Brand vs Brand is where we go beyond surface-level comparisons and decode how two players in the same category are actually building their businesses, what they prioritise, how they position themselves, and why consumers choose one over the other. In this edition, the spotlight is on Nykaa and Tira, two platforms defining the beauty shopping experience in India, but through completely different lenses.
Nykaa didn’t just enter the market, it built it. At a time when buying beauty products online felt risky, it focused on trust, authenticity, and education, slowly becoming the go-to destination for everything from everyday essentials to premium global brands.
Then comes Tira, backed by Reliance Retail, entering the space with a very different energy. Instead of trying to replicate Nykaa’s journey, Tira is building its own identity, one that leans into curation, aesthetics, and trend-first discovery.
This contrast plays out across everything product selection, pricing strategies, and especially influencer playbooks. Where Nykaa invested in building credibility through experts, makeup artists, and regional creators, Tira is tapping into pop culture and star power, working with high-visibility names to create instant buzz and desirability.
So the real question isn’t just who’s winning today but who is better positioned to define the future of beauty in India.
Here is the full video.
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