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Published
Feb 7, 2022
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Nykaa Fashion launches new accessories brand IYKYK

Published
Feb 7, 2022

Nykaa Fashion has launched a new private label accessories brand named ‘IYKYK’ which retails a wide selection of handbags and footwear on the business’ multi-brand e-commerce store. 

Screenshot of IYKYK on Nykaa Fashion's e-commerce - Nykaa Fashion


The accessories line sees Nykaa expand both its private label offering and its women’s accessories segment. The brand’s maiden collection is bright, retro-inspired, and features a range of handbags and footwear designed to be styled with everything from party wear to everyday wear. Details including knotted leather cord and oversized chains give the collection a 1980s feel and early 2000s fabrics including blue denim for footwear orientate the line to a Gen Z audience. 
 
IYKYK’s first collection features more casual pieces including backpacks, slip-on sandals, and tote bags as well as evening wear options such as heels, evening bags, over-the-knee boots, and metallic accessories. The brand is priced in the mid-section of the market and launched 112 different products on Nykaa Fashion’s e-commerce store.   

Nykaa Fashion, the multi-brand fashion arm of omni-channel beauty giant Nykaa, has launched a number of private label brands on its e-commerce store including Nykd by Nykaa, RSVP, and Gajra Gang, among others. Private label brands usually have higher profit margins due in part to fewer logistics costs, making them an attractive investment for multi-brand retailers, especially in the fashion and beauty markets. 

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