Nykaa CEO explains why content matters more than ever to a start-up

Mumbai-based Nykaa.com is an online portal that sells beauty and wellness products. Shoppers come here for its wide range of products and to get away from biased advice from individual brand stores. Multi-brand retailers and pharmacies can’t often help you while selecting beauty products.

Enter Falguni Nayar. The former Managing Director Of Kotak Mahindra Capital Company, Falguni has received several accolades during her career including the FICCI Ladies Organization (FLO) award for the top woman achiever in the field of banking.

India’s leading IPO banker, instrumental in closing a number of successful M&As launched into entrepreneurship. “I was initially inspired by multi-brand retailers like Sephora. It’s the way to go. In beauty, advice is critical”, Nayar says.

Given it’s a niche category, content is of paramount importance to Nykaa. It distributes online content by the name of ‘Beauty Go’ that offers do-it-yourself and beauty advice. Their YouTube platform has around 48,000 followers. The ‘Beauty Bible’ offers recommendations and advice from makeup experts. There’s no plan for native advertising or sponsored features.

“Our customers are majorly divided into three categories - the ‘Beauty Aficionados’ are typically up-to-date with the latest trends. They look for best-in-class specialist products like dry shampoo. The ‘Newbies’ and ‘Fresh Fashionistas’ are not so sure, and the adviser has to recommend what to buy”, Nayar smiles.

Nykaa boasts of a strongly-driven content team. Over 95% of its user-base is made up of returning customers, and the company’s current revenue stands at Rs. 220 Crores.