Beauty and fashion retailer Nykaa plans to expand its rapid delivery service, Nykaa Now, to more markets after a successful rollout in key metros earlier this year.

“Nykaa Now is live in the metros and has got relatively good traction. We’ve been delivering items in 60 minutes and the service is well beyond the test phase.” Anchit Nayyar, executive director and chief executive officer – beauty e-commerce, FSN E-commerce said during the firm’s post earnings call on Friday.

At the half year mark in FY25, Nykaa had said that it has started to pilot a quick delivery model through which it will deliver some of its product portfolio in 30 minutes to 3 hours from the time of placing the order.

Nayyar clarified that the current rapid delivery model does not rely on Nykaa’s physical retail network. “We want our stores to be destinations and as such, we do not really want to use them as warehouses,” he said.

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He caveated the claim by adding that the platform does have the technology to source e-commerce orders through its physical store network, but uses it only in some cases when hyperlocal delivery of luxury products is required.

Nayyar had earlier also specified that not all products on Nykaa’s e-commerce platform may be available for quick delivery. For example, if a consumer wants to buy a foundation, he had explained, there are 30 shades that suit the Indian skin and such products usually are more deliberate purchases.

Despite that, two quarters after its metro launch, Nykaa Now has seen broader demand than initially expected. “The assortment of beauty and personal care products we have on the platform is bigger than any other platform in the rapid delivery space, which also works to our advantage,” Nayyar said.

In addition to its quick-commerce push, Nykaa is also working to reduce fulfilment times for regular e-commerce orders. The company aims to enable one-day delivery across as many pin codes as possible. To support this, it has been investing significantly in its logistics infrastructure—shifting from third-party logistics providers (3PLs) to owned warehouses. In FY25, 23% of its total ₹128 crore capex was allocated to warehousing.