Published Paper Details:

The Indian beauty market is expected to rank among the top 5 worldwide markets in terms of revenue as it continues to expand. The Indian customer is more exposed than ever to foreign brands and is supported by significant technological advances. The favourable elements for people to invest in this business include rising disposable income and image sensitivity. A few years ago, touch, feel, and smell in-store experiences were more important to the success of businesses like cosmetics and personal care. The shifting fashions have shown that the personal care and beauty sectors are not exempt from the digital mode. The study aims to comprehend the impact of pricing, promotions, and advertising on online cosmetic purchases. Google Forms was used to assess a survey with 30 participants. The findings demonstrate how customer purchase behaviour while buying cosmetics online is influenced by pricing, marketing, and discounts. Also, the study highlights how e-commerce platforms have altered how customers select online shopping over physical shopping, as well as the elements impacting consumer purchasing behaviour and satisfaction with cosmetics and beauty items in relation to an online platform, Nykaa. Also, considerable effort has been made to research the potential Nykaa customers' purchasing and consuming habits. Although Nykaa has had outstanding development in the Indian cosmetics market, the sector's allure tempts a lot of rivals It makes it crucial for Nykaa to analyse and fulfil customer buying behaviour in order to strategy market dominance.