Nykaa has struck a multi-year partnership with OpenAI to bring its beauty and fashion catalogue into ChatGPT – a move that shifts the consumer journey from app-based browsing to AI-driven conversation.
Under the deal, Nykaa Beauty and Nykaa Fashion storefronts will function as connected apps within ChatGPT, powered by OpenAI’s Agentic Commerce Protocol. Users can ask for skincare recommendations or outfit ideas and receive personalised product suggestions from Nykaa’s catalogue – without ever leaving the chat interface.
The integration positions Nykaa’s private labels and partner brands inside one of the world’s most widely used AI platforms, opening a new channel for customer acquisition at a time when traditional e-commerce funnels are under pressure.
The partnership doesn’t stop at the storefront. Nykaa plans to deploy OpenAI models across internal functions – marketing, customer support, legal, finance, supply chain, and engineering – signalling a company-wide AI transformation rather than a surface-level integration.
The tie-up builds on Nykaa’s existing AI investments, including virtual try-ons, skin analysis tools, and conversational assistants. Financial terms remain undisclosed, with rollout planned across phased milestones.
With over 55 million online customers and 300-plus physical stores, Nykaa is using this partnership to extend its omnichannel reach into the spaces where consumers increasingly spend their attention. As AI platforms become the new storefronts, Nykaa’s bet is clear: the next purchase begins with a question, not a search bar.
