Nykaa pilots Glam Pass to tap into loyalty shopping market

Beauty e-marketplace Nykaa, owned by Fsn E-Commerce Ventures Ltd, is rolling out a brand-linked loyalty feature—Glam Pass—that rewards repeat purchases on select cosmetic and skincare labels such as NYX Professional Makeup, Minimalist, and Nykaa Cosmetics, according to two people close to the development.

- Sowmya Ramasubramanian

Glam Pass may remain brand-specific rather than platform-wide, focusing on targeted benefits for labels shoppers prefer.

(REUTERS)

Priced from ₹39, Glam Pass offers shoppers 10% discount, upto ₹300, on their first three purchases and is valid for three months. The feature is currently live for select users in Mumbai and is expected to be rolled out to other cities, including the National Capital Region and Bengaluru, in the coming weeks, the people said, on the condition of anonymity.

Glam Pass is likely to remain brand-specific not platform-wide to focus on targeted benefits for labels already preferred by shoppers, instead of generic perks across the marketplace. Broader programmes like Amazon Prime and Flipkart Black bundle the benefits across products as well as brands.

Nykaa did not respond to Mint’s emailed queries.