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Picture this: a Gen Z creator opens Snapchat, experiments with AR makeup filters, and suddenly finds herself at the center of India’s next big beauty movement. That’s exactly what Nykaa and Snapchat are betting on with their newly launched Gen Z Beauty Creator Incubator Program: a first-of-its-kind initiative spotlighting new-age beauty voices and redefining digital influence in the most Snap-worthy way possible.
The Why Behind the Collaboration
The August 2025 “ET Snapchat Gen Z Index” found that 79% of Indian Gen Z use AI and AR daily, to express themselves creatively. Another report from August 2025 noted that AR Lenses on Snapchat capture two times more attention from Indian Gen Z than conventional ads on other platforms.
Meanwhile, the 2025 Nykaa X Redseer Beauty Trends Report highlights that Gen Z influences purchasing decisions through content-led discovery, an ingredient-first mindset, and demands for authenticity in brand narratives. And Nykaa was able to tap into this insight, resulting in growth of its Gen Z consumer base.
So when these two digital-first powerhouses joined forces, the intent was clear: tap into a generation that doesn’t just consume beauty, they create and channelize it.
What the Program Means for the Industry
The Nykaa x Snap Star Beauty Incubator Program aims to nurture emerging beauty creators by offering mentorship, visibility, and tools to tell their stories through immersive formats. This can lead to monetization of their account and getting access to exclusive events, shoots, merch and much more.
This move isn’t just a marketing campaign, it’s a strategic brand-community play. Snapchat gets to strengthen its positioning as a creativity hub, while Nykaa deepens its relationship with digital-native audiences by empowering the very creators who influence them.
Why It Works
Gen Z doesn’t trust ads; they trust creators who reflect their values. And beauty isn’t just about looks anymore. It’s about identity, representation, and self expression. By leveraging Snapchat’s creator ecosystem and Nykaa’s industry expertise, this initiative taps into the “creator-commerce” flywheel—where community drives commerce and authenticity drives loyalty.
In an age where every scroll is a stage, Nykaa and Snapchat have created a space where Gen Z’s voice isn’t just heard, it’s spotlighted.
Because in the new beauty economy, filters aren’t for hiding, they’re for telling one’s story.
Written By:
Yashi Bhatia
