenchy are among the international premium beauty brands represented in the Luxe format, as is Nykaa Beauty, the in-house beauty collection. 

The Nykaa On Trend format chooses products by category based on their popularity. Beauty assistants are available at the brand’s kiosks to aid beginners in selecting the appropriate products from a wide range of brands. Furthermore, the organization verifies the authenticity of its items and adheres to fair pricing. The inventory business model provides high-profit margins, and any product damage is the company’s responsibility.

Nykaa’s Content Marketing Strategy


Nykaa employs high-end content to display worldwide trends, which has proven to be a winning formula for the brand name, with some of the best content marketing campaigns under its belt. People consume content, which is why the brand has created a unique strategy that creatively utilizes the power of content by building an enthusiastic team of young professionals. 

1. YouTube marketing


The Nykaa marketing strategy comprises a comprehensive YouTube marketing plan. Nykaa has a YouTube channel called “Nykaa TV” that provides individuals with video assistance for utilizing cosmetics and fashion products, and staying current in society. The firm does not sell its items on its YouTube channel; instead, it focuses on providing its target audiences with consumable content such as beauty, personal care tips, makeup hacks, and much more. 

Nykaa’s YouTube playlist has a wide range of content, including beauty horoscopes, bridal makeup techniques, celebrity beauty secrets, and so on. They assist users and consumers in selecting the right products and utilizing them correctly by providing a variety of how-to videos. In addition, the firm uses YouTube ads to reach out to its customers. 

2. Marketing through the website

Abiding by the extensive Nykaa marketing strategy, the brand has gone to great lengths to advertise, whether on its website or through its mobile application. Nykaa places great importance on brand positioning through the website, which means that new and updated material is constantly available to the target audience. The business uses blogs, tutorials, and targeted ads on its main platform to increase online sales. The website aims to make a difference in the beauty and fashion industries. Also, it has been focusing on bringing quality items and services to people at massively discounted prices. The platform appears to have a lot of potential for future growth and dominance.

3. SEO

Nykaa uses search engine optimization (SEO) services to improve organic traffic and create brand visibility. Keeping up with industry developments has also helped it stay ahead of the competition. Nykaa has implemented SEO to improve its content with possible keywords that rank high in search results. The beauty brand has also optimized its blogs and articles to be quickly indexed and searched by Google. 

4. Email marketing


Nykaa has cleverly used email marketing to its full potential. As part of its promotional efforts, the company sends out emails to highly engaged buyers, including trending content that provides a glance at current industry trends. These emails also present an early look at any upcoming sales, urging consumers to visit the online store. Their email marketing plan has performed exceptionally well, with high open rates, engagement rates, and conversion rates. It has clearly been achieving the overall Nykaa marketing strategy goals.

5. Influencer marketing and building a network

When compared to more traditional platforms, influencer marketing remains one of the most effective and cost-efficient ways to communicate with customers, and is, hence, an essential element of the Nykaa marketing strategy. Nykaa relies heavily on influencers and content creators to promote new brand launches and sales, despite having actor Janhvi Kapoor as its brand ambassador. 

Influencers are an essential part of the company’s content marketing strategy since they help educate and assist customers in making the best decisions for themselves. Nykaa believes in cultivating long-term connections with influencers to enhance consumer trust and engagement. It has created a community of people who share ideas and suggestions, get inspired, learn, and watch new videos, through this strategy. The company has developed the finest plan for retaining customers and attracting new ones by implementing this strategy. It caters to both the upper and middle classes.

At the same time, it got global recognition with its highly publicized collaboration with Indian actress Katrina Kaif. Nykaa Network is an interactive beauty website where users may speak with other beauty enthusiasts. They can also get beauty advice from experts. The brand also provides gifts with special orders to make customers feel delighted with their purchases. It is an excellent method to increase customer retention.

6. Social media marketing

The company maintains accounts on many social media platforms. It has six official accounts, dedicated to the main brand, Nykaa Fashion, Nykaa Fashion, Nykaa Beauty, Nykaa Man, and Naykd by Nykaa (a lingerie brand). The team ensures that the Nykaa marketing strategy is followed to aT to roll out on-point, informative, and engaging content. They create a massive buzz before their special Pink Friday sales through influencers and live sessions with experts. With bite-sized content that is easy to consume, Nykaa is ruling the social space with its stellar content.

