Prime Highlights
- Nykaa has partnered with OpenAI to integrate its beauty and fashion catalogue directly into ChatGPT for Indian users.
- Users can now discover skincare and fashion products inside ChatGPT itself, making shopping more seamless and AI-driven.
Key Facts
- The integration runs on OpenAI’s Agentic Commerce Protocol, enabling in-chat browsing and shopping experiences.
- Nykaa serves 55+ million customers and operates 331 offline stores, strengthening the reach of this AI commerce expansion.
Background
Nykaa has entered a multi-year collaboration with OpenAI, making its Beauty and Fashion storefronts available as connected apps within ChatGPT while also deploying OpenAI’s technology across its own platforms and back-office operations.
Indian users of ChatGPT can now browse Nykaa’s catalogue directly within the chat interface. A query about skincare for sensitive skin or outfits for a wedding will surface Nykaa products without the user needing to open a separate app or website.
The move puts Nykaa’s own labels and partner brands inside one of India’s most widely used consumer AI products. Neither company revealed the financial terms of the deal, any revenue-sharing arrangement, or whether Nykaa holds an exclusive position within India’s beauty and fashion categories on the platform.
The listing runs on OpenAI’s Agentic Commerce Protocol, an open standard that OpenAI and Stripe released in September 2025. OpenAI launched its “Buy it in ChatGPT” checkout feature for United States users in February this year, starting with Etsy and Shopify merchants before bringing in retailers such as Target.
PayPal has also adopted the protocol to connect its merchant network to the platform. The Nykaa deal extends that model to India. Inside its own platforms, Nykaa will use OpenAI’s models to build new consumer-facing features, roll out ChatGPT Enterprise across marketing, customer support, legal, finance, supply chain, and operations, and bring OpenAI’s Codex coding tool into its engineering teams.
The partnership builds on existing AI tools Nykaa already runs, including its Skin Scan computer-vision feature, Virtual Try-On, Ask Nykaa conversational assistant, and Nykaa Muse fashion tool.
As of March 31, 2026, Nykaa reported more than 55 million customers across its online platforms and 331 offline stores, giving the OpenAI integration an immediate and sizeable audience to reach from day one.
