~ Nykaa rolls ‘New At Nykaa’ with Rakhi Sawant — a playful warehouse heist that turns early access to new beauty launches into entertainment-led discovery. ~
Mumbai, September 2026: Nykaa has launched ‘New At Nykaa’, a campaign that gathers new beauty launches, viral products and trending must-haves under one thought: “If It’s New, It’s on Nykaa.” Actor and entertainer Rakhi Sawant leads the film, set inside a warehouse heist that treats product discovery as mischief rather than a catalogue scroll.
The film follows a Nykaa intern who sneaks into the company’s warehouse for an early look at the latest arrivals — only to find Rakhi already exploring the newest products. What starts as a quick peek spirals into a playful beauty heist, leaning on the idea that browsing new arrivals rarely stays a one-product job.
At the centre is the New At Nykaa destination — a dedicated space for new launches across makeup, skincare, haircare, fragrance and other beauty categories, spanning fresh drops as well as launches from established brands. The campaign taps early-access thrill with Rakhi’s mischievous tone, reinforcing Nykaa’s beauty-discovery positioning through entertainment-led storytelling.
Marketing take: Nykaa isn’t selling a single SKU — it’s selling the hunt. By casting Rakhi as the chaos agent in a warehouse full of pink boxes, the brand makes “what’s new” feel like a story you want to finish, not a filter you tap once and forget.
