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Fashion's Back in Vogue for Nykaa
Financial Express Chennai
|June 03, 2025
Firm Scales Rapid Delivery Model to More Metros
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NYKAA, formally known as FSN E-Commerce Ventures's beauty and personal care (BPC) net sales value (NSV) grew by an impressive 26% y-o-y in Q4FY25, significantly outpacing the estimated 10% y-o-y growth of the online beauty market (as per I-Sec estimates). This growth was achieved despite a 200 bps q-o-q reduction in discounting intensity.
Advertising revenue, at 5.5% of BPC GMV (excluding owned brands), has not yet recovered. However, we believe this remains a key lever for margin improvement in FY26E. Average order value (AUTC) growth was sustained at 27% y-o-y, while marketing expenses declined by 110 bps q-o-q as a percentage of NSV, indicating better cost efficiency.
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