Mumbai, 27 February, 2026 – As fragrance gains momentum as one of the most dynamic segments in India’s beauty market, Nykaa, India’s leading specialty beauty and lifestyle company, has launched Nykaa Perfumery, a dedicated fragrance- only retail format designed to deepen consumer engagement with scents. With two stores now operational at Oberoi Mall, Goregaon and Infiniti Mall, Malad, Nykaa Perfumery marks a significant step in the company’s long-term vision to build the fragrance category in India.
Fragrance in India is undergoing a structural shift. Once seen largely as an occasion-led or deodorant-driven category, it is steadily becoming a form of everyday self-expression. Greater exposure to global beauty trends, rising premiumisation, and a young, experimentation-led consumer base are driving higher adoption of fine fragrances across genders. Consumers are increasingly building scent wardrobes, exploring layering, and seeking a deeper understanding of notes and fragrance families.
Globally, fragrance is recognised as the third pillar of a strong specialty beauty ecosystem, and Nykaa has been steadily investing in the category with a long-term lens. In India, where fragrance is still evolving into an everyday habit, the opportunity extends beyond retail into shaping consumer awareness, education, and discovery. Nykaa has been actively building this ecosystem through a series of category-creating initiatives. Its intellectual properties such as the Fragrance Collective, which curates over 350 global and luxury scents, and Nykaa Fragtok, a luxury fragrance creator hunt, are designed to encourage exploration, storytelling, and experimentation. These platforms are helping Indian consumers engage with fragrance in more immersive and informed ways, gradually deepening both appreciation and adoption of the category.
Nykaa Perfumery serves as the retail expression of this larger vision. Designed as an immersive fragrance discovery destination, the format places perfumes at the centre of the experience and encourages customers to slow down, explore, and build a personal connection with scent. Each store spans approximately 800 sq. ft. and is thoughtfully designed with dedicated discovery tables and consultation-led layouts that support guided exploration.
At the core of the in-store journey is Nykaa’s Fragrance Finder, an assisted discovery tool that helps decode consumer preferences and translate them into personalised recommendations. This phygital integration combines technology with human expertise to make fragrance discovery intuitive and confidence-building. Specially trained fragrance advisors guide customers through fragrance families, notes, and scent profiles while introducing them to skin testing and layering rituals. Customers are encouraged to experience how scents evolve and to experiment with combinations that reflect their personality and mood.
Across the two stores, customers can explore a curated mix of over several leading global fragrance brands. The portfolio brings together luxury and cult-favourite houses including CHANEL, Jo Malone, Tom Ford, YSL, Armani, Prada, Valentino, and Maison Margiela, among others. The format also elevates fragrance gifting with bespoke services such as engraving, curated gift sets, and personalised packaging, positioning Nykaa Perfumery as a premium gifting destination.
Nykaa’s offline network continues to be a key lever for growth and premiumisation. In Q3 FY26, Nykaa expanded to 276 beauty stores across 94 cities, adding 11 new stores and entering four new cities. The network is delivering healthy double-digit same-store sales growth, supported by elevated in-store experiences and exclusive brand collaborations. Within this expanding ecosystem, Nykaa Perfumery is already demonstrating strong traction. The format delivers nearly three times the average order value of regular beauty stores as of Q3 FY26. Over 45 percent of GMV as of Q3 FY26 comes from men’s fragrances, much of it incremental, signalling a widening consumer base and growing male participation in the category.
By combining a curated global portfolio, expert-led consultations, and technology-enabled discovery, Nykaa Perfumery is shaping a new chapter for fragrance retail in India – one that is rooted in exploration, education, and sensorial engagement, and aligned with the evolving aspirations of the Indian beauty consumer.
