Last updated : April 24, 2026 5:16 pm
Rolled out across 14 stores, the initiative encourages customers to return empty beauty packaging and take a simple step towards more conscious consumption.
This Earth Day, Nykaa introduced ‘Recycle and Rewards’, a programme designed to bring responsibility into the heart of everyday beauty, and move meaningfully towards a more conscious beauty economy. Launching across 14 select stores, in line with Nykaa’s 14th birthday, the initiative invites customers to return their empty, used beauty packaging and take a small but powerful step towards a more conscious routine. This initiative will be rolled out across Nykaa stores in India in a phased manner.
Starting across key markets including Mumbai, Delhi, Gurgaon, Bangalore, and Kolkata, the programme is available at select stores such as Palladium, Linking Road, Mumbai Mall of India, Noida, DLF Avenue Mall Saket, Delhi and 100 ft Road, Bangalore. At each participating store, a dedicated recycling bin serves as a simple starting point, making it easier for customers to integrate responsible disposal into their beauty journeys.
The process is designed to be seamless. Customers can clean their beauty empties at home, bring them to a participating Nykaa store, and drop them into the recycling bin. As an immediate benefit, they receive Rs 100 off on same-day in-store billing, along with 1,000 reward points per empty credited to their Nykaa account, capped at a maximum of 10,000 reward points per visit. These rewards are redeemable both online and in-store.
Open to all beauty and personal care packaging with no minimum threshold, the programme is designed to encourage consistent participation rather than one-time action. As an always-on initiative, it aims to build long-term habits, where small individual actions, like dropping off an empty, can collectively drive meaningful environmental impact.
Behind the scenes, all collected waste will be routed through Nykaa’s existing network and processed in line with its waste management practices, working with authorised recyclers to ensure responsible handling and recycling of materials. This structured approach ensures that what is collected does not end up in landfills, but is channelled back into the recycling ecosystem.
Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said, “Over the past 14 years, Nykaa has been built on the belief that beauty can inspire confidence, but it must also be responsible. With ‘Recycle and Rewards’, we are taking a step towards making sustainability more accessible and actionable for our consumers, integrating it seamlessly into their everyday beauty journeys. As consumption grows, so does our collective responsibility, and this initiative is designed to encourage mindful choices while rewarding positive behaviour. This is not a standalone effort, but a continuation of Nykaa’s long-term commitment to building a more sustainable beauty ecosystem.”
Building a More Conscious Beauty Ecosystem
Through its Nykaa 10x10 initiatives: Sustainability at the Core of Operations, the vision comes to life across everyday decisions, quietly reshaping how beauty is experienced, delivered, and consumed. Nearly every order, 96% in FY25, reached customers in more sustainable packaging. Behind the scenes, materials are not discarded but reimagined 160 MT of plastic and 2,003 MT of carton waste recycled.
At Superstore by Nykaa, 1.5 million brand boxes found a second life in FY 25. Within House of Nykaa warehouses, every corrugated box was reused, turning routine operations into powerful acts of reduction and reuse.
A growing portfolio of clean, cruelty-free, and conscious beauty invites consumers to participate in this journey, making choices that are as responsible as they are aspirational. From warehouses to retail floors, these interconnected efforts are shaping a future where beauty and responsibility move together.