Nykaa ties up with OpenAI to bring its beauty and fashion catalogue into ChatGPT

Nykaa, the Mumbai-based beauty and fashion retailer, said on Monday that it has entered into a multi-year collaboration with OpenAI, listing its Nykaa Beauty and Nykaa Fashion storefronts as connected apps within ChatGPT and deploying OpenAI’s models and coding tools across its platform and back-office operations.

Indian users of ChatGPT can now access Nykaa’s catalogue directly within the chat interface, allowing queries about skincare for sensitive skin or wedding outfits to surface Nykaa products without requiring users to open the app or website. The move places Nykaa’s own labels and partner brands in front of one of the country’s most widely used consumer AI products.

Neither company disclosed the financial terms of the agreement, any revenue-sharing arrangement, or whether the listing is exclusive to Nykaa within India’s beauty and fashion categories. The collaboration will run over a multi-year period through what Nykaa described as phased milestones.

The listing is powered by OpenAI’s Agentic Commerce Protocol, an open standard that OpenAI and Stripe made public in September 2025.

OpenAI launched its “Buy it in ChatGPT” checkout feature for US users on 16 February this year, initially with Etsy and Shopify merchants, and has since signed retailers, including Target, to use ChatGPT apps.

PayPal has also adopted the protocol to bring its merchant network onto the platform. The Nykaa partnership extends that approach to India and to the beauty and fashion sectors.

Across its own platforms, Nykaa said it will use OpenAI’s models to develop consumer-facing features, roll out ChatGPT Enterprise across marketing, customer support, legal, finance, supply chain and operations, and adopt OpenAI’s Codex coding agent within its engineering teams.

The deal builds on Nykaa’s earlier AI initiatives, including its Skin Scan computer-vision tool, Virtual Try-On feature, Ask Nykaa conversational assistant and Nykaa Muse fashion assistant. Nykaa reported more than 55 million customers across its online platforms and 331 offline stores as of 31 March 2026.