Brand 2017

India’s #1 Beauty
Focussed Platform
Our Mission
Nykaa rests on three ideals - curation,
information and personalisation

We bring together the best offering, to help our

customers make the right choice for their holistic
beauty needs every step of the way
 Who Are We
Brand Custodians

Authentic Products Customer Centric

Inventory Led Trend Setters

What Defines Us?
Rich Content
An informative and engaging online platform
for beauty enthusiasts

Buying Experience
A guided buying experience for the beauty
shopper

Strong Community
A coveted community of beauty experts and
influencers in India

Omni Channel
Customers need various touch points before
they make a purchase. We provide a seamless
shopping experience across all channels
 The
E-commerce
Market In India
 E-commerce: Ever Growing
INDIAN E-COMMERCE E-COMMERCE USERS INDIAN BEAUTY AND
MARKET (IN MN) HYGIENE MARKET
(USD BN) (USD BN)
Industry
119 Female 17
expected to
Male grow at
11% CAGR
Industry 200 2015-2025
expected to
grow at 38% 3.8X
CAGR 2015- 450 10
2025
53
1.5x
298
23

2015 2020 2015 2020 2015 2020

Growth will be driven by Beauty and hygiene is one

E-commerce market will be of the fastest growing
driven by increasing internet women consumers- share
of women in contribution sectors in India- 5 year
penetration and affordability CAGR is expected to
of smart phones to revenues will rise from
5% to 48% exceed GDP growth

Source: 2015 estimate based on Assocham data and projections based on Morgan Stanley report ), Bain Google study(IBHA)
Scope For Niche Play In Beauty
ONLINE BEAUTY MARKET ONLINE PENETRATION
(PROJECTIONS FOR 2020)
6%
Retail market 20% Beauty and
USD 17 BN BEAUTY AND in India hygiene
projected at market will
HYGIENE MARKET IN INDA USD 1200 bn be US 17
bn

USD 11 BN WILL BE DIGITALLY

INFLUENCED
Beauty and
Retail
Hygiene

The retail market online will be USD 72

USD 3.4 BN ONLINE SALES bn in 2020. Beauty and hygiene market
will be 5% of total online market
Beauty and Hygiene is expected to be one Source: Bain Google study(IBHA)
of the major segments that will witness
higher penetration online With 9 stores across India we’re now an
omni channel brand. By March 2018 we’ll
Source: Bain Google study(IBHA) have 16 stores across India
The Nykaa Story
 Aug 2016 Aug 2017 Aug 2018
(Estimate) Nykaa Growth
Nykaa stores growth
Monthly 120,000 400,000 700,000
Orders

Catalog 40,000 75,000 95,000

SKUs SKUs SKUs

Catalog 500 850 950

Brands Brands Brands
2018 2019 2020 2021 2022

Luxury 1% 14% 18% Nykaa E-commerce growth

Market
Share

3 x i n c r e a s e i n m o n t h ly o r d e r s

S t r o n g g r ow t h i n l u x u r y
Nykaa Dashboard

16 Million+ 8 Mins 4 Million

Monthly Visitors Avg Time Spent App Downloads
On Nykaa.com Per User

3.9 Million 60% 120 K

Customer Monthly Repeat Monthly New
Database Consumers Consumers

45 Million+ 850+ 500 +

Monthly Social Brands Strong Team
Reach
Order Status
400,000 6 4
Orders Per Orders Per Products Per
Month Min Basket

24 1500
Products Per Avg Order
Min Value

8 Orders A Year
From Repeat Customers
 Business Construct
69%

1%
0%

2% 5%
2%
47%
13% Make Up
Skin
Hair
Appliances
50% Personal Care
Fragrance
Mom & Baby 23%
Wellness
18%
29%

8%

Make up Skin Hair Personal Other

Care
Sales by Category Category share by total orders
Cart reach
 Pan India Reach
NCR
20% NCR
Mumbai
Bangalore
Others Kolkata
46% Mumbai
11% Hyderabad
Chennai Pune
3% Pune
Chennai
Kolkata3%Bangalore
5% 8% Others
Hyderabad
4%

Sales by Geography

Nykaa currently serves out of 4 warehouses

Nykaa dispatches close to 15,000 packets a day
5% growth in share of revenue over the last year from non metro cities due to
increased reach in these areas
Multi Platform Strength

Android 46%
iOS 20%
Desktop 17% Mobile 17%
Our Luxe Business

14%Revenue
2300
Avg Order
Contribution Value

45+ 30%
From Non
Brands
Metro Cities
 We Sell Beauty To All
ADVICE SEEKERS MULTI TASKERS
19-25 years olds 27-45 years old

Needs all the advice she can get Too much to do, too little time

Reads blogs, comfortable with technology and Confident working woman, knows what she
shops online wants

Values Nykaa social community and advice Values Nykaa for ease of shopping

BEAUTY AFICIANDOS BRAND SEEKER

25-45 years old 25-45 years old

Extremely style and beauty conscious Incredibly stylish and brand conscious

Spends time on site browsing new Travels frequently and exposed to international
brands/products. brands

Values Nykaa for premium brands and Values Nykaa for wide range of premium and
product offering prestige brands
 Nykaa-
A 360 Degree
Beauty Experience
Omni Website &
App
Social
Using signature content and
branding to deliver real time

Channel
content for the beauty
Combining the latest trends consumer
from the beauty world with
new business ideas

Footprint Video
Inspiring original visual
narratives best suited for
On-ground
In store activations with Nykaa
Luxe properties & other
storytelling engagement events
Website & App
Buying Assistance Tools
We’re constantly optimising our website to provide a customized
consumer experience

