Nykaaland 4.0, the beauty festival co-produced by Nykaa and BookMyShow Live, drew over 30,000 attendees during its three-day run at the NSIC Exhibition Grounds, Okhla, Delhi, from October 23 to 25. The fourth edition brought together more than 65 Indian and international beauty brands, alongside experts, creators and consumers.
The line-up included Rare Beauty, Huda Beauty, Kayali, ISDIN, Kay Beauty and Nykaa Cosmetics, while the K-beauty section featured Laneige, Beauty of Joseon and TONYMOLY. Over 10 expert-led workshops and masterclasses covered bridal beauty, makeup and skincare, with Namrata Soni, Daniel Bauer, Reva Goswami, Guneet Virdi and Komal Gulati among the participants. Live performances by Bombay Rockers, Gurnazar and Sukhbir, a food zone and the Nykaaland Store rounded out the experience.
Brand activations brought celebrities and creators onto the floor, with Swiss Beauty featuring Taapsee Pannu, Mamonde bringing Nitanshi Goel, and Dot & Key hosting Shanaya Kapoor, Aditya Roy Kapur, Varun Sood and Apoorva Makhija. The edition also included collaborations with Starbucks and YouTube.
Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said the response reflects a growing consumer appetite for experiences that go beyond products to combine discovery, expertise and community. Naman Pugalia, Chief Business Officer, Live Events, BookMyShow, added that the festival shows how experiential IPs can merge beauty, culture and entertainment into one immersive consumer journey.
