Nykaa launched 53 stores in 36 cities in 2024

Multi-brand beauty and fashion retail business Nykaa launched 53 brick-and-mortar stores in 36 Indian cities in 2024. K Beauty, gifting, and fast deliveries drove sales during the year along with men’s luxury fragrances, international labels, and late night shopping. 

Nykaa opened new beauty stores in locations including Ajmer, Jabalpur, Rourkela, and Agartala last year as the business continues to expand with an omni-channel approach, Indian Retailer Bureau reported. The business is also continuing to expand the capacity of its online logistics and delivered a lipstick with a 2,854 kilometre journey to Srinagar in Jammu and Kashmir while also increasing its swift deliveries, according to Nykaa’s ‘Trends Report for 2024.’

On its e-commerce store, Nykaa saw a 60% uptick in late night purchases with the most popular products including lipsticks, sheet masks, and face serums. Creative eye makeup and long lasting lipsticks were some of Nykaa’s best selling colour cosmetics and Korean beauty brands saw two and a half times higher performance compared to Nykaa’s platform average as the trend for K Beauty shows no signs of abating in India. Korean skincare brands which proved particularly popular included Laneige, Cosrx, and The Face Shop. 

In its men’s category, Nykaa reported that fragrances from YSL, Dior, Clinique, and Davidoff were high performers and one product from these brands sold on average every 10 minutes. Men also embraced skincare in 2024, according to Nykaa, and premium brands such as Clinique and Kama Ayurveda saw strong sales. 

Nykaa noted that Wednesday was the most popular day for gifting and Valentine’s Day was the business’ most busy gifting occasion. International labels such as Sol de Janeiro and Elf Cosmetics grew at higher rates than the platform’s average and the adoption of complete skincare routines including cleansers, serums, moisturisers, and sunscreens increased by 30%.