Mumbai, 01 October 2026: Nykaa Fashion, one of India’s leading fashion and lifestyle destinations, today announced the expansion of its Hidden Gems proposition with the launch of a dedicated accelerator program designed to identify, nurture and scale high-potential home-grown fashion and lifestyle brands.
Since its inception, Hidden Gems has been an integral part of Nykaa Fashion’s offering, bringing distinctive designs from home-grown brands to discerning consumers. Building on this, the new program marks a deeper commitment to supporting the next generation of independent founders, D2C innovators and emerging designers, creating a more structured pathway for them to grow their businesses and build lasting brand value.
As India’s fashion landscape evolves, a new generation of home-grown brands is redefining consumer preferences through distinctive design, cultural relevance and contemporary interpretations of Indian craftsmanship. The expanded Hidden Gems program aims to go beyond enabling brand discovery by bringing together consumer reach, strategic support, data-led growth and access to Nykaa Fashion’s wider capabilities.
As an introductory benefit, brands joining the program will receive zero commission for the first six months, enabling them to redirect their early investments towards brand building, inventory and customer acquisition while they establish themselves on the platform.
The program focuses on high-potential home grown brands across Indianwear, Westernwear, jewellery, bags and footwear, with participants gaining access to eight key growth pillars:
- Preferential Visibility: Enhanced visibility across relevant discovery and shopping journeys on Nykaa Fashion.
- Marketing Support: Opportunities to leverage Nykaa’s integrated marketing ecosystem to build awareness and drive customer discovery.
- Exclusive Mentorship Access: Strategic guidance and learning opportunities with senior Nykaa leadership.
- Strategic Account Management: Dedicated support from category experts to identify opportunities and continuously optimise brand performance.
- Monthly Growth Reviews: Regular reviews of consumer and business metrics, with customised action plans to unlock growth.
- Fast-Track Onboarding: A streamlined onboarding process designed to help brands get their collections live faster.
- Simplified Cataloguing: Digital cataloguing support to enable an efficient and seamless go-live experience.
- Growth Financing: Access to working capital solutions and financial partnerships to support inventory expansion and business growth.
Commenting on the program, Abhijeet Dabas, CEO, Nykaa Fashion, said, “India’s home-grown fashion landscape is at an exciting inflection point, with independent brands bringing fresh perspectives, distinctive design and new ideas to the market. As these brands look to scale, access to the right ecosystem, consumer insights and strategic support becomes increasingly important. With Hidden Gems, we aim to go beyond enabling brand discovery to actively supporting the next phase of their growth. By bringing together curated visibility, business mentorship and dedicated growth solutions, we want to help emerging brands build stronger consumer connections and create enduring businesses.”
Brands looking to be part of the Hidden Gems program can click here to apply.
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 60 million customers (as of 30 June 2026) through its online platforms and 324 offline beauty destinations (as of 30 June 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 highperforming 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 Rare Beauty, K18, JudyDoll, Chanel Fragrance and Beauty, SK-II, Nike, H&M, Charlotte Tilbury, Elf Cosmetics, Urban Decay, Birkenstock, 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.
