At Group he will assume the responsibilities of Chief Product Officer, prior to this he served as Head of Product at Trell and Nykaa

In an over three-minute video titled, ‘If your bra were an aunty', Singh highlights various issues women face with their ‘conservative' bra and how Nykd by Nykaa can solve them all. Despite its length, the uniqueness and the humorous quotient makes you watch till the end

Nykaa TV (the video platform for Nykaa) recently grew its YouTube subscriber base to 1 million subscribers

Nykaa's YouTube channel Nykaa TV saw a 120% increase in watch time during this time. Nykaa Network launched weekly challenges and contests to keep the audiences engaged, resulting in a 3X increase in new monthly subscribers

In a most recent case, Nykaa took to influencer marketing to create buzz around the launch of its latest product Clay it Cool mask. The brand collaborated with influencers with a following less than five lakh and was able to garner a reach of more than three million in days from a media value pegged between Rs 5-7 lakh

Content contributes 2.5% to the GMV (gross merchandise volume) of Nykaa, with the average order value of content consumers being 15% higher than non-consumers

On an average 40,000 active weekly users engage on the Nykaa Network. Expert Lives on the platform see traffic of 20,000 users in a span of just two hours. The platform has over 1,00,000 answers to 50,000 questions

In special category awards, Nykaa awarded for ‘Carving out a Niche' while AMFI awarded for ‘Breathing New Life into a Category'

Irani talked about how Nykaa increased its sales through content marketing initiatives, dynamism in the space, trends, her thoughts on the changing consumer behaviour and partnering with external content creators

The online cosmetics and beauty store will celebrate powerful stories of women, brought to life with Netflix's upcoming films Gunjan Saxena: The Kargil Girl, Dolly Kitty Aur Woh Chamakte Sitare and series Masaba Masaba

For the beauty brand, the creation and consumption of content isn't the end game and a much more challenging affair. Not only does it need to complement the brand's commercial interests, but also provide its customers with a brand-agnostic, educational experience of beauty

The film is set against the backdrop of Karva Chauth, and showcases the start of a new tradition, one with a deeper meaning

Madhavi Irani, Chief Content Officer of the online platform, tells BuzzInContent that in three months, over 200,000 subscribers have signed up for the Network where they can be updated with latest beauty trends

Hamsini Shivakumar and Prabhjot Singh Gambhir of Leapfrog Strategy Consulting, write that by blending content creation and cultural significance, Nykaa, Mamaearth, Soultree, Plum have established themselves as key players in the skincare industry

Honasa Consumer had the highest number (15) of non-compliant influencers, followed by Nykaa (11) and Apple (10)

Irani is one of the founding members of Nykaa and has helped the brand define the onsite customer journey, guided selling formats, UGC-powered communities, and omnichannel content strategy. She was also working with “Times Group' in her earlier stint

Hamsini Shivakumar and Kanika Yadav of Leapfrog Strategy Consulting analyse pieces of branded content from Kay Beauty, Nykaa, Mamaearth among others to find out the latest symbols associated with beauty

BuzzInContent has compiled a list of five content-led campaigns created by Nykaa, Johnson's, Titan, Wakefit.co and Netflix India