In a conversation with FE, Anchit Nayar, executive director and CEO, Nykaa Beauty, shares why the capital was a natural next step, the role of education in Nykaa’s success, and what the future holds for India’s fast-evolving beauty landscape. Edited excerpts:
Nykaaland has returned for its third edition—and this time, it has moved to Delhi-NCR. What drove that decision, and how do you see this region as a key market for Nykaa?
After two successful editions in Mumbai, which together saw nearly 40,000 attendees, it became clear that Nykaaland has evolved into the largest beauty festival of its kind in India and one of the largest globally. Delhi-NCR has always been one of Nykaa’s strongest markets, not just in terms of consumption, but in its cultural influence and creator-driven energy.
The decision to bring Nykaaland here was shaped by the region’s highly engaged customer base, thriving influencer ecosystem, and its role as a key hub for global and Indian brands. For our debut in the capital, we curated over 60 beauty brands, including first-time arrivals like MILK Makeup and TIRTIR, alongside global icons such as Dolce & Gabbana Beauty, YSL, and Carolina Herrera. The lineup mirrors the larger evolution of India’s beauty consumer, from mass adoption to mindful elevation, highlighting a rise in premiumisation across categories.
The festival’s masterclasses feature leading artists like Daniel Bauer, Mehak Oberoi, Namrata Soni, and Meera Sakhrani. How important is education and skill-sharing to Nykaa’s engagement strategy?
Education and skill-sharing have always been foundational to how Nykaa builds trust and community. India’s beauty consumers are increasingly seeking expertise, technique, and credible guidance, and Nykaa plays a unique role as both curator and educator. Our earlier editions hosted global icons such as Mario Dedivanovic (MakeupByMario), Sofia Tilbury, and Patrick Ta, attracting over 8,000 attendees. This year, we’re spotlighting India’s top artists, Namrata Soni, Daniel Bauer, Mehak Oberoi, and Meera Sakhrani, who have shaped modern beauty for Bollywood’s leading faces. Their masterclasses are also being streamed live on Nykaa Play, our immersive beauty content platform, ensuring that audiences nationwide can learn, interact, and participate in real time.
Do you see Nykaaland expanding to other cities or even internationally in the future?
Absolutely. Nykaaland was envisioned as a travelling festival, and it has always been our intention to take it across India, not just to metros but to tier II and tier III cities where beauty discovery and education are growing exponentially. Each city offers a unique consumer lens on beauty, and we’re excited to bring Nykaaland’s immersive format to audiences nationwide in the years ahead.
What’s your long-term vision for Nykaa—and how do you see experiences like Nykaaland contributing to that journey?
Nykaa’s long-term vision is to democratise beauty and lifestyle, bringing the best of global and homegrown brands, expert education, and immersive experiences to every Indian consumer. Nykaaland represents this vision in its most tangible form. It is not just a beauty festival; it’s India’s first lifestyle platform at scale, where beauty converges with fashion, music, food, and self-expression. Today’s consumers no longer see these as separate verticals, they view them as interconnected expressions of identity.
The first two editions of Nykaaland facilitated more than 2 million sampling experiences, supported over 1,800 creators, and generated 6 billion+ impressions, helping brands and consumers engage in meaningful, sensory-led ways. For brands, it’s a high-intent environment where storytelling meets trial. For consumers, it’s a playground of discovery and connection. And for Nykaa, it’s a powerful expression of what we stand for, leading the conversation around beauty from online to offline, and from transaction to transformation.
How do you see the Indian beauty and personal care market evolving over the next five years—and where does Nykaa fit in that landscape?
Today’s consumers are informed, ingredient-conscious, and aspirational, demanding efficacy, authenticity, and experience. Global beauty majors like La Roche-Posay, CHANEL Beauty and Fragrances, Armani Beauty, Supergoop, Anua, and Aestura have all chosen Nykaa as their launch partner in India, while homegrown brands like Dot & Key, Kay Beauty, and LoveChild by Masaba are becoming national leaders. At the same time, a significant chunk of Nykaa’s business now comes from Tier 2 and 3 cities, signaling that beauty in India is no longer metro -led. Our focus remains on serving this dual opportunity—making global luxury more accessible and empowering Indian brands to scale globally.