Nykaa to acquire 82% of Simply Nam for up to Rs 33 crore

Nykaa plans to acquire an 82% stake in premium professional makeup brand Simply Nam for up to Rs 33 crore, with the transaction expected to close in Q3FY27 subject to regulatory approvals and closing conditions. Simply Nam reported FY26 net revenue of Rs 17 crore and will remain partly owned by founder Namrata Soni.

What is Nykaa acquiring from Simply Nam?

Nykaa is acquiring 82% of Simply Nam for consideration of up to Rs 33 crore, according to the transaction terms disclosed in its Q2FY27 presentation. The proposed deal brings Simply Nam, a premium professional-grade makeup brand, into Nykaa’s House of Nykaa portfolio rather than making it a wholly owned business.

Namrata Soni will retain the remaining 18% stake in Simply Nam and will serve as co-founder and chief product officer, or CPO. Nykaa said her role will cover product development, content creation, brand strategy, marketing and education, retaining the founder’s involvement in the brand after the proposed acquisition.

The deal is not yet complete. Nykaa has stated that closing is expected in Q3FY27 and remains subject to regulatory approvals and other closing conditions. The disclosed consideration is also expressed as “up to” Rs 33 crore, rather than as a final fixed payment.

Why is Simply Nam important to Nykaa’s makeup portfolio?

Simply Nam gives Nykaa a position in specialised, premium professional makeup, a space the company identifies as a whitespace in its makeup portfolio. Founded in 2020 by celebrity makeup artist Namrata Soni and venture studio Bozzil Group, Simply Nam is built around products formulated for Indian skin tones and a professional makeup proposition.

The brand reported Rs 17 crore of FY26 net revenue and said revenue had grown five times over four years. Its presentation also states that 90% of formulations are custom developed, while named products include The Ultimate Kajal, Satin Soft Liquid Lipstick and Pixie Dust Glitter.

Nykaa places Simply Nam at the highest stated makeup price band among its three highlighted makeup brands. Nykaa Cosmetics has an average selling price, or ASP, of Rs 250 to Rs 750, while Kay Beauty is at Rs 750 to Rs 1,250 and Simply Nam is at Rs 1,250 to Rs 2,000. This places Simply Nam’s ASP range above Kay Beauty’s upper boundary by Rs 750 and above Nykaa Cosmetics’ upper boundary by Rs 1,250.

The three brands are also presented with different consumer propositions. Nykaa Cosmetics targets younger beauty consumers through trend and pop-culture-led launches, while Kay Beauty is positioned as celebrity-led, inclusive makeup with skincare-infused products. Simply Nam is positioned as a celebrity makeup artist brand focused on professional-grade products and Namrata Soni’s approach to enhancing natural beauty.

How does Simply Nam fit into House of Nykaa?

Simply Nam is classified as a specialised makeup acquisition in Q2FY27 within House of Nykaa. The portfolio chart separates specialised, luxury, premium and core brand positions across makeup, skincare, haircare, bath and body, fragrance and wellness, showing the role intended for the acquired brand alongside Nykaa’s existing labels.

In skincare, the same chart identifies earth rhythm as a specialised derma-led and clean beauty brand, while Aminu was acquired in Q1FY27 as a luxury premium dermocosmetic skincare brand. Simply Nam therefore follows an earlier Q1FY27 acquisition in a different category, with its announced Q2FY27 acquisition aimed at premium professional makeup rather than skincare.

Nykaa’s wider owned-brand business provides context for the proposed addition. House of Nykaa net sales value, or NSV, rose to Rs 535 crore in Q2FY27 from Rs 385 crore in Q2FY26, a 39% year-on-year increase. It was also more than three times the Rs 153 crore reported in Q2FY24.

The brand portfolio already contains large annualised NSV contributors. Dot & Key reported Rs 1,300 crore annualised NSV in Q2FY27, while Kay Beauty and Nykaa Cosmetics reported more than Rs 350 crore and more than Rs 300 crore, respectively. Simply Nam’s disclosed FY26 revenue of Rs 17 crore is a separate revenue measure, so it should not be treated as directly comparable with those annualised NSV figures.

What synergies does Nykaa expect from the deal?

Nykaa says its scale, reach, omnichannel ecosystem and experience scaling makeup brands can combine with Simply Nam’s product innovation, formulations and education-led community. This is management’s stated rationale for future growth, not a disclosed revenue, profit or cost-synergy target.

The company’s Q2FY27 channel mix shows the routes available to its owned brands: Nykaa Online represented 37% of House of Nykaa NSV, Nykaa Stores 10%, Nykaa B2B 21%, exports 4% and other third-party channels 28%. Together, Nykaa Online and Nykaa Stores accounted for 47% of NSV, while B2B and other third-party channels accounted for 49%.

Simply Nam brings an education component linked to its founder’s professional background. Namrata Soni has more than 25 years of experience as a celebrity and bridal makeup artist, an advanced degree from Delamar Academy in London and more than 50 awards and recognitions, according to the presentation. The brand also lists a 2026 Grazia India award for best eyeshadow and recognition at the 2025 Elle Beauty India Awards and Grazia India Beauty Awards.

Nykaa has not disclosed a financial forecast for Simply Nam after the expected Q3FY27 closing. It has also not provided the payment structure within the maximum Rs 33 crore consideration, future ownership changes, or quantitative targets for distribution, products or profitability.

Conclusion

The proposed Simply Nam transaction would give Nykaa an 82% holding in a Rs 17 crore FY26-revenue makeup brand positioned at an ASP of Rs 1,250 to Rs 2,000. It fills the specialised professional-makeup position in a portfolio that already spans core, premium and luxury beauty labels, while founder Namrata Soni retains an 18% stake and an operating product role.

The next disclosed milestone is the expected Q3FY27 closing, subject to regulatory approvals and closing conditions. Readers should watch whether Nykaa completes the transaction on that timetable and whether subsequent disclosures provide the final consideration, integration details or measurable targets for Simply Nam’s distribution and growth.