Nykaa has acquired an 82% majority stake in Simply Nam, a premium cosmetics brand founded by celebrity makeup artist Namrata Soni, for a cash consideration of ₹33 crore. The acquisition gives Nykaa control of the Mumbai-based beauty company while allowing Soni to retain an 18% stake and continue contributing to the brand’s product development.
Founded in 2022, Simply Nam has recorded steady financial growth, with its turnover increasing to ₹17 crore in FY26 from ₹9.6 crore in FY25. The deal is part of Nykaa’s strategy to expand its portfolio of owned beauty brands and strengthen its presence in India’s premium makeup market, where demand for professional-grade cosmetics and specialised products is increasing.
Nykaa Acquires 82% Stake for ₹33 Crore
According to an exchange filing, FSN E-Commerce Ventures, the parent company of Nykaa, has approved the acquisition of an 82% equity stake in Simply Nam Beauty Private Limited on a fully diluted basis.
The transaction involves a cash consideration of up to ₹33 crore.
Namrata Soni will retain the remaining 18% stake in the business and continue her association with the brand. She is expected to serve as its co-founder and chief product officer, helping guide product development and maintain its professional makeup positioning.
The transaction allows Nykaa to take a majority ownership position while retaining the founder’s involvement in the company’s operations and creative direction.
| Acquisition detail | Information |
|---|---|
| Acquirer | FSN E-Commerce Ventures (Nykaa) |
| Target company | Simply Nam Beauty |
| Stake acquired | 82% |
| Transaction value | Up to ₹33 crore |
| Founding year | 2022 |
| Founder | Namrata Soni |
| Founder’s retained stake | 18% |
| FY26 turnover | ₹17 crore |
| FY25 turnover | ₹9.6 crore |
The acquisition adds another specialised beauty business to Nykaa’s portfolio of owned and controlled brands.
Who Is Namrata Soni?
Namrata Soni is a Mumbai-based celebrity makeup artist who founded Simply Nam in 2022.
She has built her professional reputation in the Indian beauty and entertainment industry, working with celebrities and developing expertise in makeup techniques and product application.
Simply Nam was established to bring professional makeup products to consumers who want products and formulations inspired by the requirements of makeup artists.
The brand operates in the premium cosmetics segment, offering products designed around makeup application, performance and usability.
Soni’s continued involvement is important because her professional experience and understanding of makeup requirements can help the company maintain its positioning after the acquisition.
Instead of integrating the business without its founder, Nykaa is retaining her as a key part of the brand’s leadership and product strategy.
Simply Nam’s Revenue Nearly Doubles in One Year
Simply Nam has demonstrated growth since its launch.
The brand reported turnover of ₹9.6 crore in FY25, which increased to ₹17 crore in FY26.
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This represents growth of approximately 77% in one year.
Although Simply Nam is considerably smaller than Nykaa’s established beauty businesses, its growth suggests that it has developed an expanding market presence.
For Nykaa, acquiring a business with existing products, customers and revenue could provide a faster route into a specialised cosmetics segment than building an entirely new brand internally.
The company can potentially use its distribution infrastructure, digital marketplace, retail stores and marketing capabilities to increase Simply Nam’s reach.
However, the acquisition’s future contribution will depend on whether Nykaa can sustain the brand’s growth while improving its distribution and operating economics.
Why Nykaa Is Expanding Into Premium Professional Makeup
Nykaa believes India’s beauty and personal care market is undergoing premiumisation.
Premiumisation refers to consumers increasingly choosing higher-priced products, specialised formulations and brands that offer differentiated quality or experiences.
The makeup market is particularly relevant because consumers are becoming more aware of product categories, application techniques, ingredients and professional recommendations.
Nykaa sees an opportunity in professional-grade cosmetics that can serve both experienced makeup users and consumers seeking products inspired by professional makeup artists.
Simply Nam fits this strategy through its association with Soni and its specialised makeup positioning.
