ChatGPT users in India can now explore Nykaa’s catalogue directly within the chat interface, enabling users to inquire about skincare for sensitive skin or wedding outfits and discover Nykaa products without needing to access the app or website. This initiative positions Nykaa’s own brands and its partner labels in front of one of the most widely used consumer AI tools in the country.
The financial specifics of the agreement, including any revenue-sharing details or exclusivity to Nykaa within India’s beauty and fashion segments, were not disclosed by either party. This collaboration is designed to span multiple years through what Nykaa described as phased milestones.
Powered by OpenAI’s Agentic Commerce Protocol—a public open standard released by OpenAI and Stripe in September 2025—the listing enables smooth integrations.
OpenAI introduced its “Buy it in ChatGPT” checkout feature for US users on February 16 this year, starting with Etsy and Shopify merchants, and has since partnered with retailers like Target to utilize ChatGPT apps.
Additionally, PayPal has embraced the protocol to connect its merchant network to the platform. The Nykaa partnership expands this model to India and focuses specifically on the beauty and fashion industries.
On its platforms, Nykaa plans to leverage OpenAI’s models to create consumer-oriented features, implement ChatGPT Enterprise across marketing, customer support, legal, finance, supply chain, and operations, and incorporate OpenAI’s Codex coding agent into its engineering teams.
This deal builds upon Nykaa’s previous AI initiatives, which include its Skin Scan computer-vision tool, Virtual Try-On feature, Ask Nykaa conversational assistant, and Nykaa Muse fashion assistant. As of March 31, 2026, Nykaa reported over 55 million customers across its online platforms and 313 offline stores.
(Edited by : Vivek Dubey)
First Published: Jun 16, 2026 1:39 PM IST
