Nykaa Fashion on a pursuit to unearth ‘Hidden Gems’ – a curation of homegrown fashion labels on the rise!

~ Discover boutique labels and their stories, handpicked from across India ~


Nykaa Fashion, the multi-brand fashion e-commerce platform,continues to present elevated fashion choices to consumers through irresistible curations that spotlight not just brands but their backstory too.In an ongoing effort to celebrate and bring to fore local fashion brands from across the country, the platform proudly presents- Hidden Gems- a curation of homegrown labels sieved and handpicked by the discerning style experts at Nykaa Fashion. The local brands featured under Hidden Gemscapture the essence of Indian heritage, while interpreting global trends, and advancing craft techniques.Honoring the past and shaping the future, these homegrown labels are paving the way for a new generation of modern Indian design. Nykaa Fashion is committed to enabling shoppers discover the best and most premium picks from each brand, while ensuring the story and the process behind the craft finds due visibility across its web, social and app platforms. These labelsnot only deserve your attention but also a place of pride in your wardrobe. From a mix of traditional and contemporary womenswear to jewellery, bags, footwear and more, the roster of niche labels represents the power of regional talent and Nykaa Fashion’s endeavor to support them.

So why wait until the last minute for your festive shopping this season? Under the collection of Hidden Gems,you will find Indian wear ranges from elevated basics to lightweight occasion wear and even options for intimate weddings. Choose from block printed kurta sets and breathable ethnic dresses from Gulaal, House of Three and Nuhh, or bookmark your puja outfits from labels like Resha, Baise Gaba and Aapro already.Complete the look with gold tinted jewellery and traditional pieces set with gemstones from handmade, locally produced boutique labels. Meanwhile contemporary brands such as Kapraaha, Fancy Pastels, Gur and Poppi are worth noting, to update your everyday closet with more meaningful pieces. The thoughtfully curatedcatalogue also extends to accessory labels on the rise like The Leather Garden, VareliBafna, Paio, and more that explore the possibilities of combining local craftsmanship with fashion-forward design.