Nykaa has opened a 10-day pop-up store in Delhi aimed at making luxury beauty brands more accessible through miniature product formats, hands-on trials and in-store games.
The Nykaa Luxe Mini Mart, running from August 20 to 30 at Unity One Elegante Mall, is the company’s latest attempt to bridge the gap between browsing and buying in the premium beauty segment — a category where high price points often deter first-time buyers from committing to full-size products.
The pop-up brings together mini versions of skincare, makeup, haircare and fragrance products from brands including Pixi Beauty, Kama Ayurveda, L’Occitane, Dermalogica and Carolina Herrera. Shoppers can sample and purchase these smaller formats before deciding whether to invest in the full-size version — a model Nykaa is framing around the tagline ‘Discover. Try. Collect.’
Beyond the retail offering, the space is designed as an experiential stop: visitors can get quick makeovers, take part in gamified activities with prizes on offer, and consult in-store beauty advisors for personalized product recommendations.
Nykaa is also running tiered discounts through the pop-up — 10% off a single item, 15% off two, and 20% off three — alongside coupons, gifts with purchase and branded merchandise from participating luxury labels.
The launch is the latest in a series of experiential retail formats Nykaa has rolled out under its Luxe vertical, as the company looks to compete for market share in India’s growing premium beauty segment, where consumer discovery is increasingly shaped by social media trends and influencer recommendations rather than traditional advertising.
The Delhi pop-up is open to the public for the remainder of its run at Unity One Elegante Mall.
