Nykaa, India’s leading beauty and lifestyle destination, has joined forces with YouTube Shopping to elevate creator-led commerce and nurture the next generation of beauty and lifestyle creators.
Under the collaboration, Nykaa joins the YouTube Shopping Affiliate Program, enabling creators to tag and recommend Nykaa products directly in their videos. This seamless integration allows viewers to discover and shop products instantly while engaging with creator content.
In addition, Nykaa and YouTube will launch a creator incubator program to identify, mentor, and accelerate emerging talent across India, reinforcing the role of authentic voices in the beauty and lifestyle space.
For over a decade, Nykaa has built one of India’s most trusted creator ecosystems, connecting experts, creators, and consumers through content-driven discovery. Today, the Nykaa Affiliate Program (NAP) includes over 10,000 creatorsacross beauty, fashion, and lifestyle, driving measurable impact and commerce at scale.
With shopping-related watch time on YouTube India growing 250% year-on-year and over 200 million logged-in usersengaging in shopping searches, the partnership arrives at a pivotal moment for content-led commerce.
A Nykaa spokesperson said, “Creators are central to how millions discover and shop for beauty and lifestyle products. Partnering with YouTube Shopping empowers the next wave of creators while connecting with India’s growing audience for shopping-driven content.”
Gunjan Soni, Managing Director – India, YouTube, added, “This collaboration expands monetization opportunities for creators while making product discovery more engaging and trustworthy for viewers.”
Through NAP and this partnership, Nykaa continues to blend content, community, and commerce, making it India’s most trusted platform for creators to grow, collaborate, and monetize.
