Nykaa has announced a strategic collaboration with OpenAI aimed at redefining how consumers discover and shop for beauty and fashion products in the age of artificial intelligence.
As part of the partnership, Nykaa has listed its beauty and fashion businesses as connected apps on the ChatGPT platform, allowing users to access the company’s product catalogue, recommendations, and expertise directly within conversations. The collaboration will also see Nykaa and OpenAI work together on the development of AI-native commerce experiences, including emerging agentic shopping capabilities.
The multi-year partnership reflects a broader shift in online retail, where conversational AI is increasingly becoming a discovery layer between consumers and brands.
With the integration, users can receive beauty, skincare, fragrance, and fashion recommendations through ChatGPT and be directed to relevant products from Nykaa’s ecosystem.
The company said the move creates a new AI-powered distribution channel for both its in-house brands and the hundreds of beauty and fashion labels available on its platforms.
Nykaa will also collaborate with OpenAI to help shape how lifestyle shopping functions within ChatGPT’s emerging agentic commerce framework, where AI assistants can help users move from product discovery to purchase through natural conversations.
Beyond customer-facing experiences, Nykaa plans to deploy OpenAI’s technology across various functions within the organization.
The company will roll out ChatGPT Enterprise and OpenAI’s coding agent Codex across departments including marketing, customer support, legal, finance, supply chain, and operations. Nykaa’s engineering teams will also use Codex to accelerate the development and deployment of new AI-powered features.
The announcement builds on Nykaa’s ongoing investments in AI-powered shopping tools.
Over the years, the company has introduced features such as Skin Scan, which uses computer vision to assist consumers with skincare recommendations, and Virtual Try-On, which enables shoppers to digitally test beauty products before purchasing.
Nykaa has also developed AskNykaa, a conversational discovery platform, and an AI Fashion Stylist designed to help users navigate styling choices and fashion inspiration.
The company says these innovations are part of a broader effort to reduce friction in the shopping journey and create more personalized retail experiences.
Additionally, OpenAI’s frontier models will be integrated into Nykaa’s platforms to enhance personalization, product discovery, and shopping experiences.
Commenting on the collaboration, Rajesh Uppalapati, Chief Product and Technology Officer at 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.” he added.
Nitin Bwankule, Head of Enterprise Sales – India, OpenAI, added “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.”
