Nykaa has entered a multi-year partnership with OpenAI to integrate its beauty and fashion storefronts as connected apps within ChatGPT. This allows Indian users to receive product recommendations through conversations in ChatGPT before being directed to Nykaa’s app or website to complete purchases. The collaboration aims to enhance shopping experiences by leveraging conversational AI, according to medianama.com.
Under the agreement, when shoppers request items like skincare for sensitive skin or wedding outfits, ChatGPT accesses Nykaa’s catalogue to provide tailored responses and routes users to Nykaa for checkout. Nykaa will also adopt OpenAI’s ChatGPT Enterprise across departments such as marketing, customer support, legal, finance, supply chain, and operations. Additionally, its engineering teams will use OpenAI’s Codex coding agent. The rollout will occur in phases over the multi-year term, with financial details undisclosed.
This partnership builds on Nykaa’s existing AI capabilities, including Skin Scan for skin analysis, Virtual Try-On for digital product testing, and AI-powered conversational tools like Ask Nykaa and AI Fashion Stylist. Nykaa’s Chief Product and Technology Officer Rajesh Uppalapati described traditional search-and-scroll shopping as a transitional technology, highlighting conversational AI as the future. Nykaa serves over 55 million online customers and operates more than 300 physical stores as of March 31, 2026.
The collaboration between Nykaa and OpenAI represents a strategic move to expand AI-driven shopping channels in India’s competitive beauty and fashion market. Nykaa’s integration with ChatGPT is expected to enhance customer engagement by providing personalized recommendations through natural conversations.