Nykaa Partners with OpenAI to Enable AI-Powered Fashion and Beauty Shopping
Indian beauty and fashion retailer Nykaa has announced a multi-year partnership with OpenAI, allowing consumers to discover and browse products from Nykaa Beauty and Nykaa Fashion directly through ChatGPT while expanding the use of artificial intelligence across its business operations.
As part of the collaboration, Nykaa’s beauty and fashion platforms have been integrated into ChatGPT as connected apps, enabling users to receive personalized product recommendations and explore fashion and beauty products through natural-language conversations. Shoppers can now search for outfits, beauty products, and style suggestions without leaving the ChatGPT interface.
The partnership is powered by OpenAI’s Agentic Commerce Protocol, an open framework developed in collaboration with Stripe that enables merchants to connect directly with AI-driven shopping experiences. The protocol was made publicly available in September 2025 and is designed to support conversational commerce across digital platforms.
While the companies have not disclosed financial details, revenue-sharing arrangements, or exclusivity terms, both organizations confirmed that the collaboration will be rolled out in phases over the coming years.
Beyond customer-facing applications, Nykaa plans to leverage OpenAI’s technologies across multiple business functions. The company will introduce ChatGPT Enterprise across departments including marketing, customer support, legal, finance, supply chain, and operations to enhance productivity and streamline workflows.
Nykaa also intends to adopt OpenAI’s Codex coding agent to support software development initiatives and improve engineering efficiency.
The partnership reflects OpenAI’s growing presence in India’s retail sector and highlights the increasing adoption of generative AI technologies by consumer brands seeking to enhance customer experiences and operational performance.