Nykaa’s Community Expenditure

The beauty and wellness brand has gained a well-deserved reputation worldwide, and is constantly expanding its customer base due to its distinctive features and exceptional customer service. Nykaa receives around 15,000 orders every day, most of which come from customers aged 22 to 35. Because the Mumbai-based company has a strong online presence, it has used numerous of the finest digital marketing services to obtain widespread recognition in a short amount of time. They have altered people’s purchasing experiences. 

Nykaa majorly focuses on brand awareness and markets. One of the benefits of promoting products through influencers is that marketing costs are reduced. According to experts, famous influencers charge anywhere between Rs. 5,00,000 and Rs. 10,00,000 for video promotion, whereas up-and-coming ones may charge as little as Rs. 5,000 to promote a product.

Offering an Omnichannel Experience

One enormous concern that people encounter when purchasing beauty goods online is the inability to try the products. Users cannot know if the cosmetics are appropriate for their skin tone. The Nykaa marketing strategy addressed this issue and solved this problem by offering an omnichannel experience. 

Nykaa’s content strategy focuses on imparting knowledge to increase awareness among customers. It provides eye-catching and trendy material that engages the audience. It also evaluates their interest in purchasing the things it is promoting. Nykaa seeks to attract a diverse range of people by creating trending content on various platforms. It provides its viewers with a range of consumable content, transforming them into customers. Nykaa produces blogs on beauty, cosmetics, and personal care on its blog, called the Nykaa Beauty Book. In addition, the brand produces video content, such as makeup tutorials, DIYs, and much more. 


Because of its strong content marketing strategy, Nykaa has established itself as one of the most capable companies in the beauty and fashion field. Complementing its content marketing efforts, the brand’s overall digital marketing has targeted every demographic. The brand’s marketing activities are not limited to tier-I cities; they appeal to potential clients in tier-II, tier-III, and tier-IV cities as well. It includes students and professionals who do not have time to shop for beauty or wellness products offline.

Key Takeaways

  • Nykaa is a major player in the cosmetics sector, providing a wide range of beauty, fashion, and health items on physical and digital platforms.
  • The brand includes an easy-to-use website and app, kiosks and pop-up stores, dedicated offline locations, contributing to its market position.
  • Nykaa invests a lot in its content marketing and overall digital marketing efforts to attract, convert, and retain its audience.
  • It uses the community approach to help the audience get value even before they have converted into customers.
  • Nykaa has won accolades, awards, and recognition for innovation in the retail and e-commerce sectors.
  • Its omnichannel experience sets it apart and makes it a one-of-a-kind brand. 

Nykaa has proven to be one of the most successful startups in India. It is one of the top beauty and wellness companies in the industry. It embodies trust, wellbeing, and concern for all of its consumers. Nykaa provides value-for-money products, customer support, social media content, YouTube videos, and blogs. Furthermore, everything the company does adheres to the Nykaa marketing strategy and is designed to please clients to the greatest extent possible, even before they try out the product. This has made Nykaa the most successful omnichannel beauty platform in present times.


1. Why does Nykaa use content marketing?

The main objective of Nykaa to focus on content marketing is to drive traffic, build the brand’s credibility, and raise brand awareness.

2. What kind of content does Nykaa use for its marketing strategy?

Nykaa uses a variety of content formats, right from bite-sized Reels and social posts to tutorial videos, influencer-led videos, and long-form blog content to keep users engaged on various platforms.

3. How does Nykaa use social media to create a digital presence?

Nykaa has onboarded many influencers to target customers on social media. Various beauty content creators and celebrities create content for Nykaa, which appeals to the audiences. The skyrocketing follower count is proof of its strong digital presence.

4. What content marketing challenges did Nykaa overcome?

Nykaa decoded their tech, which ran on highly complex infrastructure, simplified it, and optimized their website content for search engines. SEO blog writing, especially, helped them gain organic traffic and brand awareness. Nykaa’s leadership strongly believed in the power of content marketing and made a conscious decision to invest in it from the start. Although there was no direct revenue right away, they trusted the strategy’s impact in the long run.