Mumbai: In a move that could redefine India’s digital commerce landscape, Nykaa, the country’s leading beauty and lifestyle destination, has partnered with YouTube Shopping to elevate creator-led commerce.
As part of the collaboration, YouTube has added Nykaa to its YouTube Shopping Affiliate Program, allowing creators to tag and recommend Nykaa products directly in their videos — seamlessly connecting inspiration with instant purchase for millions of viewers.
In addition, YouTube and Nykaa will jointly launch a special incubator program to discover, enable, and accelerate emerging beauty and lifestyle creators in India.
For over a decade, Nykaa has built one of India’s most trusted beauty communities — bringing together creators, experts, and consumers through authentic storytelling and shared discovery. Long before the term “creator economy” gained traction, Nykaa had already recognized the power of authentic voices, making creators central to its marketing and brand strategy.
Now, this partnership marks the next evolution of that journey — enabling creators to tag and recommend Nykaa’s curated range across makeup, skincare, wellness, and luxury categories directly within their YouTube content.
The collaboration comes at a pivotal time. Shopping-related watch time on YouTube in India has surged 250% year-on-year, with more than 200 million logged-in users engaging in shopping-related searches — signaling a major opportunity at the intersection of content and commerce.
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.”
Nykaa Affiliate Program (NAP): India’s Largest and Most Trusted Creator Network
At the heart of Nykaa’s creator ecosystem is the Nykaa Affiliate Program (NAP) — a network of over 10,000 creators across beauty, fashion, and lifestyle, enabling them to build meaningful businesses through content-led commerce.
Among its top creators are renowned MUAs Meera Sakhrani and Mehak Oberoi, alongside OG beauty influencers Malvika Sitlani, Tarini Peshawaria, Aditi Shrestha, and Sarah Sarosh, who have been instrumental in shaping India’s digital beauty landscape.
NAP also organizes city-based onboarding and community events in Pune, Kolkata, Jaipur, Hyderabad, Chandigarh, Surat, and Lucknow, attracting over 3,000 registrations and 800 attendees to date — offering creators opportunities to upskill, network, and engage directly with Nykaa experts and partner brands.
Through this ecosystem, Nykaa has built a powerful foundation where creators, content, and commerce converge — making it India’s most trusted platform for creators to grow, collaborate, and monetize.
