According to Alpana Parida, Nykaa didn’t just sell beauty. It cut the distance between models and women. While others sold airbrushed dreams, Nykaa gave real women makeup guides and community. It didn’t preach. It coached. And it changed everything.
From Distant Glamour to Daily Confidence
For years, beauty in India was aspirational and distant, the domain of airbrushed celebrities. “There was a distance between the gaze of the person and this girl who was posing in this very beautiful fashion.” Nykaa cut that distance. It showed everyday women how they could look stunning themselves.
The Rise of the “How-To” Culture
Instead of selling dreams, Nykaa offered tools. “Nykaa showed how to apply it and therefore how to use it.” It wasn’t just about selling a mascara, it was about explaining how and when to use it, and what look it could create. Tutorials replaced ads. Guidance replaced gloss.
Content + Community = Revolution
Nykaa’s strength wasn’t just product range. It was its community-first approach. “Content and community, these were the two major pillars.” Through relatable, local content, Nykaa created not just customers but fans. Its Zoom makeup tips during lockdown were legendary.
Coaching, Not Preaching
In a world where beauty often intimidates, Nykaa became a friend. “They actually talk to the Indian consumer as their friend and as their coach.” It wasn’t about perfect skin, it was about helping people feel seen and confident.
The Result? A New Kind of Star
“They could become stars of their own life.” That’s Nykaa’s legacy: not just democratizing beauty, but making self-expression accessible to millions.
Alpana Parida on Nykaa, Tanishq & Tiivra – How Brands Are Redefining Beauty, Biking & Jewellery in India
Jagged with Jasravee, the Marketing Show 
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