The ‘Snap Star Beauty Incubator Program’ aims to mentor young creators and shape India’s next wave of digital storytellers.
Nykaa, in collaboration with Snapchat, has launched the ‘Nykaa Snap Star Beauty Incubator Program’, a first-of-its-kind initiative designed to support and mentor emerging Gen Z beauty creators across India. The program focuses on fostering creativity, authenticity, and peer-led influence among young voices redefining beauty in the digital space.
The initiative comes at a time when beauty inspiration is shifting from celebrity endorsements to community-driven storytelling. The Nykaa X Redseer Beauty Trends Report 2025 highlights that Gen Z consumers are leading this change, prioritising content-led discovery, ingredient-first awareness, and authentic brand communication.
Selected creators will receive mentorship, creative tools, and opportunities to experiment across categories such as makeup, skincare, fragrance, and personal care. Snapchat will contribute platform support, including Snap Schools, creator guidance, and access to exclusive features, while top performers can “graduate” as official Snap Stars. Participants will also engage in Snapchat-owned events, brand collaborations, and cultural campaigns, forming the #NykaaSnapStarSquad, a co-owned creator community by Nykaa and Snapchat.
A Nykaa spokesperson said, “Gen Z isn’t just creating trends, they’re building movements. Snapchat is a platform that speaks their language. This incubator is more than a campaign – it’s a launchpad for India’s next wave of beauty storytellers.”
Saket Jha Saurabh, director and head – Content & AR Partnerships, Snap Inc., added, “Gen Z drives 44% of India’s $15–20 billion beauty and personal care market. This program hands them the microphone and camera to shape the conversation. Nykaa provides the what; we provide the how – the most authentic canvas for their stories.”
Building on initiatives like Nykaaland and the Yuvaa partnership, the program reinforces Nykaa’s commitment to community, creativity, and nurturing India’s next generation of digital beauty creators.
