How Did Nykaa Change The Indian Beauty Market
Long gone are the days when you had to ask your friends or family to bring or send makeup or skincare products from abroad. And lets not talk about customs.
It needs no further introduction. From a company which started with an online store selling just skincare and makeup products to offline stores and venturing in other segments, more on that later.
Lets talk how Nkyaa has taken over the Indian e-commerce market.
Founded in 2012 by Falguni Nayyar in Mumbai. What started just an online store has now grown massively. Nykaa has started pursing an omni-channel approach taking its offline store count to more than 55+ stores. The first brick and motor store opened in 2015 in Delhi. It has expanded to more than 20 Indian cities including Mumbai, Jalandhar, Bengaluru and Bhubaneswar among others.
The need to be an Omnichannel Retailer
They realised that in the beauty category it becomes important for the customer to be able to try the products before they buy it. Be it products like- blushes, foundations or even lipsticks people want to see what looks best on them.
Nykaa Stores
They 3 kinds of stores-
1- Nykaa Luxe — Which sells luxury and premium brands like- Huda beauty, Dior, Estee Lauder, Charolette Tillbury, to name a few.
2- Nykaa On Trend — Which is limited to trending and fashionable brands.
3- Kiosks
Though the only disadvantage was that online store can catalogue more products than in a physical store where the space is limited.
How Nykaa understood its customer base?
Apart from the products which where already in the Indian marketone of the smartest moves by nykaa was to starting to sell international products at reasonable price online. You no longer needed to ask some to bring those products for you or buy it from a reseller in much higher prices. It has created such an image that when internationally famous brands like Huda Beauty and Charloette Tillbury wanted to enter the Indian Market they choose Nykaa as the reseller. And this was a very smart move on their behalf to introduce international brands.
Be it grooming products, skincare, haircare, makeup, etc. Its available on nykaa and the best part about it is you are able to choose what you want from there wide variety of products.
And lets not forget about the nykaa sales and offers on special occasions. Plus there Pink Friday Sales. So most of the time when you order something you get it in a great price or there are offers when you end up buying more to get that free product.
Oh before I forget Nykaa recently started to give you a surprise birthday gift when you place an order during your birthday month.
And seeing the potential of skincare and makeup products in India. Nykaa launched its own beauty and skincare line which is available on their website.
It started its own social media account where renowned makeup artists and influencers started promoting their products. While also teaching people how to use the product.
While nykaa sells unisex products it started a separate website for its male consumers called Nykaa Man.
No just this, Nykaa also stepped into a bigger vertical of fashion. And started Nykaa Fashion, which has highstreet, designer labels and accessiories.
And as Nykaa has the data about from which cities more traffic is coming on their website. They know which cities have more density of their customers and it reduces the risk.
I am planning to do a publish Case Studies on more brands and talk about what worked from them and what didn’t. This article was just a part of that which just scratched the surface.