Try it On
A beauty tool which lets customers try on different shades in our makeup range.
Options for different skin types are also available in this tool

Personalized widget
A personal tool for every shopper to save recently viewed products

Video on product pages

Informative videos on product pages to help customers better understand the
product

Get the look widget

A tool which lets shoppers buy products based on a look they like

Routine finder
A tool which recommends personalised products as per your daily routine
Website & App
Recommendations
Educate the customers about their products to help them make informed decisions
WEB ENGAGE SUBSCRIPTION/
Reach a highly relevant customer REPLENISHMENT
base with an on-site communication Encourage repeat customers through
tool which is done using real time replenishment emails or our
targeting subscribe and save feature

Helps upsell/ cross sell Helps increase customer loyalty and

cross sell/ upsell products

APP NOTIFICATIONS SAMPLING

An effective tool for targeting certain Acquire new customers through
customers based on past behavior different sampling initiatives such as
and preferences. Can be used to pick and mix. Our beauty box also
acquire new customers helps brands reach a relevant
audience
Helps cross sell and test discount
strategies Helps customers discover new
products and test them before
making a big purchase
Social
3M+
Beauty Shoppers
Talking Beauty

2M+ 335K+

20K+ 147K+
Social Highly Engaged

45Million+ Monthly Reach

10Million+ Monthly Engagement

200K+ Daily Conversations

Most engaged beauty brand on

Instagram in India
Video An Inspiring Video Channel
An extensive video database

We produce

45+
Monthly Videos

Our videos reach out to a wide audience

14Million+
Monthly Video Views
Influencers
Think,
Learn,
Collaborate
Network of makeup artists,
fashion and beauty bloggers
and mini celebrities

60+ influencers
10Million+ reach
On-ground
Nykaa Store Experience
2 store formats
Luxe On Trend
• Best of luxury and • Deliver 1000 ‘on trend’
prestige brands products across 100
brands, curated based on
• Large stores in affluent online bestsellers.
neighbourhoods
• Smaller stores with metro,
tier -1,2&3 presence
• Brand-wise displays

• Try and buy format

With 9 stores across India we’re now an omni channel brand

By March 2018 we’ll have 16 stores across India
On-ground
Find Us Across India
Luxe Stores On Trend Stores Coming Soon
Nykaa Luxe Nykaa Luxe Nykaa On Trend DLF Chanakyapuri,
Mumbai T2 Airport Khan Market Mall of Amritsar Delhi
Launch : June ‘16 Launch : May ‘17 Launch : Sept ‘17
L&T Hyderabad,
Nykaa Luxe Nykaa Luxe Nykaa On Trend Panjagutta
Infiniti, Andheri T3 Airport Delhi Logix Mall, Noida
Launch : May ‘14 Launch : Aug ‘17 TI Mall, Indore
Launch : July ‘16

Nykaa Luxe Nykaa On Trend High Street Phoenix,

Nykaa Luxe
Lower Parel
Westend Mall, Pune VR Mall, Bengaluru Phoenix Mall, Kurla
Launch : Sept ‘17 Launch : July ‘16 Launch : Oct ‘17
Seawoods, Navi Mumbai

Phoenix Market City

Chennai

Mantri Square Mall,

Bengaluru
On-ground
Nykaa Beauty Bar
A collaborative event every quarter

Invite only event in different cities hosted

at a top notch venue

Hair, Nails, Make up & skincare

Live makeovers and consultations

Pre designed makeovers and consultations

engage brands with users & lead to
awareness, likeability, recall & loyalty
 We Reward Loyalty
Everyone gets rewards on purchasing on Nykaa.
Customers who spend more than Rs.5000 in the calendar year become part
of the Nykaa Privé programme
 Nykaa Femina Beauty Awards
Celebrity led event with product awards for excellence in beauty
Pre event buzz created by celebrities who received Nykaa Hamper

34 categories and 60k consumer votes at NFBA 2017

500 distinguished guests including movie stars, socialites, industry honchos at

NFBA 2017

Pre Event Promotions During Event Promotions Post Event Promotions

Billboards Contests Print coverage Digital coverage

Live Event – Event Day on FB

#NFBA2017
Radio coverage across trended in India at Live Event Engagement on
Mumbai, Delhi and No.4 for 4 hours on FB by Femina
Improvised Print Ads Bangalore Post Event – Celeb looks Decoded
5th Feb,2017
Nykaa
As
A
Brand
Partner
 Advertising Services
We deliver awareness with reach and engagement. For brands that are looking for pure
business metrics, we can deliver specific targeting and tools to drive revenue.

Website Placement Data Packages

Measure the right metrics
The largest beauty platform to run targeted
ads to increase online sales
Customer Surveys
Social Marketing Brand equity study, concept testing,
know your customer
Build your brand presence with Nykaa and Increase visibility
our influencer network by targeting the and drive more
relevant audience and reaching potential sales with our Sampling
new customers advertising packages Reach a new, interested audience
with our sampling packages

Email Marketing
Fully integrated email strategies to attract
more customers
Awards
The Most Innovative E-Commerce Company at eTales Awards
2015

2016 Elle Beauty Awards – Nykaa Pastel Nail Enamels

2017 40th rank in Yourstory’s ranking of 100 startups with gravity defying momentum

2017 Vogue Beauty Awards - Beauty Trailblazer Award to Falguni Nayar

2017 ET Start Up Awards for Women Ahead – Falguni Nayar

2017 Vogue Beauty Awards – Best of Makeup in Eyeliner

2017 Vogue Beauty Awards – Best of Makeup in Nail Paint

In The News

Business Line Economic Times LiveMint

We Look Forward To
Partnering With You