Nykaa has launched a standalone fragrance retail format called Nykaa Perfumery, opening two stores in Mumbai — at Oberoi Mall in Goregaon and Infiniti Mall in Malad — as the beauty retailer bets on India’s fast-growing appetite for fine scents.
The 800-square-foot stores offer several leading global brands including CHANEL, Jo Malone, Tom Ford, YSL, Armani, Prada, Valentino, and Maison Margiela. They are designed around what Nykaa calls an “immersive discovery” experience — with dedicated consultation tables, trained fragrance advisors, and a technology-assisted tool called the Fragrance Finder that generates personalised scent recommendations for shoppers.
The format appears to be resonating with consumers. Nykaa says Perfumery stores are delivering nearly three times the average order value of its regular beauty outlets, based on third-quarter FY26 data. Men’s fragrances account for over 45 percent of GMV — a figure the company describes as largely incremental, suggesting the stores are pulling in a new customer segment rather than cannibalising existing sales.
The launch reflects a broader shift underway in India’s fragrance market. Once dominated by deodorants and occasion-use perfumes, the category is increasingly being driven by consumers who treat scent as everyday self-expression — building what the industry calls “scent wardrobes,” experimenting with layering, and seeking out niche and luxury houses. Rising disposable incomes, greater global exposure, and a young, trend-aware consumer base are all fuelling the change.
Nykaa has been laying the groundwork for this push for some time. Its Fragrance Collective platform curates over 350 global and luxury scents, while Nykaa Fragtok — a creator hunt focused on luxury fragrance content — aims to deepen engagement with the category through storytelling and social discovery.
The Perfumery stores also offer gifting services including bottle engraving, personalised packaging, and curated gift sets, positioning them as a premium destination for gifting occasions.
The new format sits within Nykaa’s wider offline expansion. The company operates 276 beauty stores across 94 cities as of Q3 FY26, having added 11 new stores and entered four new cities during the quarter. The network is reporting double-digit same-store sales growth, supported by in-store experience upgrades and exclusive brand tie-ups.
