K-beauty takes center stage at Nykaaland’s 60+ brand showcase

Nykaaland’s third edition brought together more than 60 global and Indian beauty brands under one roof in Delhi. Global powerhouses including Dolce & Gabbana Beauty, Rabanne, Carolina Herrera, and YSL Beauty shared the spotlight with trending names like TIRTIR, MILK Makeup, and IT Cosmetics.

The three-day event, held from November 7 to 9, 2025, was co-produced by Nykaa and BookMyShow Live at the NSIC Grounds in Okhla. The festival was supported by associate sponsor Inc.5, hydration partner Vedica, and media partners PVR, INOX, and 94.3 Radio One.

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Adding to the excitement, Kylie Cosmetics announced its official launch on Nykaa. The brand, introduced in India by House of Beauty, continues to enjoy massive demand for its cult-favorite Lip Kits and expanding fragrance line.

Anchit Nayar, Executive Director and Chief Executive Officer, Nykaa Beauty, said, “We are proud to bring Nykaaland to Delhi-NCR in response to the overwhelming demand from the capital’s passionate beauty community. Having inspired a transformative movement in Mumbai, our entry into Delhi marks a significant milestone in our journey. It reflects our vision to take experiential beauty beyond commerce and into the community, making it an ideal setting for immersive masterclasses, exclusive product launches, and meaningful brand-to-consumer interactions.”

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Vikram Vijay Kant, Chief Business Officer at House of Beauty, added, “Kylie Cosmetics has grown over 100% in India since April 2024. Partnering with Nykaa will help us reach even more beauty lovers across the country.”

Global and K-Beauty Giants Take Center Stage

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YSL Beauty, Dolce & Gabbana Beauty, Rabanne, and Carolina Herrera brought their couture touch to makeup and fragrance, while global disruptors and cult favorites such as TIRTIR, MILK Makeup, IT Cosmetics, Kylie Cosmetics, and Supergoop! showcased formulas redefining beauty trends. 

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Brands pampered visitors with swatch packages and freebie samples at their pop-ups. From couture reds and dewy skin-perfecters to latte palettes and high-shine glosses, every luxury spritz and swatch found its admirer.

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Adding to the international glamour were over 15 Korean brands, including Laneige, TIRTIR, Beauty of Joseon, and Innisfree, delivering glass skin goals and glow-from-within skincare. The AmorePacific family—Innisfree, Etude, Sulwhasoo, Aestura, Ryo, and Mise en Scène—offered everything from cloud-skin bases to glossy haircare. Cult-favorite disruptors such as Pyunkang Yul, ROUND LAB, TonyMoly, Dr. Althea, Celimax, House of HUR, Anua, Torriden, DALBA, and VT Cosmetics also joined in, cementing K-beauty’s dominance on the global stage.

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Homegrown Label Inc.5 Debuts at Nykaaland

Homegrown footwear brand Inc.5 made its Nykaaland debut as an associate sponsor with the theme “Comfort to Couture.” “At Inc.5, we’ve always believed comfort is the new luxury,” said Rajesh Kadam, CEO. 

Director Rozmin Virji added, “Both Inc.5 and Nykaa are deeply connected to the modern Indian woman, making this collaboration a natural fit.” With over 25 years of legacy and a nationwide presence, Inc.5’s showcase fused fashion with function in true Nykaaland style.

The collaboration came alive through interactive creator experiences, real-time content from the grounds, and the pre-event creator series ‘Walk Before the Walk,’ showcasing influencers’ personal style rituals as they got “runway ready” in Inc.5 footwear.

From Viral Lip Oils to Iconic Reds

From OG icons to fresh disruptors, Nykaaland brought together your feed’s most-wanted brands. e.l.f. Cosmetics, Cetaphil, Olay, Avène, Bath & Body Works, L’Occitane, Lancôme, L’Oréal Professionnel, AVEDA, Minimalist, Wishcare, and Dream Beauty showcased everything from viral lip oils to salon-grade hair heroes. Homegrown names like Kay Beauty, Simply Nam, ThriveCo, RENÉE Cosmetics, Moi by Nykaa, Swiss Beauty, Pink Polqa, LovETC, and Dot & Key stood tall beside global giants, proving Indian beauty is indeed legendary.

