Nykaa, India’s leading beauty and lifestyle destination, has announced a strategic multi-year collaboration with OpenAI to develop AI-powered shopping experiences that transform how consumers discover, evaluate, and purchase beauty and fashion products.
As part of the partnership, Nykaa Beauty and Nykaa Fashion will be integrated as connected apps within ChatGPT, enabling users to receive personalized product recommendations, beauty advice, fashion inspiration, and curated shopping suggestions through natural, conversational interactions.
The collaboration marks a significant step toward the evolution of conversational commerce in India, allowing consumers to seamlessly discover products through AI-driven interactions while leveraging Nykaa’s extensive product catalogue, expert curation, and category expertise.
Beyond customer-facing experiences, Nykaa will deploy OpenAI’s technologies across multiple business functions, including marketing, customer support, supply chain, legal, finance, and engineering operations. The company also plans to leverage ChatGPT Enterprise and OpenAI’s coding solutions to enhance productivity, accelerate innovation, and strengthen operational efficiencies across the organization.
The partnership builds on Nykaa’s ongoing investments in technology-led retail innovation. The company has already introduced AI-powered capabilities such as Virtual Try-On, Skin Scan, Ask Nykaa, and personalized recommendation engines to help customers make more informed purchase decisions.
With more than 55 million customers across its digital platforms and a growing omnichannel presence across India, Nykaa sees artificial intelligence as a key enabler of the next phase of retail growth. The company believes AI will play an increasingly important role in personalizing product discovery, improving customer engagement, and simplifying the shopping journey across beauty and fashion categories.
The collaboration also reflects a broader shift within the retail industry, where AI assistants are emerging as powerful discovery and commerce platforms. By bringing its beauty and fashion ecosystem into conversational interfaces, Nykaa aims to create more intuitive, contextual, and personalized shopping experiences for consumers.
About Nykaa
Nykaa is one of India’s leading beauty, fashion, and lifestyle platforms, offering a comprehensive omnichannel experience through its digital properties and retail network. Founded by Falguni Nayar, the company serves millions of consumers through a portfolio of owned brands, partner labels, and curated product offerings across beauty, personal care, wellness, and fashion.
