Nykaa joins hands with OpenAI
Under the collaboration, Nykaa's beauty and fashion platforms will become connected apps within ChatGPT.
Nykaa has announced a strategic collaboration with OpenAI aimed at developing new AI-driven shopping and discovery experiences across beauty and fashion.
As part of the collaboration, Nykaa Beauty and Nykaa Fashion have been listed as connected apps on ChatGPT, allowing users to access the company's catalogue, recommendations and product discovery tools directly within conversations on the platform. The partnership will be implemented through phased milestones over a multi-year period.
The companies will also work together on OpenAI's emerging agentic commerce protocol, exploring how shopping experiences can be integrated within ChatGPT. Through its presence on ChatGPT, Nykaa's portfolio of owned labels as well as partner brands will gain access to a new AI-enabled discovery channel.
Alongside its integration with ChatGPT, Nykaa plans to deploy OpenAI's models across its own consumer-facing platforms and internal operations. The company said it will use OpenAI's technology to enhance product discovery and shopping journeys across beauty and fashion.
Nykaa is also rolling out ChatGPT Enterprise and OpenAI's coding agent, Codex, across its business functions, including marketing, customer support, legal, finance, supply chain and operations. Its engineering teams are expected to use Codex to support the development of AI-led features and products.
The move builds on Nykaa's existing investments in AI-powered commerce tools. These include Skin Scan, a computer vision-based skin analysis feature; Virtual Try-On, which allows users to test products digitally; AskNykaa, a conversational discovery tool; and AI Fashion Stylist, which provides personalised fashion recommendations and styling assistance.
The collaboration marks a broader effort by Nykaa to integrate generative AI capabilities into both customer experiences and business operations as AI becomes increasingly embedded in online commerce.
Rajesh Uppalapati, CPTO, 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."
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.”