Nykaa and Snapchat Launch ‘Snap Star Beauty Incubator Program’ to Empower Gen Z Creators

Nykaa has joined hands with Snapchat to launch the Snap Star Beauty Incubator Program, a pioneering initiative designed to elevate Gen Z beauty creators across India. This unique collaboration aims to mentor young talents, providing them with the tools, guidance, and exposure needed to redefine beauty through authentic, peer-driven content.

Tapping into Gen Z’s Creative Influence

The beauty landscape is evolving — moving away from celebrity endorsements and toward grassroots storytelling powered by communities. As highlighted in the Nykaa X Redseer Beauty Trends Report 2025, Gen Z is driving this shift with a strong focus on content-led discovery, ingredient transparency, and genuine brand interactions.

Recognizing this transformation, the incubator will select a group of promising creators from across India. These participants will benefit from Nykaa’s deep beauty expertise and Snapchat’s powerful platform tools. Categories like makeup, skincare, fragrance, and personal care will serve as playgrounds for creative experimentation.

Snapchat’s Support Ecosystem

Snapchat will offer access to Snap Schools, mentorship from its creator teams, and opportunities for top performers to become official Snap Stars. These creators will be integrated into Snapchat events, brand campaigns, and collaborations — forming the #NykaaSnapStarSquad, a shared creator community between the two brands.

Leadership Perspectives

A Nykaa spokesperson shared, “Gen Z is not just setting trends; they’re redefining beauty culture in real time. With Snapchat, we’re building a space that speaks their language and encourages their storytelling.”

Echoing this, Saket Jha Saurabh, Head of Content & AR Partnerships at Snap Inc., added, “Gen Z is responsible for 44% of India’s beauty and personal care market. This incubator hands them the tools and platform to lead that conversation visually and creatively — right where they belong.”

Continuing a Legacy of Innovation

This program is another step in Nykaa’s journey to build inclusive and community-driven beauty spaces. From India’s first beauty festival, Nykaaland, to youth-focused initiatives like its Yuvaa partnership, the brand continues to spotlight emerging voices.

Together, Nykaa and Snapchat are investing in the future — one creator at a time.

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