Nykaaland debuts in Delhi-NCR, expanding Nykaa’s experiential beauty footprint

After two successful editions in Mumbai, Nykaaland—the experiential beauty and lifestyle festival by Nykaa and BookMyShow Live—made its debut in Delhi-NCR at the NSIC Grounds in Okhla on Friday. 

The three-day event, running from November 7 to 9, marks Nykaa’s first major on-ground expansion of the property outside Mumbai, as the company looks to strengthen its connection with consumers through large-format experiential platforms.

The Delhi edition features over 60 Indian and international beauty brands, including YSL Beauty, Dolce&Gabbana Beauty, Rabanne, Carolina Herrera, TIRTIR, and IT Cosmetics, alongside home-grown names such as Kay Beauty, Simply Nam, Minimalist, and RENÉE Cosmetics. 

The festival also includes celebrity-led masterclasses and live performances by Prateek Kuhad, Jonita Gandhi, and Panjabi MC.

“Delhi was the natural progression for Nykaaland,” said Anchit Nayar, Executive Director and CEO, Nykaa Beauty. “It’s one of India’s most active and influential beauty markets. This edition is not just about geography but about deepening community engagement and creating a space where beauty can be experienced, not just purchased.”

The move comes amid growing consumer appetite for experience-driven retail, as beauty brands increasingly focus on direct engagement through festivals, pop-ups, and workshops. Nykaa said the first two Mumbai editions drew over 40,000 attendees, distributed more than 5 million product samples, and generated 6 billion digital impressions, demonstrating strong consumer traction for the format.

According to Owen Roncon, Chief of Business – Branded IPs at BookMyShow, expanding Nykaaland to the capital was a logical next step. “Delhi’s diverse and fashion-conscious audience makes it the ideal market to build Nykaaland into a truly national platform that connects beauty, artistry, and entertainment,” he said.

The event’s masterclass lineup features Namrata Soni, Daniel Bauer, Mehak Oberoi, and Meera Sakhrani, known for their work with leading Bollywood actors and luxury brands. For Nykaa, these sessions form the core of the festival’s proposition, offering hands-on education and direct interaction with professionals.

Nykaaland’s Delhi debut comes as India’s beauty market continues to expand, driven by the rise of homegrown D2C brands, growing K-beauty influence, and increasing consumer willingness to spend on experiences. With this edition, Nykaa is positioning Nykaaland as a national experiential property, blending commerce, culture, and community—and signalling how the company sees the future of beauty retail evolving in India.

Adding to the momentum, FSN E-Commerce Ventures Ltd, Nykaa’s parent company, on Thursday reported a 3.4x jump in net profit to ₹34.43 crore in the second quarter of FY26, compared to ₹10.04 crore in the corresponding period last year. Revenue from operations rose 25.1% year-on-year to ₹2,345.98 crore, while EBITDA grew 53% with margins expanding to 6.8%. The company’s gross merchandise value (GMV) increased 30% YoY to ₹4,744 crore, led by strong performance across its beauty and fashion verticals.