To further strengthen customer trust and convert fence-sitters, the ecommerce platform launched its first physical store in Mumbai in 2017. “…when these D2C brands go to an online beauty platform, they have the ability to pay higher commission fees to the online beauty retailer. Nykaa Beauty has around six million followers while Nykaa Fashion has over one million followers across Facebook, YouTube and Instagram. In 2018, Nykaa launched Nykaa Network, an interactive beauty platform where subscribers can chat with other beauty enthusiasts and exchange advice/tips. Its new vertical Nykaa Fashion is also largely marketed online while competing with ecommerce platforms such as Flipkart Fashion, Amazon Fashion, and Myntra.

Source: Forbes October 29, 2021 15:01 UTC