New Delhi, Oct 27: What does India’s growing appetite for beauty look like when it comes alive? At Nykaaland 4.0, it came alive through the excitement of discovering new favourites, the buzz of packed masterclasses, the joy of exploring the latest launches, creators connecting with their communities and beauty enthusiasts embracing self-expression in their own way.
Returning to the NSIC Exhibition Grounds in Okhla, New Delhi, from October 23 to 25, Nykaaland welcomed over 30,000 attendees across three days, bringing its fairytale-inspired world to life through beauty, music, shopping and immersive experiences. Co-produced by Nykaa, India’s leading beauty and lifestyle company, and BookMyShow Live, the live entertainment and experiential division of BookMyShow, the festival brought together consumers, beauty experts, creators and leading Indian and international brands on one platform.
For Nykaaland, the scale of the experience goes beyond footfall. Attendees typically spend six to eight hours at the festival, with season-ticket holders returning for another full day. From arriving at noon and staying until the festival closes at 10 PM to moving between brand experiences, collecting samples, learning from experts and discovering new favourites, visitors made Nykaaland a destination to spend the day, not simply pass through. It offered a space to experiment, connect and express themselves freely, with beauty at the heart of it all.
A Meeting Ground for India’s Beauty Ecosystem
With 65+ Indian and international beauty brands, a dedicated K-beauty zone, expert-led masterclasses and immersive brand experiences, Nykaaland brought the breadth of the beauty landscape together in one place.
Visitors explored global favourites such as Rare Beauty, Huda Beauty, Kayali and ISDIN (biggest luxe sunscreen player globally) alongside homegrown brands including Kay Beauty and Nykaa Cosmetics. The festival also featured its biggest-ever Korean beauty curation, with brands including Laneige, Beauty of Joseon and TONYMOLY, reflecting the growing interest in K-beauty among Indian consumers.
Beyond the beauty experiences, the Nykaaland x Starbucks collaboration and YouTube’s association added new dimensions to the festival, connecting beauty with culture, content and everyday consumer passions. Together with the festival’s curated food zone, exclusive shopping experiences and live entertainment, these partnerships expanded the ways in which audiences could engage with the event.
What sets Nykaaland apart is its ability to galvanise the entire beauty ecosystem at once. Consumers, established and emerging brands, industry experts, influencers and creators converge in a shared space, turning product discovery into a larger cultural experience. With new partners, stronger relationships and a more expansive curation each year, Nykaaland continues to build on its ambition to shape how India experiences beauty.
Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said,
“With its fourth edition, Nykaaland continues to redefine immersive beauty experiences in India, welcoming over 30,000 attendees. Each year, the festival grows in scale and ambition, with new partners, stronger collaborations with the likes of Starbucks and YouTube, our biggest-ever Korean beauty curation, and the presence of global beauty brands such as Rare Beauty and Huda Beauty. This year’s response reflects a growing consumer appetite for experiences that go beyond products to bring together discovery, expertise and community. As Nykaa continues to shape India’s beauty ecosystem, Nykaaland remains a powerful expression of this vision, with each edition setting the stage for what comes next.”
Naman Pugalia, Chief Business Officer – Live Events, BookMyShow, said,
“Nykaaland continues to demonstrate how experiential IPs can bring together beauty, culture and entertainment to create a more immersive consumer journey . The fourth edition brought this to life by offering audiences a space to discover a multitude of brands, engage with industry experts and experience live music and entertainment, all within one vibrant environment. As the festival evolves with each edition, BookMyShow’s focus remains on building meaningful consumer connections through thoughtfully curated experiences and moments that resonate with audiences and create lasting memories. Ultimately, it is about creating platforms that go beyond just brand discovery and foster deeper audience engagement with culture and entertainment.”
Three Days of Beauty, Culture and Entertainment
Each day brought its own mix of expert-led sessions, interactive experiences and live performances, giving attendees new reasons to explore the festival.
Day 1: The Fairytale Begins
Friday opened with a packed programme of beauty experiences and entertainment. Visitors explored brand activations and the festival grounds before the evening’s music took centre stage. Girls Girls Girls, Suggahunny, Rabab and Kelcy Starr set the tone for the weekend with performances that brought the opening day to a high-energy close.
Day 2: Beauty Expertise Meets Nostalgia
Saturday put beauty education in the spotlight, with celebrity makeup artist Namrata Soni sharing her bridal beauty expertise, alongside sessions by Daniel Bauer, Reva Goswami, Guneet Virdi and Komal Gulati. The K-beauty zone offered attendees an opportunity to discover Korean beauty favourites and explore the brands shaping the category.
The Nykaa Play Show brought humour to the programme with a multibrand show featuring stand-up comedian Gaurav Kapoor. As evening arrived, STUVI and Navjyot Ahuja took to the stage before Bombay Rockers brought their much-loved music to the festival, adding a nostalgic note to the celebrations.
Day 3: One Last Day of Discovery
Sunday brought another round of expert-led inspiration with Meera Sakhrani, Samaira Sandhu, Adrian Jacobs and Cynthia Di Meo. Attendees also explored the Nykaaland Store, exclusive beauty offers, the Nykaaland x Starbucks experience and the festival’s curated food zone.
The Nykaa Play Show returned with two distinct experiences: The Nykaa Play Show x Urban Decay featuring Ruhee Dosani, and a multibrand show featuring Karan Wahi. The final evening culminated in performances by AminJaz, Gurnazar and headliner Sukhbir, bringing the three-day festival to a memorable close.
The Faces and Communities That Made It Come Alive
Nykaaland 4.0 also brought together prominent celebrities and creators through brand-led experiences and Nykaa’s wider creator community.
Swiss Beauty brought Taapsee Pannu to the festival, while Mamonde featured Nitanshi Goel. Dot & Key brought Shanaya Kapoor, Aditya Roy Kapur, Varun Sood and Apoorva Makhija to its festival experience, while Chicnutrix collaborated with Mallika Dua.
Nykaa also brought creators Rida Tharana, Sakshi Sindhwani, Tarini Peshawaria and Ashi Khanna to the festival, strengthening the connection between the beauty community and the audiences who follow and engage with them.
Together, these appearances added to the festival’s larger appeal: a space where consumers could encounter the people, brands and voices influencing beauty today, while discovering new perspectives and experiences for themselves.
A Fairytale That Keeps Getting Bigger
Nykaaland 4.0 offered a glimpse into the evolving relationship India has with beauty: one driven by curiosity, a desire to experiment and the joy of discovering something new. The crowds, the enthusiasm for samples, the time spent exploring and the willingness to return for another day all reflected a community that wants to participate in beauty, not simply consume it.
By bringing consumers, brands, experts and creators together at scale, Nykaa continues to expand the possibilities of experiential beauty in India. With every edition, Nykaaland grows into a bigger meeting ground for discovery, self-expression and shared experiences.
Nykaaland 4.0 may have drawn its curtains, but the story of India’s beauty community is only getting started.
