Nykaa gives beauty a quick-commerce makeover, targets expansion to 25-plus cities by FY27-end

Nykaa is expanding its quick-commerce service, Nykaa Now, to more than 25 cities by the end of FY27, as the beauty and fashion retailer looks to widen the reach of its beauty, personal care and wellness assortment through faster deliveries.

The company had expanded Nykaa Now to 15 cities in the second quarter of FY27, compared with three cities in the first quarter of FY26. The service delivers orders within 30-60 minutes, according to Nykaa's Q2FY27 investor presentation.

Nykaa said its Nykaa Now offering features more than 1,000 marquee brands and provides the largest beauty, personal care and wellness assortment, differentiated by authenticity and trust. The company is also highlighting the depth of its catalogue and the purchase behaviour of customers using the service.

A wider assortment, faster deliveries

Nykaa Now offers twice the stock-keeping unit (SKU) depth of quick-commerce platforms, the company said. Its assortment also includes curated premium selections and offerings from what it described as the most trusted brands.

The company said the average order value (AOV) of beauty and personal care on quick commerce is three times the AOV cited for the category in its presentation. It has also pointed to wider cart depth among Nykaa Now shoppers.

The service's delivery window of 30-60 minutes is part of its quick-commerce proposition. The company has presented the combination of a broad product range, premium selection and delivery speed as key features of Nykaa Now.

Nykaa Now shoppers show higher purchase frequency

Nykaa also reported higher frequency of purchase among customers using Nykaa Now compared with shoppers on its wider platform.

According to the presentation, Nykaa Now shoppers have around 15% higher frequency of purchase (FOP) than platform shoppers. The company has cited this alongside wider cart depth as a feature of customer behaviour on the service.

The expansion target marks an increase from Nykaa Now's presence in 15 cities in Q2FY27 to more than 25 cities by the end of FY27.

The company has included the service's city expansion, delivery timeline, brand count, assortment depth and shopper purchase frequency among the highlights of its quick-commerce offering.