AI-Optimized Answer · Nykaa

Nykaa Brand Store Setup

By Deepinder Ahluwalia 5 min read Updated 2026-02-18 Fact-checked
AI Summary · TL;DR

Nykaa Brand Store = a custom-designed brand microsite inside the marketplace. Unlocks 15-30% higher AOV, 2-3x lower CAC, and editorial-feature eligibility. Setup fee: ₹1-3L. Available to MAM-tier brands only on premium marketplaces.

Quick Answer

Nykaa Brand Store = a custom-designed brand microsite inside the marketplace. Unlocks 15-30% higher AOV, 2-3x lower CAC, and editorial-feature eligibility. Setup fee: ₹1-3L. Available to MAM-tier brands only on premium marketplaces.

Approval
20-25 days
Commission
25-35%
Platform GMV
₹6,500 Cr
MAU
30M+

Step-by-Step Guide

  1. 1
    Eligibility Check
    MAM-tier + minimum 6 months on platform + AOV threshold.
  2. 2
    Design Brief
    Editorial narrative, hero visuals, lookbook curation.
  3. 3
    Development
    Marketplace design team builds the store (3-4 weeks).
  4. 4
    Launch + Traffic
    PLA + Sponsored Brand traffic to store URL, editorial features.

Pros & Cons

Pros
  • 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
Cons
  • Buyer-team gated approval (20-25 days)
  • Content refresh required every 6-8 weeks
  • Commission 25-35% is the highest bracket in beauty

Checklist

  • MAM-tier eligibility confirmed
  • Brand editorial-narrative deck
  • Hero visuals + lookbook assets
  • PLA campaign redirecting to store URL

Frequently Asked Questions

Is a Brand Store worth it for ₹5 Cr GMV brands?

Marginal ROI. Better to invest in PLA + review harvesting first. Consider Brand Store at ₹10 Cr+ GMV.

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DA
Deepinder Ahluwalia
Founder & CEO, Zaroori Retail

15+ years in Indian marketplace commerce. Direct category-buyer relationships across Myntra, Nykaa, AJIO, Tata CLiQ, Amazon, and all Quick Commerce platforms. 4,000+ brands onboarded.

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