Incorporated in 2012, Nykaa is a consumer technology platform offering a content-driven lifestyle shopping experience in beauty, personal care, and fashion. The company operates through two main verticals, beauty and personal care under Nykaa and apparel and accessories under Nykaa Fashion, offering a wide range of products from thousands of brands along with its own in-house brands. Nykaa follows an omnichannel model, selling through mobile apps, websites, and physical stores across multiple Indian cities, while also manufacturing and selling its own beauty and fashion products through third-party manufacturers.