Nykaa

Nykaa, in collaboration with Snapchat, has launched the ‘Nykaa Snap Star Beauty Incubator Program’, a first-of-its-kind initiative designed to nurture and empower young beauty creators across India. The program aims to give a platform to emerging Gen Z voices who are redefining beauty through creativity, authenticity, and self-expression.

Empowering the Next Wave of Beauty Storytellers

The Nykaa Snap Star Beauty Incubator Program arrives at a pivotal time when beauty inspiration is evolving from celebrity-driven endorsements to community-led storytelling. The Nykaa X Redseer Beauty Trends Report 2025 reveals that Gen Z drives this shift by valuing ingredient awareness, authenticity, and content-led discovery over traditional ads.

Through this program, Nykaa and Snapchat will bring together a select group of creators from across India. Participants will receive mentorship, creative tools, and hands-on experience across diverse categories, including makeup, skincare, fragrance, and personal care.

A Collaboration That Marries Expertise with Expression

Nykaa adds beauty expertise and brand credibility, while Snapchat offers a creative digital ecosystem for visual storytelling.
Participants will benefit from Snapchat’s creator education platform — Snap Schools — and mentorship from its creator partnerships team.

The program lets creators become official Snap Stars, opening doors to brand collaborations, cultural campaigns, and Snapchat events. Together, they form the #NykaaSnapStarSquad, a Nykaa–Snapchat creator community that fosters authentic storytelling in digital beauty.

Giving Gen Z the Mic — and the Camera

A Nykaa spokesperson shared the vision behind the collaboration, stating:

“At Nykaa, we’ve always championed the voices shaping what beauty means in India, and today, no one is reshaping that narrative faster than Gen Z. They’re not just creating trends — they’re building movements. In Snapchat, we’ve found a kindred platform that mirrors this generation’s language of bold self-expression.”

The brand fosters inclusion through initiatives like Nykaaland—India’s first beauty festival—and campus collaborations with Yuvaa.

Saket Jha Saurabh, Director and Head – Content & AR Partnerships, Snap Inc., added:

“India’s beauty and personal care market is a $15–20 billion industry, and Gen Z drives nearly 44% of it. This incubator gives that generation the platform to express, create, and lead with authenticity — where Nykaa brings the ‘what’ of modern beauty, and Snapchat delivers the ‘how.’”

Building a Community of Innovation and Inclusion

The program also aligns with Nykaa’s broader commitment to community and innovation. The brand builds inclusion through Nykaaland—India’s first beauty festival—and campus collaborations with Yuvaa.

With the Snap Star Beauty Incubator, Nykaa’s empowers creators to redefine beauty through education, empowerment, and exposure.

The Nykaa x Snapchat collaboration marks a significant milestone in the creator economy and India’s beauty landscape. The Nykaa Snap Star Beauty Incubator combines Nykaa’s beauty expertise with Snapchat’s creativity to help Gen Z creators express themselves, build communities, and shape digital beauty’s future.