Nykaa will integrate its beauty and fashion storefronts into ChatGPT through a multi-year OpenAI partnership, enabling in-chat product discovery and deploying AI tools across its operations in India
Nykaa, the Mumbai-based beauty and fashion retailer said it has entered into a multi-year collaboration with OpenAI, under which its Nykaa Beauty and Nykaa Fashion storefronts will be listed as connected applications within ChatGPT. The company will also deploy OpenAI’s models and coding tools across its digital platform and internal operations.
The integration will allow users in India to access Nykaa’s catalogue directly within ChatGPT. Queries such as skincare recommendations for sensitive skin or suggestions for wedding outfits will surface relevant Nykaa products within the chat interface, without requiring users to switch to the app or website. The move is expected to give visibility to Nykaa’s own labels as well as partner brands within one of the country’s most widely used consumer artificial intelligence platforms.
Both companies have not disclosed financial details of the partnership, including any revenue-sharing structure or whether the listing is exclusive to Nykaa in India’s beauty and fashion categories. The collaboration will be executed over a multi-year period through phased milestones.
The integration is powered by OpenAI’s Agentic Commerce Protocol, an open standard introduced by OpenAI and Stripe in September 2025.
OpenAI introduced its “Buy it in ChatGPT” checkout feature for United States users on 16 February this year, initially partnering with Etsy and Shopify merchants. Since then, it has expanded the ecosystem to include retailers such as Target. PayPal has also adopted the protocol to integrate its merchant network into ChatGPT-based commerce experiences. The Nykaa partnership extends this framework to India, particularly in the beauty and fashion segments.
Separately, Nykaa said it will use OpenAI’s models to build new consumer-facing features across its platforms. It will also roll out ChatGPT Enterprise across functions including marketing, customer support, legal, finance, supply chain and operations, and adopt OpenAI’s Codex coding agent within its engineering teams.
The company has previously deployed AI-driven tools such as Skin Scan, a computer vision-based diagnostic feature, Virtual Try-On, Ask Nykaa, a conversational assistant, and Nykaa Muse, a fashion assistant. As of 31 March 2026, Nykaa reported more than 55 million customers across its online platforms and 313 offline retail stores.
