Nykaa is the largest beauty shopping destination in India, offering a wide variety of beauty merchandise ranging from hair and makeup to skincare products. The company began as an ecommerce site in 2012 and, thanks to tremendous growth, has since opened five physical stores. Nykaa was looking to expand their digital marketing capabilities after they realized that they were only reaching about 2 to 3 percent of their overall cookie ad pool. With India moving towards a mobile-first society, they also wanted to ensure their digital campaigns were reaching customers on their preferred platforms, whether on a mobile browser or the Nykaa app.


Nykaa achieved a significant increase in sales by leveraging Criteo’s mobile and in-app retargeting solutions. With Criteo Dynamic Retargeting, Nykaa delivered highly personalized ads to shoppers in their preferred format, based on their browsing behavior. The Criteo Engine, which powers Criteo Dynamic Retargeting, used insights from our massive data pool to understand a shopper’s readiness to purchase, and identify what products they’d be most interested in. It also provided a single view of each shopper for a seamless experience across devices, apps, and browsers.


Criteo Dynamic Retargeting delivered:

  • 5X increase in sales
  • 54% increase in Average Order Value
  • 7X increase in ROI

“Criteo’s performance marketing solutions, based on machine learning technology, are intelligently configured to know the exact moment at which to target a consumer. Criteo’s technology allows us to engage shoppers on both our app and website, which is extremely critical given that more consumers are primarily using their mobile devices to surf and purchase our products. We plan to do more to engage new and prospective customers moving forward using Criteo’s retargeting solutions and we’re confident that Criteo will be able to help us achieve our business objectives.”

– Hitesh Malhotra, Chief Marketing Officer, Nykaa.com


Increase in sales


Increase in Average Order Value


Increase in ROI