Can Nykaa fight off the new competition and prove the value of its years of experience in the beauty space?
In the heyday of India’s ecommerce boom, while Amazon and Flipkart squabbled over the wider share of the market, startups cemented their places within verticals. Myntra went from selling gift items to a fashion marketplace, and Nykaa, which came about in 2012, laid claim to the beauty segment.