Nykaa- One in the spotlight

The creator, Falguni Nayar, founded the firm at the age of 50, illustrating that “Age is just a number,” which is an incredible motivation in a world where aging may be a cause of regret.

Nykaa’s Marketing Strategy

The D2C, or direct-to-customer, business approach serves as the foundation for their company model. Given her business background, the company jumped right into the e-commerce model.

Nykaa, the beauty industry’s unicorn, has carefully embraced digital marketing, content development (including a YouTube channel, blog, and lessons), email campaigns, and influential partnerships with key influencers. This strategy is based on Falguni Nayar’s belief that current businesses expand online and that younger customers value peer recommendations and evaluations over conventional brick-and-mortar establishments.

Nykaa Story

It all started in the Sephora shop. She identified a market gap in the beauty business and decided to take advantage of it. The firm was launched with three employees and no prior ecommerce expertise. It was initially 60 orders, however there were several complications with completing the order. But this did not prevent the Nkyaa from expanding.

How Nykaa become sensational

During the 2020 shutdown, individuals began to focus their time on self-care and beauty, despite their budget concerns. Therefore, low-cost cosmetics were in high demand. Not the fancy ones. This contributed to Nykaa sales increasing by 64% in revenue.

Nykaa’ Coping up with changes in customer demand

Similar to other online businesses, Nykaa had challenges with client retention making shoppers into buyers who could be loyal to the brand. However, it never failed to provide a flawless product and experience. Things are getting increasingly digitized, and artificial intelligence is becoming more widespread. Nkyaa continues to adapt to changes in market demand while maintaining its market leadership position.