Nykaa, India’s leading beauty, fashion, and lifestyle destination, today confirmed Board approval for the acquisition of LBB (Iluminar Media Pvt Ltd), a millennial-focussed lifestyle discovery platform. This aligns with Nykaa’s fundamental content-first approach to engaging with its loyal consumer base. LBB’s large, discerning user base, content creation capability, curation mindset, and relationship with emerging brands makes it an attractive content powerhouse. Their focus on fashion, home and beauty categories fits well with Nykaa’s areas of strength.

As a multi-brand, omni-channel retailer offering endless aisles of authentic domestic and international brands, Nykaa’s market leadership in beauty and lifestyle has been the result of its core strengths: content-first approach, curation-led offering and discovery-led shopping experience. LBB’s strengths in these very areas will complement Nykaa and Nykaa Fashion’s vision to continually enrich their consumers’ shopping journey.

Co-founded by Suchita Salwan and Dhruv Mathur in 2015, LBB (Little Black Book) has evolved from a Tumblr-blog to a buzzing online, curated marketplace. LBB has built a brand and audience amongst India’s urban millennials, reaching over 70 million users through their various channels. Their focus on audience engagement through content and discovery has made them a brand loved by their users and brand partners alike.