Nykaa launches FragTok, a fragrance-focused creator community initiative

New Delhi: Nykaa has introduced FragTok, a content-led initiative centred on fragrance creators.FragTok is structured as a creator community focused on fragrance discovery, content development, and category education.

The programme opens with a nationwide search for creators with an interest in scent storytelling, product knowledge, and cultural narratives. Selected participants will gain exposure to education modules and learning sessions from global fragrance houses, such as Carolina Herrera, Rabanne, Armani Beauty, Ralph Lauren, Azzaro, and Maison Margiela.

The initiative seeks to engage a diverse group of participants, from niche collectors to trend-focused influencers, who will explore perfumery through reviews and content. Selected creators will receive access to product launches, sampling opportunities, and brand-led experiences.

The top 15 participants will form a dedicated creator cohort within Nykaa, with opportunities for brand collaborations and extended content partnerships.

A Nykaa spokesperson said, “At Nykaa, we see fragrance as one of the most personal and fast-evolving categories in beauty, both globally and on the platform. With FragTok, we’re not just responding to this momentum, we’re shaping it. This initiative is about building a passionate community, driving discovery, and making fragrance more accessible through education and storytelling.”

Applications for the programme are open until July 31.