Nykaa has announced a multi-year strategic collaboration with OpenAI to redefine how consumers discover and shop for beauty and fashion. The partnership will integrate Nykaa’s expertise in retail with OpenAI’s frontier AI capabilities, creating conversational, personalized shopping experiences both inside ChatGPT and on Nykaa’s own platforms.
Nykaa on ChatGPT
Connected apps: Nykaa Beauty and Nykaa Fashion are now available as connected apps within ChatGPT, giving users direct access to Nykaa’s catalogue and curated expertise.
Agentic commerce protocol: Nykaa will work with OpenAI to shape the emerging agentic commerce protocol, defining how lifestyle shopping unfolds in conversational AI environments.
New distribution channel: This integration provides Indian and global brands on Nykaa’s platform with an AI-native route to consumers, expanding reach through ChatGPT’s ecosystem.
OpenAI inside Nykaa
AI-Native consumer experiences: Nykaa will embed OpenAI’s frontier models to enhance personalization and discovery journeys on its own platforms.
Enterprise productivity: Tools like ChatGPT Enterprise and Codex will be deployed across Nykaa’s operations — from marketing and customer support to finance and supply chain — acting as AI super-assistants for employees.
Engineering velocity: Nykaa’s engineering teams will leverage Codex to accelerate development of new AI-led features.
Rajesh Uppalapati, CPTO of Nykaa, said: “Search-and-scroll shopping is a transitional technology. The future is conversational, agentic, and deeply personal — and that future is being built right now on both sides of this partnership.”
Nitin Bwankule, head of enterprise sales – India at OpenAI, added: “AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs and context matter enormously. Nykaa has built deep expertise in serving Indian consumers, and we look forward to working together to create more useful experiences.”
Nykaa has long invested in intelligent commerce, from Skin Scan diagnostics and Virtual Try-On experiences to AskNykaa conversational discovery and an AI Fashion Stylist. This collaboration with OpenAI builds on that foundation, positioning Nykaa at the forefront of AI-native retail innovation.
