Nykaa has entered a multi-year partnership with OpenAI to integrate its beauty and fashion catalogue directly into ChatGPT, marking a significant step toward conversational commerce in India.

Under the collaboration, Nykaa Beauty and Nykaa Fashion storefronts will be available as connected apps within ChatGPT, allowing users to discover products through natural, AI-driven conversations.

This means consumers can ask queries such as skincare solutions or outfit suggestions and receive personalised product recommendations from Nykaa’s catalogue directly within the chat interface, without needing to visit the company’s app or website.

The integration is powered by OpenAI’s Agentic Commerce Protocol, which enables product discovery and transactions within conversational interfaces.

The move effectively positions Nykaa’s private labels and partner brands within one of the most widely used AI platforms globally, providing a new channel for customer acquisition and engagement.

Beyond customer-facing features, the partnership extends to Nykaa’s internal operations as well. The company plans to deploy OpenAI’s models and AI tools across functions such as marketing, customer support, legal, finance and supply chain, while also leveraging coding assistants within its engineering teams.

The tie-up builds on Nykaa’s existing investments in artificial intelligence, including tools like virtual try-ons, skin analysis features and conversational assistants, as it continues to deepen its AI-led transformation.

While financial details of the agreement remain undisclosed, the companies indicated that the collaboration will roll out in phased milestones over multiple years.

The move comes as global retailers increasingly experiment with AI-driven shopping experiences, enabling users to discover, compare and purchase products within a single conversational interface. Nykaa’s entry into this ecosystem signals a broader shift in e-commerce, where AI platforms are emerging as new storefronts for brands.

With more than 55 million online customers and over 300 physical stores, Nykaa is leveraging this partnership to expand its omnichannel strategy and tap into evolving consumer behaviour shaped by AI adoption.

The collaboration highlights how AI-powered product discovery and conversational interfaces are reshaping digital retail, moving the consumer journey from app-based browsing to integrated, real-time engagement.