Nykaa Stages India’s First Beauty Festival
Call it a democratization of beauty.
Over the weekend of Nov. 4 and 5, India’s beauty retail powerhouse Nykaa launched its first experiential event, Nykaaland, at the Royal Western India Turf Club at the Mahalaxmi Racecourse in Mumbai.
More from WWD
Why Milk Makeup's Parent Company Is Facing a Nasdaq Delisting
Coty Raises Revenue Forecast, Cancels Planned Sale of Partial Wella Stake
Black Friday Beauty Deals 2023: Top Early Discounts from Sephora, Ulta, Nordstrom, and More
Organized in conjunction with Bookmyshow Live, an entertainment company, the event drew more than 80 brands, including big global players and local players, mass and premium.
The brands included Estée Lauder, The Ordinary, Bath & Body Works, Victoria’s Secret, MAC Cosmetics, Charlotte Tilbury, Maybelline New York, Nykaa Cosmetics, Sol de Janeiro, Huda Beauty, E.l.f., Lancôme, Fable & Mane, Anomaly, Olaplex, Murad, Benefit Cosmetics and Pat McGrath, among others.
Urban Decay — launched by the L’Oréal International Division in India for the first time — had a strong presence, while some brands brought in Bollywood stars like Kay Beauty, who tapped Katrina Kaif to debut a new eye shadow palette, and Kriti Sanon who unveiled lip balms for her brand Hyphen.
The event drew 15,000 visitors, including 800 influencers and beauty professionals, according to organizers.
The consumer-facing event was well timed, less than 10 days before the festival of Diwali, a big gifting occasion. In a retail market where samples and giveaways are rare, Nykaaland was a sample fest, with more than 100,000 samples distributed, many won by playing interactive games and others given away as simple sharing and education.
Korean brands were also there in strength. Amorepacific showcased Innisfree, Sulwhasoo, Laneige and Etude. “It’s been an invaluable opportunity to connect with our consumers, as well as introduce our products to a fresh audience and beauty enthusiasts,” said Paul Lee, managing director, Amorepacific India.
Local players like Dot & Key, Novology and Wow Skin Science had a great consumer-open spirit, with many brand owners present to share their journey and product stories.
Anchit Nayar, executive director and chief executive officer of Nykaa Beauty, described Nykaaland as an “unprecedented format, shaping the future of beauty and lifestyle experiences in India, to connect with valued consumers all under one roof.”
What prompted brands to share space with competitors?
“Nykaa offers them a platform to retail comfortably together online as well, it was easier for them to come together with us on the ground,” he told WWD.
Nykaa has been growing fast since it launched in 2012, adding retail and e-commerce formats, and partnerships with brands. Revenue for 2022-23 ending March 31 was up 36 percent from the previous year, to reach 51,438 million rupees ($620 million.)
Tagged “beauty’s biggest playground,” consumers who had planned to spend the day at Nykaaland, buying a 850 rupee ($10.20) ticket, said it was “somewhere between a carnival, a mad rush, beauty knowledge and retail therapy!”
Brand owners, on the other hand, were clear.
“The beauty market is expanding, any which way. Here’s one more window into it,” a premium beauty retailer observed.
Best of WWD
