FSN E-Commerce Ventures Ltd, Nykaa’s parent company, recorded strong growth in FY2025, fueled by its biggest-ever marketing spend of ₹995 crore—12.5% of its net revenue. This investment focused on long-term brand building and customer acquisition across Tier 1, 2, and 3 markets.
Rather than relying on discounts, Nykaa used regional creator partnerships, vernacular content, and multilingual explainers to connect with consumers in smaller towns. Campaigns like ‘Stepification of Beauty’ and ‘Sunscreen Week’ helped raise awareness and boost engagement outside metro cities. Over 9 million new users joined the platform, with Tier 2 and 3 cities contributing significantly.
The brand reported a 24% YoY revenue growth to ₹7,950 crore and consolidated GMV of ₹15,604 crore. Its physical footprint expanded to 237 stores in 79 cities, supported by 44 warehouses and faster delivery options.
Nykaa’s 28,000+ influencer network, NykaaPlay’s 15,000+ shoppable videos, and AI-led search tools further enhanced regional engagement. Meanwhile, the B2B Superstore served 2.76 lakh retailers in Tier 3 cities, with ₹941 crore in GMV.
This marketing push wasn’t just about visibility—it was about inclusive growth, with AI, local relevance, and a robust supply chain bringing beauty access to every corner of India.