Nykaa Advertising Guide (2026)
Nykaa ads: Sponsored Products, Brand Store, Search + Category ads, Video. Target ROAS: 2.5-4x. PLA (Product Listing Ads) drives 60-70% of paid GMV. Sponsored Brand builds top-of-funnel. Refresh creatives every 6-8 weeks.
Quick Answer
Nykaa ads: Sponsored Products, Brand Store, Search + Category ads, Video. Target ROAS: 2.5-4x. PLA (Product Listing Ads) drives 60-70% of paid GMV. Sponsored Brand builds top-of-funnel. Refresh creatives every 6-8 weeks.
Step-by-Step Guide
- 1PLA SetupLaunch top-10 SKUs first, keyword-broad targeting, ₹500 daily bid start
- 2Sponsored BrandVideo + custom banner, drive branded search
- 3Display / DSPRetargeting + look-alike audiences (Amazon DSP only)
- 4OptimizationWeekly review, pause low-ROAS keywords, scale winners 2x/week
Pros & Cons
- India's dedicated beauty leader with 28% repeat-purchase
- Curated buyer team ensures premium shelf placement
- Lowest RTO in industry (8-12%)
- Pink Pass discount funding + editorial velocity
- Buyer-team gated approval (20-25 days)
- Content refresh required every 6-8 weeks
- Commission 25-35% is the highest bracket in beauty
Checklist
- GST certificate + PAN + Business KYC
- Brand trademark (Class 25 fashion / CDSCO cosmetics / FSSAI F&B)
- 20+ SKUs with marketplace-spec studio photography
- Nykaa category-buyer pitch deck (agency template)
- Size chart PDFs + care instructions + compliance labels
- PLA budget commitment (₹1L+ month 1, scaling with GMV)
- Settlement cycle plotted (T+15 days) against working capital
- Sale event registration for next scheduled window
Frequently Asked Questions
Which Nykaa ad type has best ROAS?
PLA on branded/mid-funnel keywords typically delivers 3-4x ROAS. Sponsored Brand tends to be lower ROAS but higher LTV/brand lift.
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