The three-day beauty festival in New Delhi brought together more than 65 brands, industry experts, creators and entertainment acts.
Over 30,000 people attended the fourth edition of Nykaaland, held from October 23 to 25, 2026. Organised by Nykaa in collaboration with BookMyShow Live, the three-day festival brought together more than 65 Indian and international beauty brands, offering visitors opportunities to explore products, attend expert-led sessions, shop and experience live entertainment.
The event reflects a growing emphasis on face-to-face consumer engagement in the beauty industry. Beyond showcasing products, such festivals allow brands to demonstrate their offerings, introduce new categories and interact directly with potential customers in ways that online platforms and conventional retail formats may not always facilitate.
International labels such as Rare Beauty, Huda Beauty, Kayali and ISDIN featured alongside Indian names including Kay Beauty and Nykaa Cosmetics. Korean beauty also had a prominent presence, with the festival hosting its largest K-beauty selection so far. Brands such as Laneige, Beauty of Joseon and TONYMOLY were part of the dedicated showcase, giving visitors access to a range of Korean skincare and beauty products.
The event also extended its partnerships beyond the beauty sector. Collaborations with Starbucks and YouTube added food, content and culture to the festival, while shopping offers and live performances broadened its appeal.
Education was another part of the programme, with makeup artists and beauty professionals conducting sessions on techniques and trends. Among those leading the masterclasses were Namrata Soni, Daniel Bauer, Reva Goswami, Guneet Virdi and Komal Gulati.
The entertainment line-up included performances by Girls Girls Girls, Kelcy Starr, Bombay Rockers, Gurnazar and Sukhbir. Comedy and creator-led programming featured as part of the Nykaa Play Show, with Gaurav Kapoor, Ruhee Dosani and Karan Wahi among the participants.
Celebrity appearances and creator collaborations added further visibility for participating brands. Swiss Beauty featured Taapsee Pannu, while Mamonde brought Nitanshi Goel to the festival. Dot & Key hosted Shanaya Kapoor, Aditya Roy Kapur, Varun Sood and Apoorva Makhija. Nykaa also invited digital creators Rida Tharana, Sakshi Sindhwani, Tarini Peshawaria and Ashi Khanna.
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, said the latest edition had grown in scale through new collaborations, international brand participation and a wider range of experiences. Naman Pugalia, Chief Business Officer – Live Events at BookMyShow, highlighted the potential of such events to connect beauty with entertainment and culture.
With its combination of shopping, product trials, expert interactions and performances, Nykaaland demonstrates how beauty companies are using live experiences to build consumer relationships beyond the point of sale.
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