In a first-of-its-kind initiative, Nykaa Luxe unveils FragTok, which marks the launch of India’s very first fragrance creator community. As one of the country’s leading beauty and lifestyle platforms, Nykaa Luxe is building the next big movement in fragrance, a collective of creators who will shape how India sees, smells, and speaks about scent.
At the heart of this launch is a nationwide hunt, a search for the sharpest noses, freshest voices, and boldest personalities who can become India’s next big fragrance creators. Through FragTok, Nykaa Luxe aims to incubate and elevate talent by offering exclusive access to education, experiences, and expertise from the world’s leading fragrance houses. If you think you’ve got the nose for it, apply now to joinFragtok by Nykaa Luxe : www.nykaa.com/sp/fragtok/fragtok
While the global creator landscape boasts a genre of fragrance reviewers and scent storytellers, India is only just beginning to scratch the surface. With Nykaa Luxe’s FragTok, that’s about to change. This program is designed to incubate and elevate a new generation of Indian fragrance voices, from niche collectors and on-trend content creators, to hidden gem hunters. These creators will deep dive into the world of perfumery through reviews, scent storytelling, cultural narratives, and product education, with access to expert learning from global fragrance brands, including Carolina Herrera, Rabanne, Armani Beauty, Ralph Lauren, Azzaro, Maison Margiela, among others.
Through this initiative, Nykaa Luxe will provide creators with access to fragrance education, new launches, sampling opportunities and immersive experiences. Nykaa Luxe is now on the hunt for India’s most discerning fragrance creators, those who live and breathe luxury scents and storytelling. The top 15 FragTokers will be inducted into Nykaa Luxe’s exclusive creator circle, gaining year-round support, brand collaborations, and a powerful platform to grow their voice.
Commenting on the launch, a Nykaa spokesperson said, “At Nykaa, we see fragrance as one of the most personal and fast-evolving categories in beauty, both globally and on the platform. With FragTok, we’re not just responding to this momentum, we’re shaping it. This initiative is about building a passionate community, driving discovery, and making fragrance more accessible through education and storytelling. It’s a step towards long-term category leadership, powered by creators who live and breathe scent.”
