Nykaa Fashion, a subsidiary of the renowned beauty and wellness e-commerce platform Nykaa, has been making waves in the Indian fashion industry since its inception in 2018. The brainchild of Falguni Nayar, a former investment banker, and her daughter Adwaita Nayar, Nykaa Fashion was born out of a desire to revolutionize the way women shop for beauty and fashion products in India.
The brand’s mission is to create a world where consumers have access to a finely curated, authentic assortment of products and services that delight and elevate the human spirit. This ethos is reflected in the diverse range of products Nykaa Fashion offers, including western wear, Indian wear, lingerie, footwear, bags, jewelry, accessories, athleisure, home décor, bath, bed, and kitchen items.
Nykaa Fashion houses an impressive array of over 1,500 brands and more than 1.8 million products, catering to women, men, and children of diverse demographics. Top brands like Maybelline New York, Lakme, Nykaa Cosmetics, The Face Shop, L’Oreal Paris, Nykaa Naturals, Biotique, and Kama Ayurveda are all part of their extensive portfolio.
In addition to these well-known names, Nykaa Fashion also features several in-house brands such as Nykd by Nykaa, RSVP, Mondano, Likha, and Pipa Bella under the Nykaa House of Brands. These in-house brands further diversify the product offerings and provide customers with various choices.
The company emphasizes curation, and quality sets it apart from its competitors. The brand identifies fashion-forward brands, vets them for style and quality, and then selects styles within these brands to offer to its customers. This meticulous approach to curation ensures that customers always have access to the latest trends and high-quality products.
Nykaa Fashion has also made a name for itself in social media marketing. The brand maintains a strong presence across social media platforms and uses influencer marketing to reach its target audience. This strategy has helped Nykaa Fashion build a community of loyal customers deeply engaged with the brand.
Despite its success, Nykaa Fashion has faced some criticism from customers. Some customers have expressed dissatisfaction with the brand’s customer service and return policies. However, others have praised Nykaa Fashion’s genuine products and excellent customer service, highlighting its commitment to providing a positive shopping experience.