Nykaa & OpenAI: Conversational Shopping on ChatGPT

Nykaa and OpenAI are partnering to bring conversational shopping to beauty and fashion. This collaboration allows people to shop directly within ChatGPT. Here's the thing: Nykaa Beauty and Nykaa Fashion will appear as connected apps inside ChatGPT. This means you can ask natural questions, like for a skincare routine, and ChatGPT will show personalized product picks from Nykaa's catalog. You won't need to leave the chat or open Nykaa's app. This feature is powered by OpenAI’s Agentic Commerce Protocol. Nykaa announced this deal on June 16, 2026, with a phased rollout planned over multiple years. Nykaa also plans to use OpenAI’s models across its business, including marketing, customer support, and finance. Nykaa serves over 55 million online customers and has more than 300 physical stores. The bottom line: This is one of the first major steps towards AI-native shopping in India, potentially changing how brands reach customers.