Nykaa has announced a strategic collaboration with OpenAI to develop more personalised and intuitive beauty and fashion shopping experiences. As part of the partnership, Nykaa Beauty and Nykaa Fashion have been listed as connected apps on the ChatGPT platform, allowing users to discover products, seek recommendations and access Nykaa's catalogue directly within conversations.
The collaboration will also see Nykaa work with OpenAI to help shape lifestyle shopping experiences within ChatGPT's emerging agentic commerce protocol. The partnership, which will be executed through phased milestones over a multi-year term, will also involve the deployment of OpenAI's technology across Nykaa's platform and internal operations.
With Nykaa's connected apps now available on ChatGPT, users can access the company's beauty and fashion expertise through conversational queries. Whether seeking skincare recommendations for sensitive skin, outfit suggestions for a wedding or fragrance advice, users can be directed to Nykaa's product ecosystem within ChatGPT.
The partnership also creates a new AI-native discovery channel for House of Nykaa brands as well as the hundreds of partner brands available on the platform.
Beyond consumer-facing experiences, Nykaa plans to integrate OpenAI's models across its own ecosystem to enhance customer journeys. The company will also deploy ChatGPT Enterprise and Codex across functions including marketing, customer support, legal, finance, supply chain and operations.
Nykaa's engineering teams will use OpenAI's coding agent Codex to accelerate the development and deployment of AI-led features.
Commenting on the partnership, Rajesh Uppalapati, CPTO, Nykaa, said, "We have a clear view of where commerce is going, and we are choosing to build it with the people best positioned to build it with us. 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. Nykaa brings a decade of depth in how beauty and fashion are actually bought and sold. OpenAI brings frontier intelligence and the agentic surface where the next billion shopping decisions will begin. Together we intend to define what AI-native commerce looks like in our category—globally, and from India."
Nitin Bwankule, Head of Enterprise Sales - India, OpenAI, said, "AI is changing how people discover products and make decisions, particularly in categories such as beauty and fashion where individual needs, preferences and context matter enormously. Nykaa has built deep expertise in serving Indian consumers and a strong track record of using technology to improve the shopping experience. We look forward to working with Nykaa as they deploy OpenAI's technology to create more useful experiences for its customers and teams."
The announcement marks the next phase in Nykaa's broader AI journey. The company has previously introduced technology-led features such as Skin Scan, which uses computer vision for skincare diagnostics, and Virtual Try-On, which enables customers to evaluate products through immersive experiences.
Nykaa has also launched AskNykaa, a conversational discovery platform designed to support intent-driven shopping, while its AI Fashion Stylist helps users with inspiration, styling and purchase decisions. Together, these initiatives reflect the company's continued focus on using technology to simplify decision-making and improve beauty and fashion discovery.
