Nykaa partners with YouTube to boost creator-led commerce in India

New Delhi: Nykaa has partnered with YouTube to advance creator-led commerce through the YouTube Shopping Affiliate Programme, marking a significant collaboration in India’s digital retail space. 

The partnership allows creators to tag and recommend Nykaa products directly within their videos, connecting content with instant purchase options for millions of viewers.

As part of this collaboration, YouTube and Nykaa will introduce an incubator programme to discover and support emerging beauty and lifestyle creators in India, helping them grow through content-driven engagement and product integration.

For more than a decade, Nykaa has worked closely with content creators, positioning them as a key part of its brand storytelling and consumer engagement strategy. The company has collaborated with a wide spectrum of creators, from early YouTube tutorial makers to professional artists, fostering a community built on authenticity and trust.

Through this partnership, creators will be able to feature Nykaa’s curated range of products across makeup, skincare, wellness, and luxury segments within their YouTube content. 

The move comes amid a surge in shopping-related watch time on YouTube in India, which has increased by 250% year-on-year, with over 200 million logged-in users searching for shopping-related content.

A Nykaa spokesperson said, “Creators have been the engine behind Nykaa’s marketing and brand strategy, influencing how millions of Indian consumers discover, learn about, and purchase beauty and lifestyle products. Today, over 10,000 creators are part of our Nykaa Affiliate Program (NAP), generating measurable impact for brands and driving content-led commerce at scale. 

Partnering with YouTube Shopping is a natural evolution as it allows us to empower the next generation of creators while connecting with India’s rapidly growing audience for shopping-driven content.”

Gunjan Soni, Managing Director - India, YouTube, added, “The vibrant creator economy on YouTube is harnessing the power of video to make the shopping journey richer and more engaging, with a 250% increase in shopping related watch time over last year. 

By partnering with Nykaa, we are further expanding the monetization opportunity for creators and elevating the shopping experience for our viewers through trusted product discovery.”