Nykaa says it has India’s biggest creator army and the numbers are massive

New Delhi: Nykaa claimed it has India’s biggest network of influencers and content creators, positioning creator-led commerce as a key driver of discovery and engagement across its beauty and fashion platforms

Nykaa has sharpened its focus on creator-led commerce, pointing to a network of 100,000-plus influencers and affiliates and more than 2 million pieces of content created in the form of posts, videos and reels. 

In its investor presentation, the company described the creator economy as a key engine for future growth and highlighted partnerships such as Nykaa X YouTube and Nykaa X Snapchat. 

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.

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.

Citing third-party reports, Nykaa said 76% of content consumed on social media was creator content, while 70% of Gen Z spends were based on creator content. 

The company also spotlighted Nykaaland 3.0, which it called its biggest beauty and lifestyle festival yet, debuting in Delhi. It said the event drew 30,000-plus beauty enthusiasts and generated 10,000-plus content pieces from 3,000-plus creators, translating into 190 million-plus reach. 

On the platform side, Nykaa pointed to “Nykaa Beauty Rewind 2025” as a content-led initiative, including shoppable takeovers across Nykaa platforms, city-specific highlights and press coverage, aimed at reaching millions of customers across channels. 

In fashion, Nykaa said its Pink Friday Sale campaign “took over billboards to reels” and delivered 200 million social reach. 

The push comes alongside a higher marketing outlay. Nykaa reported marketing and S&D expenses of Rs 460 crore in Q3FY26, up from Rs 361 crore a year ago, and Rs 1,157 crore for 9MFY26 versus Rs 895 crore in 9MFY25.