The acquisition also gives Nykaa another opportunity to build a brand that it can control more directly rather than relying exclusively on distributing products manufactured by external beauty companies.
How Simply Nam Fits Into Nykaa’s House of Nykaa Strategy
Nykaa has been expanding its owned-brand portfolio under its House of Nykaa business.
The portfolio includes brands such as Kay Beauty, Dot & Key and Nykaa Cosmetics, covering different consumer segments and product categories.
These businesses allow Nykaa to participate in multiple parts of the beauty value chain, from product development and brand building to distribution and retail.
Simply Nam adds another specialised cosmetics brand to this portfolio.
The strategy has several potential advantages.
Greater control over products: Nykaa can work with the Simply Nam team on product development, formulations, packaging and positioning.
Access to an existing customer base: The company acquires an established brand rather than starting from zero.
Distribution advantages: Simply Nam can potentially benefit from Nykaa’s online marketplace, physical stores and marketing ecosystem.
Portfolio diversification: The acquisition adds another premium makeup offering, reducing dependence on a limited number of owned brands.
Nykaa can also use its understanding of consumer purchasing behaviour to identify product categories and price segments where Simply Nam could expand.
Nykaa’s Acquisition Strategy Continues
The Simply Nam transaction follows Nykaa’s broader strategy of expanding through acquisitions, investments and brand partnerships.
The company has been building its portfolio across beauty, personal care and fashion, while also strengthening its distribution capabilities.
Its acquisition strategy allows it to enter specialised categories, gain access to established brands and expand its product offerings.
This approach is particularly relevant in India’s beauty market, where international brands, domestic startups and celebrity-backed businesses are competing for consumer attention.
Rather than developing every product category independently, Nykaa can use acquisitions to bring existing businesses into its ecosystem.
However, acquiring a brand is only the first step. The company must also maintain its identity, retain customer loyalty and expand sales without losing the characteristics that made the brand attractive in the first place.
Nykaa’s Strong Q2 FY27 Performance Provides Expansion Capacity
The acquisition comes at a time when Nykaa is reporting strong financial growth.
For Q2 FY27, the company reported revenue from operations of ₹3,006 crore, up 28.1% year-on-year. Net profit increased 207% to approximately ₹101 crore.
EBITDA rose 65% to ₹263 crore, while its EBITDA margin improved to 8.7%.
The strong performance across its beauty and fashion businesses provides a favourable operating backdrop for continued investment in its brand portfolio.
Nykaa’s beauty business remains its largest growth engine, while its owned-brand portfolio is becoming increasingly important to its long-term strategy.
Simply Nam could benefit from this wider ecosystem if Nykaa successfully integrates the business and expands its reach.
The Bigger Picture
Nykaa’s acquisition of Simply Nam reflects the increasing importance of owned beauty brands in India’s competitive cosmetics industry.
The company is moving beyond being primarily a marketplace for international and domestic beauty products. It is also building a portfolio of brands that it can develop, distribute and scale through its own retail infrastructure.
For Simply Nam, the acquisition provides access to Nykaa’s customer base, marketing capabilities and distribution network. For Nykaa, it offers a specialised premium makeup brand with an established founder and a growing revenue base.
The success of the transaction will depend on whether the company can turn Simply Nam into a larger business without weakening its professional makeup identity.
Looking Ahead
Nykaa is expected to focus on expanding Simply Nam’s product portfolio, improving distribution and increasing its visibility among beauty consumers. Namrata Soni’s continued involvement could help maintain the brand’s professional positioning, while Nykaa’s retail and online infrastructure provides opportunities to reach a much larger audience. The company may also explore additional product categories as demand for premium makeup grows.
The acquisition highlights Nykaa’s ambition to become more than an online beauty retailer by building a wider portfolio of owned brands. If Simply Nam maintains its revenue growth and benefits from Nykaa’s distribution capabilities, it could become a meaningful contributor to the House of Nykaa portfolio. The longer-term challenge will be converting the brand’s existing momentum into sustainable profitability and stronger market share.
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