In a category-defining collaboration, Nykaa, India’s leading beauty and lifestyle destination, and Snapchat, the go-to visual messaging platform for Gen Z and young India, have announced the launch of the ‘Nykaa Snap Star Beauty Incubator Program’, the country’s first Gen Z Beauty Creator Incubator initiative.
The program marks a new model of influence, one where beauty inspiration flows peer-to-peer instead of top-down. With nearly one-third of India’s population belonging to Gen Z, their digital choices and creative expression are transforming how beauty is discovered, discussed, and consumed. According to the 2025 Nykaa X Redseer Beauty Trends Report, Gen Z is driving a cultural shift towards content-led discovery, ingredient-first awareness, and authenticity in brand storytelling.
The Nykaa Snap Star Gen Z Beauty Creator Incubator is built as a springboard for this new generation. A curated group of emerging creators from across India will be mentored through platform guidance from Snapchat and beauty expertise from Nykaa. These creators will receive access to creative tools and opportunities to develop standout content across makeup, skincare, fragrance, and personal care. Their work will reflect where beauty culture is headed — from experimenting with new product drops to setting everyday beauty trends.
What differentiates this incubator is the exclusive support offered by Snapchat:
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Access to Snap Schools and mentorship from Snap’s creator and platform teams.
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A pathway for top performers to 'graduate' as official Snap Stars, a coveted global creator status.
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Invitations to Snapchat’s owned events
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Opportunities for brand collaborations facilitated by Snapchat.
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Participation in cultural moment campaigns that amplify creator voices
All participants will become part of the #NykaaSnapStarSquad, a co-owned IP by Nykaa and Snapchat. The squad will produce content around Nykaa’s key launches, attend Nykaaland, and lead beauty conversations on Snapchat, extending their reach and influence.
Snapchat India has become a cultural playground for Gen Zs, blending Augmented Reality with authentic self-expression. Its tools — from Lenses to Bitmojis — empower users to tell visual stories in ways that feel native to their identity. Through this partnership, Nykaa’s expertise in beauty meets Snap’s storytelling ecosystem, creating a space where young creators don’t just consume content but actively shape it.
A Nykaa spokesperson said, “At Nykaa, we’ve always championed the voices shaping what beauty means in India, and today, no one is reshaping that narrative faster than Gen Z. They’re not just creating trends, they’re building movements. In Snapchat, we’ve found a kindred platform, bold, expressive, and deeply in sync with this generation’s language. This incubator is more than a campaign. It’s a launchpad for India’s next wave of beauty storytellers. Together with Snapchat, we’re unlocking new ways to discover, create, and lead — on their terms, in their tone, and through their lens.”
Saket Jha Saurabh, Director and Head – Content & AR Partnerships, Snap Inc., added, “When you look at the data from our Snap BCG Gen Z report, the picture is incredibly clear. India’s beauty and personal care market is a $15-20 billion industry, and Gen Z is the economic engine driving a staggering 44% of it. This influence isn’t just about purchasing; it’s about leading the conversation through creativity and visual communication which is the absolute core of the Snapchat experience. That’s why the 'Gen Z Beauty Creator Incubator' is so significant. It’s about officially handing the microphone and the camera to this cohort. Nykaa understands the 'what' of modern beauty better than anyone, and we provide the 'how' — the most authentic canvas for their stories. We are thrilled to partner with them to officially launch the next wave of beauty authorities who will inspire their peers across the country, one Snap at a time.”
Beyond visibility, the incubator promises early access to Nykaa’s latest launches, platform-exclusive content formats, and collaborative campaigns using Snapchat’s AR tools. Participants will join an inner circle of creators who explore, experiment, and engage with beauty on their own terms — backed by a platform that understands them and a brand that believes in them.
The initiative builds on Nykaa’s legacy of innovation and community, following milestones like India’s first beauty festival, Nykaaland, and its 2024 partnership with Yuvaa that took conversations about beauty and identity to college campuses. The Gen Z Beauty Creator Incubator continues this mission — proving that the future of beauty in India belongs to those who create, connect, and communicate authentically.
