Nykaa has promoted Pearl Shah to Senior Vice President, Owned Brands, signalling a renewed strategic focus on scaling its portfolio of in-house beauty labels. The appointment places Shah at the helm of some of India’s most recognised homegrown beauty brands, including Kay Beauty, Nykaa Cosmetics, Nykaa Wanderlust, and Nykaa Fragrances.
In her expanded role, Shah will drive marketing strategy, brand development, and growth across the entire owned brands portfolio. She previously led portfolio marketing at Nykaa and was instrumental in building the owned brands business into one of the platform’s most significant growth engines.
Shah brings deep expertise in beauty and consumer marketing, having spent several years at Unilever working on brands including Love Beauty and Planet and Lakmé. Her background also spans senior leadership roles at digital consumer platforms including CRED, Snapdeal, and Jabong, equipping her with a strong understanding of both brand storytelling and performance-led digital growth.
The promotion comes at a pivotal moment for Nykaa’s owned brands business. As India’s beauty market grows increasingly competitive, with international brands entering through platforms such as Tira and Sephora, Nykaa’s in-house portfolio represents a key lever for differentiation, stronger margins, and deeper consumer loyalty. Kay Beauty, co-created with Bollywood actor Katrina Kaif, has established itself as one of India’s most prominent celebrity beauty brands, while Nykaa Cosmetics continues to expand across makeup, skincare, and fragrance categories.
By investing in senior leadership for its owned brands division, Nykaa is clearly prioritising the next phase of growth for its proprietary labels. The strategy reflects a broader industry shift, where beauty retailers globally are recognising owned and private label brands as critical drivers of profitability and long-term brand equity.
With Shah’s appointment, Nykaa is well positioned to accelerate innovation and strengthen its competitive standing in India’s fast-evolving beauty landscape.
