Listing on Nykaa: Everything You Need to Know Before You Start

Over the past decade, e-commerce aggregators like Nykaa — founded in 2012 — have become key growth channels for India’s beauty and wellness industry, connecting consumers with both emerging and established labels. The Indian beauty and personal care market is currently valued at around US $21 billion and is projected to reach US $34 billion by 2028, growing at a CAGR of about 10–11%. Within this, e-commerce remains the fastest-growing segment, expected to expand at nearly 25% CAGR, compared to around 14% for organised offline retail. For many upcoming brands, getting listed on platforms like Nykaa offers access to millions of digital shoppers and the rising trend of online beauty sales, which have outpaced physical retail growth by a significant margin. Yet, the onboarding process remains highly detailed and selective — involving compliance checks, packaging and quality standards, and performance evaluations — making visibility on such platforms both a major opportunity and a demanding milestone for new entrants in India’s fast-evolving beauty landscape.

If you’re planning to list your brand on Nykaa, here’s a breakdown of how the process works, what documents you’ll need, and the practical considerations before getting started.

1. Understanding Nykaa’s Marketplace

Nykaa functions as a hybrid model. It's a mix of a direct retail platform (where Nykaa buys and sells inventory) and a marketplace model (where third-party brands list and sell directly). Brands onboarded to the marketplace get access to both the Nykaa website and app, which together attract over 20 million monthly users.

In 2025, Nykaa’s parent company, FSN E-Commerce Ventures, reported revenues of around Rs. 7,900 crore, a 24% rise from the previous year. This growth reflects India’s expanding digital beauty and lifestyle segment — but also highlights the competition that new sellers face on the platform.

2. Who Can Sell on Nykaa?

Nykaa primarily focuses on categories such as:

• Beauty and skincare
• Haircare and personal hygiene
• Wellness products
• Fashion and accessories

To qualify, sellers must:

• Have a registered business in India (Private Limited, LLP, or Sole Proprietorship).
• Hold a GST registration and PAN number.
• Possess a registered trademark certificate or a brand authorisation letter (if selling on behalf of another brand).
• Ensure all product labelling and claims comply with Indian regulations.
• Brands dealing in food, beverages, or other restricted categories are typically not accepted through the standard marketplace route.

3. How to List Your Brand — Step-by-Step

Step 1: Submit Brand Information

• The onboarding process begins with submitting brand and company details via Nykaa’s Sell on Nykaa portal. Sellers must provide brand ownership documents, website or social media links, and an official email address.
• Once submitted, the Nykaa onboarding team reviews the information. If approved, a seller account is created for further processing.
• Approximate approval time: 7–10 working days.

Step 2: Provide Required Documentation

After approval, Nykaa requests the following documents:

• GST and PAN details
• Cancelled cheque and bank account verification
• Trademark registration or brand authorisation certificate
• Address proof for warehouse or office
• A seller agreement is then shared, outlining commission rates, returns, and operational policies. Brands must review this carefully, as it defines the commercial relationship and responsibilities.

Step 3: Warehouse or Fulfilment Setup

Brands can either ship orders directly from their own warehouses or opt for Nykaa’s fulfilment services.

For self-fulfilment, sellers need to register their storage location, provide packaging samples, and meet Nykaa’s logistics and safety standards. Each fulfilment point typically takes 5–7 business days to verify.

Step 4: Catalogue Creation and Product Upload

This stage involves uploading product listings to Nykaa’s seller dashboard. Each product requires:

• A unique SKU
• High-quality images
• Detailed description and usage information
• MRP and selling price
• Stock availability

Larger brands often integrate via API connections through platforms such as Fynd or Unicommerce to manage inventory automatically. Once the catalogue is reviewed and approved, the listings go live.

Step 5: Go Live and Manage Orders

When the account is activated, products appear on the Nykaa marketplace. Orders are tracked and processed through the seller panel.

Payment settlements generally occur within 8–10 days after successful order delivery. Returns, replacements, and cancellations follow Nykaa’s seller policies, which prioritise product authenticity and customer experience.

4. Required Documentation Overview

• DocumentPurpose
• GST CertificateTax compliance
• PANBusiness verification
• Trademark / AuthorisationBrand ownership proof
• Bank Account DetailsPayment settlement
• Address ProofFulfilment verification
• Product CatalogueSKU, description, images

5. Timelines and Costs

While registering a brand on Nykaa is free, sellers should factor in indirect costs such as product photography, packaging, and integration. The entire onboarding process — from submission to live listing — generally takes 25–30 days.

Marketplace commissions vary depending on product category and can range between 10% and 25%.

Some third-party agencies offer assistance with onboarding and integration, typically charging between Rs. 50,000 and Rs. 80,000, depending on the level of support required.

6. Common Challenges

• Approval delays: Brand verification can take longer if documents are incomplete or unclear.
• Catalogue quality: Inconsistent product details or poor images often lead to rejections.
• Compliance checks: Products must meet safety, labelling, and authenticity standards.
• Margins: High commission structures can reduce profitability for smaller brands.

7. Tips for Smooth Onboarding

• Keep all documents scanned, updated, and clearly labelled before applying.
• Invest in high-quality product photography to improve listing approval chances.
• Use integration software to avoid inventory mismatches.
• Read the seller agreement thoroughly before signing.
• Start with a limited product range, test performance, and then expand.

8. Beyond Onboarding — What Happens Next

Once your brand is live, maintaining performance becomes critical. Nykaa tracks order fulfilment, customer feedback, and cancellation rates. Poor performance or customer complaints can lead to temporary suspension.

Brands can also apply for a Nykaa Brand Store, which allows custom layouts, storytelling, and marketing placements — though this is usually reserved for established or premium partners.

Listing on Nykaa takes preparation, compliance, and patience. The platform offers great visibility but maintains strict quality standards. For smaller brands, it’s best used as a secondary channel after building an online presence, while established labels can use it to expand reach. Understanding onboarding requirements and managing expectations ensures a smoother process and long-term success.