Nykaa and Snapchat launch Gen Z beauty creator incubator program

New Delhi: Nykaa, in collaboration with Snapchat, has launched the ‘Nykaa Snap Star Beauty Incubator Program,’ an initiative designed to support the next generation of beauty creators in India. 

The program will focus on emerging talent from across the country, offering them tools, guidance, and creative opportunities to develop content in areas such as makeup, skincare, fragrance, and personal care.

The initiative recognises the influence of Gen Z, which constitutes nearly one-third of India’s population and is shaping new trends in beauty consumption and storytelling. According to the 2025 Nykaa X Redseer Beauty Trends Report, this generation is driving a shift towards content-led discovery, ingredient-first awareness, and greater authenticity in brand narratives.

Nykaa described the program as a springboard for creators, providing support from Snapchat’s platform teams alongside the company’s own beauty expertise. 

Participants will form the #NykaaSnapStarSquad, a co-owned intellectual property by Nykaa and Snapchat, which will allow them to create content around Nykaa’s key launches, engage with Nykaaland, and contribute to broader beauty conversations on Snapchat.

A Nykaa spokesperson said, “At Nykaa, we’ve always championed the voices shaping what beauty means in India, and today, no one is reshaping that narrative faster than Gen Z. They’re not just creating trends, they’re building movements. In Snapchat, we’ve found a kindred platform, bold, expressive, and deeply in sync with this generation’s language. 

This incubator is more than a campaign. It’s a launchpad for India’s next wave of beauty storytellers. Together with Snapchat, we’re unlocking new ways to discover, create, and lead – on their terms, in their tone, and through their lens.”

Saket Jha Saurabh, Director and Head of Content & AR Partnerships at Snap, said, “When you look at the data from our Snap BCG Gen Z report, the picture is incredibly clear. India’s beauty and personal care market is a $15-20 billion industry, and Gen Z is the economic engine driving a staggering 44% of it.”

“This influence isn’t just about purchasing; it’s about leading the conversation through creativity and visual communication which is the absolute core of the Snapchat experience. That’s why the Gen Z Beauty Creator Incubator is so significant” he explained. 

He added, “It’s about officially handing the microphone and the camera to this cohort. Nykaa understands the ‘what’ of modern beauty better than anyone, and we provide the ‘how’,  the most authentic canvas for their stories. We are thrilled to partner with them to officially launch the next wave of beauty authorities who will inspire their peers across the country, one Snap at a time.”

The program also provides participants with early access to Nykaa product launches, platform-exclusive content formats, and opportunities to engage in real-time beauty conversations.