Bath & Body Works drew crowds with a giant snow globe installation, offering visitors an immersive experience of its holiday collections and sensorial gifting ideas. 

“We’re delighted to bring Bath & Body Works’ signature holiday experience to the first-ever Nykaaland in New Delhi. This immersive experience celebrates everything Bath & Body Works stands for—self-care, gifting, and joy,” said Abhishek Bajpai, CEO, Apparel Group India.

Celebrities You Can’t Take Your Eyes Off

Star power sparkled across the festival. Nykaa Cosmetics’ ambassador Rasha Thadani opened the weekend with her signature freshness and playful charm, while Aditi Rao Hydari brought her radiant grace for L’Oréal Paris. Taapsee Pannu, ambassador of Swiss Beauty, closed the event with her bold, fearless energy, embodying Nykaaland’s confident and inclusive spirit.

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Daytime turned into a classroom for beauty buffs as experts shared their craft. Daniel Bauer’s cinematic looks and Mehak Oberoi’s red carpet glam sessions mesmerized audiences, followed by TIRTIR ft. Meera Sakhrani’s glow-up tutorial and Namrata Soni’s bridal beauty masterclass. MAC artists Saikat Chakraborty and Leiya Phinao Ningshen wrapped it up with a creative showcase blending artistry and innovation.

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DJ MoCity, DDC Soundsystem, and Nida set the tone with house and disco beats on day one. Day two featured soulful performances by Gini and Prateek Kuhad, while the grand finale saw Dot., Panjabi MC, and Jonita Gandhi light up the stage with indie, bhangra, and Bollywood rhythms. Slink & Bardot’s cocktails, Subko’s artisanal brews, Fat Lulu’s pizzas, and Bobakat’s boba fueled the crowd.

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Owen Roncon, Chief of Business – Branded IPs, BookMyShow, added, “With Nykaaland, we set out to build an experiential platform that goes far beyond beauty, curating a cultural playground where artistry, music and community come alive. After two blockbuster editions in Mumbai, the move to Delhi-NCR was a natural progression. The capital is not only a dynamic hub for fashion and beauty but also a melting pot of diverse voices and discerning audiences who shape trends for the country. Expanding Nykaaland here allows us to create a truly national stage for beauty experiences at scale, while deepening our connect with audiences who are eager for immersive, world-class showcases. This is the next step in our vision to build Nykaaland into a defining movement in the global live entertainment and beauty landscape.”

Creators, Glam, and Surprise Appearances

Among the most-talked-about sessions was Mastering Makeup for the Camera by Daniel Bauer, followed by Smooth Skin Era with creator Ankush Bahuguna and dermatologist Dr. Aparajita Lamba. In Bollywood Gen Z Goes Chrome featured creators Baahar R Dhawan and Shraddha Naik, celebrating futuristic chrome looks. Later, Red Carpet Glam Demystified saw Mehak Oberoi and Amulya Rattan decode celebrity glam.

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The festival also witnessed a surprise appearance by Aditya Roy Kapur and Ananya Birla for LOVETC, whose presence sent the crowd into a frenzy. Evening sets by comedian Harsh Gujral and indie artist Gini added laughter and rhythm to the glam-filled atmosphere before Prateek Kuhad’s soulful performance brought the night to a poetic close.

Day one also featured sessions like Chrome It Up with Rasha Thadani powered by Nykaa Cosmetics, a YouTube Shopping creator bootcamp with Rahul Dua and Mridul Sharma, and DJ sets by MoCity and Dynamite Disco Club Soundsystem. Influencers like Prajakta Koli, Sakshi Sindwani, and Maggie were also spotted, adding more sparkle to Delhi’s ultimate beauty-meets-music celebration.