Mumbai, 16 June 2026: Nykaa, India’s leading beauty and lifestyle company, today announced a strategic collaboration with OpenAI to develop more intuitive and personalized ways for consumers to discover and shop for beauty and fashion.
Nykaa listed its beauty and fashion experiences as connected apps on the ChatGPT platform and is working with OpenAI to shape the future of lifestyle shopping within ChatGPT’s emerging agentic commerce protocol, while deploying OpenAI’s frontier capabilities across its own platform and operations. The collaboration is structured to be executed through phased milestones over the multi-year term.
Nykaa on ChatGPT: distribution into the world’s largest AI assistant
- Connected apps on the ChatGPT platform. Nykaa Beauty and Nykaa Fashion are now available as connected apps inside ChatGPT, giving all ChatGPT users in the country direct, in-conversation access to Nykaa’s catalogue, expertise, and curation. When a user asks ChatGPT for skincare for sensitive skin, an outfit for a wedding, or a fragrance recommendation, Nykaa becomes the trusted destination that fulfills the answer.
- Shaping the agentic commerce protocol. Nykaa will collaborate with OpenAI to define how lifestyle shopping works inside ChatGPT’s emerging agentic commerce protocol.
- A new distribution channel for Indian and global brands. Through Nykaa’s presence on ChatGPT, House of Nykaa labels and the hundreds of partner brands on the platform gain a new, AI-native route to consumers.
OpenAI inside Nykaa: frontier intelligence across the stack
- AI-native consumer experiences on Nykaa. Nykaa will integrate OpenAI’s frontier models to enhance consumer experience journeys on its own platforms.
- Enterprise productivity at scale. ChatGPT Enterprise and Codex is being deployed across the company as an AI super-assistant for every Nykaa employee’s workday – embedded into marketing, customer support, legal, finance, supply chain, and operations.
- Engineering velocity. Nykaa engineering teams will adopt OpenAI’s frontier AI coding agent Codex to accelerate the shipping cadence of new AI-led features
Rajesh Uppalapati, CPTO, Nykaa, said: “We have a clear view of where commerce is going, and we are choosing to build it with the people best positioned to build it with us. Search-and-scroll shopping is a transitional technology. The future is conversational, agentic, and deeply personal — and that future is being built right now on both sides of this partnership. Nykaa brings a decade of depth in how beauty and fashion are actually bought and sold. OpenAI brings frontier intelligence and the agentic surface where the next billion shopping decisions will begin. Together we intend to define what AI-native commerce looks like in our category — globally, and from India.”
Nitin Bwankule, Head of Enterprise Sales – India, OpenAI, said, “AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs, preferences and context matter enormously. Nykaa has built deep expertise in serving Indian consumers and a strong track record of using technology to improve the shopping experience. We look forward to working with Nykaa as they deploy OpenAI’s technology to create more useful experiences for its customers and teams.”
The Next Chapter in Nykaa’s AI Journey
Long before AI became a defining force in commerce, Nykaa was investing in intelligent experiences designed to make beauty and fashion discovery more personalized, intuitive, and effective. From Skin Scan, which brings computer vision-led diagnostics into the shopping journey, to Virtual Try-On, which transforms product evaluation through immersive experiences, Nykaa has consistently expanded the role of technology in commerce. Its AskNykaa is reimagining discovery through conversational, intent-driven interactions, while AI Fashion Stylist extends this intelligence into fashion, helping consumers navigate inspiration, styling, and purchase decisions through a more personalized and intuitive experience. Together, these capabilities reflect Nykaa’s long-standing commitment to building intelligent commerce experiences that simplify decision-making, reduce friction, and shape the future of beauty and fashion retail.
ABOUT NYKAA:
Nykaa’s vision is to bring inspiration and joy to people everywhere, every day. Born from a desire to make beauty a mainstream choice, the Nykaa journey began in 2012 as a digital-first, consumer-tech beauty company. Falguni Nayar’s entrepreneurial leap with Nykaa tapped into an underserved beauty retail market, disrupting the ecosystem and putting India in the global spotlight. Today, Nykaa has expanded its offerings to include fashion and B2B, launching platforms such as Nykaa Fashion, Nykaa Man, and Nykaa Superstore. Nykaa has also expanded into the Middle East through its omnichannel beauty offering ‘Nysaa’.
Over the years, Nykaa has steadily captured the hearts of consumers, serving over 55 million customers (as of 31 March 2026) through its online platforms and 331 offline beauty destinations (as of 31 March 2026), while building loyal communities through engaging and educative content.
House of Nykaa – Nykaa continues to build its house of brands with a sharp focus on innovation and consumer delight. Nykaa Cosmetics, Dot & Key, Kay Beauty, Nykaa Collections, Nykaa Wanderlust, Nykaa Perfumes, Earth Rhythm alongside celebrated fashion labels such as Nykd by Nykaa, KICA, 20 Dresses, RSVP, and Gajra Gang, have become household names, consistently delivering inspiration and high-performing products to consumers.
Nykaa’s unwavering commitment to authenticity and customer-centricity has cemented its position as the retailer of choice for international brands looking to enter the Indian market. With Nykaa’s Global Store, a gateway to some of the world’s most coveted brands, the company harnesses its powerful supply chain and marketing expertise to create a flawless shopping experience. Trusted by renowned global names like Chanel Fragrance and Beauty, SK-II, Nike, H&M, Charlotte Tilbury, Elf Cosmetics, Urban Decay, Foot Locker, Revolve, and Cider, Nykaa has empowered these iconic brands to connect with Indian consumers and make a lasting impact in the market.
Nykaa has been recognized with prestigious accolades, including a place in the TIME100 Most Influential Companies List and the Isidoro Alvarez Lifetime Achievement Medal at the World Retail Congress in Barcelona. Falguni Nayar, Founder and CEO, has also won personal honours such as EY Entrepreneur of the Year and Power Businesswoman by Forbes Asia.
