Business
16 Jun, 2026
Nykaa partners with OpenAI to integrate shopping experiences on ChatGPT
Business To Business, New Delhi, 16th June, 2026: Nykaa on Tuesday announced a strategic collaboration with OpenAI to introduce AI-powered shopping experiences and make its beauty and fashion catalogues directly accessible through ChatGPT.
Under the multi-year agreement:
- Nykaa Beauty and Nykaa Fashion will be integrated as connected apps within ChatGPT.
- Users will be able to ask conversational questions about products such as skincare, makeup, fragrances, apparel, and accessories.
- ChatGPT can help users discover relevant products, with Nykaa serving as the destination for browsing and purchasing.
For example, users could ask for:
- Skincare recommendations for specific skin concerns.
- Outfit suggestions for occasions or styles.
- Fragrance recommendations based on preferences.
- Beauty products within a particular budget.
Enterprise use of AI
The collaboration also extends beyond customer-facing features.
Nykaa said it plans to deploy OpenAI technologies across internal operations, including:
- ChatGPT Enterprise
- Codex (AI coding and software development tools)
These technologies will be used across departments such as:
- Marketing
- Supply chain management
- Legal operations
- Engineering and product development
The objective is to improve productivity, automate routine tasks, and accelerate the rollout of new features and services.
The partnership reflects a broader trend in which retailers are increasingly adopting generative AI to improve customer experiences and streamline business operations.
For India's rapidly growing beauty and fashion e-commerce market, AI-powered shopping assistants can help customers navigate large product catalogues more efficiently through natural-language conversations rather than traditional keyword searches.
The collaboration is notable because it combines:
- A leading Indian beauty and lifestyle platform, Nykaa
- Advanced AI capabilities from OpenAI
As AI becomes more deeply integrated into commerce, partnerships of this kind could reshape how consumers discover products, receive recommendations, and interact with online retailers.