Beauty buyers read before they buy
Ingredient lists, claims, shade accuracy and reviews decide the sale — and claims are also where beauty brands get pulled up. A listing has to convert a careful reader and stay compliant at the same time. Most fail one or the other, and the brands that get it right are simply present in more of the searches that matter.
Who this is for
Live, but not winning the category.
- Buried below brands with worse products
- Claims that need checking before they cause a problem
- Reviews neglected, and quietly costing conversion
- Spend rising without rank improving
New brand, or new to this channel.
- Registrations and category requirements to clear first
- Catalogue and shade structure to build properly
- No benchmark for what good looks like here
- Deciding between Nykaa, Amazon and your own store
What we run
How it starts
Not with a retainer. With a Scan — two weeks, ₹75,000 — across every area where money leaks, not just this channel. You get a ranked list of what it is costing you and what each fix is worth. If it will not pay for itself, you hear that inside the first two weeks.
Then you either act on the list yourself, or we run the parts you want run. No lock-in either way. See exactly what you get and what it costs →
Related: Amazon account management · Launching a beauty brand in India · All marketplaces
Common questions
How do you get a beauty brand listed on Nykaa?
Nykaa is curated rather than open, so listing is a commercial conversation as much as an operational one, and category requirements and product registrations need to be in order first. We handle the registrations, build the catalogue to their structure, and manage the onboarding.
What claims can a beauty brand make in India?
Less than most brands assume. Ingredient and benefit claims are regulated, and beauty is a category where they get challenged. We check every claim before it goes live rather than after somebody complains, which is considerably cheaper than a delisting.
Does my brand need CDSCO registration to sell cosmetics in India?
Imported cosmetics require CDSCO registration before they can legally be sold in India, and it takes months rather than weeks. It is the most common reason a beauty launch slips, and it is worth starting before the catalogue work.
How important are reviews on Nykaa?
In beauty they are the conversion. Buyers read ingredients and reviews before price, so a product with thin or neglected reviews underperforms one with worse formulation and better social proof. It is managed work, not luck.
Should we sell on Nykaa or Amazon?
Usually both, but not identically. The Nykaa audience arrives informed and category focused; the Amazon audience arrives broader and more price led. The catalogue, the content depth and often the pricing should differ between them.
What does Nykaa account management cost?
It starts with the 75,000 rupee Scan, which looks across the whole business rather than just the channel and gives you a ranked list of what each fix is worth. Ongoing management is quoted against what the account needs.
In more detail
Nykaa account management for beauty and personal care brands
Nykaa account management covers listing and catalogue structure, shade and variant hierarchy, claim compliance, ranking and visibility within beauty categories, reviews and ratings, advertising, and the registrations that have to be in place before any of it can go live. Beauty is one of the few categories where content depth genuinely drives conversion, because the buyer reads before purchasing rather than after.
Why beauty marketplaces reward detail
A beauty buyer compares ingredient lists, checks shade accuracy against reviews, and looks for a reason to trust the brand before considering price. The listing therefore has to do work a commodity product listing never does: full ingredient transparency, honest claims, accurate imagery across shades, and reviews that are managed rather than left to accumulate. Brands that treat a Nykaa listing like an ordinary marketplace product consistently lose to brands that treat it like a product page.
Compliance is part of the marketing, not separate from it
In beauty and personal care, the claim you cannot make is as commercially important as the one you can. Imported cosmetics need CDSCO registration, labels need to satisfy legal metrology, and benefit claims attract scrutiny. Getting this wrong does not only risk a penalty, it risks a delisting in the middle of your best selling month. We would rather write a slightly duller claim that survives than a bold one that gets pulled.
Find out where the money is going first.
Before you spend more on this channel, spend two weeks finding out which parts of it work.