Mumbai: Painting the town pink, the inaugural edition of Nykaaland kickstarted with an exclusive preview of this first-of-its-kind beauty festival in India. Mahalaxmi Racecourse was completely transformed into a wonderland of beauty with creatively designed zones such as The Illuminator, the festival area featuring immersive brand activations along with visually appealing Nykaaland Instagrammable installations, The Spotlight stage for all things entertainment and The Foundation featuring over 80 iconic international and Indian beauty brands with their extensive product ranges.
Promoted and co-produced by BookMyShow Live, the live entertainment division of BookMyShow, India’s leading entertainment destination along with Nykaa, India’s most preferred beauty and lifestyle retailer, the exclusive first-look preview inaugurated Nykaaland, opening up doors to beauty enthusiasts from all over the country for a fun-filled two-day adventure on 4 and 5 November in the wonder-world of all things beauty, fashion, lifestyle with a dash of entertainment, culinary goodness and more!
The inauguration of Nykaaland also marks the foray of BookMyShow into yet another spectrum in an allied industry such as beauty, expanding the horizon of traditional live entertainment to curate a world of beauty that is engaging, immersive, and speaks the language that consumers resonate with. With consumer-centricity at the core of events and IPs produced by BookMyShow, Nykaaland is no different! Partnering with Nykaa, the go-to platform for all things beauty for consumers and home to an impeccable roster of international and Indian beauty brands that are most sought-after, BookMyShow leveraged its expertise as an IP curator, creating the core concept and ethos of the festival, design aesthetics, culinary indulgence, programming and production of the festival. Another core aspect of bringing to life, this IP was introducing elements beyond the purchase of beauty products by creating various touchpoints of consumer experience on-ground through masterclasses, workshops, product launches, education, sustainable beauty and more, along with interludes of entertainment throughout.
Commenting on the success of the preview, BookMyShow chief of business – live entertainment, Owen Roncon said, “Nykaaland is a celebration of beauty, lifestyle, creativity with a blend of entertainment, innovation, immersive experiences, state-of-the-art production and culinary prowess. For the debut edition of Nykaaland, our expertise in curating, building and producing large-scale entertainment events and unique IPs has embraced new concepts with world-renowned celebrities, influencers and brands being on-boarded in this partnership with Nykaa. Offering an unparalleled experience to the audience is the primary goal for us with every new IP and with Nykaaland, the stakes are higher as we enter a new realm of beauty and entertainment – a buzzing industry waiting to be tapped in an immersive experiential manner. Across different formats, we have ensured sustainable efforts are at the forefront and the same has been implemented for our consumers who will experience this extraordinary festival on-ground. It’s time for the live entertainment space to grow multi-fold across unexplored genres and we are optimistic this is just the beginning of a revolution in the ecosystem!”
Janhvi Kapoor, HRVY (UK’s pop music sensation) along with Masaba Gupta, Nushrratt Bharuccha, Alaya F, Shivshakti Sachdev and Vahbbiz Dorabjee joined in the celebrations as BookMyShow and Nykaa raised a toast to India’s first-ever beauty festival, Nykaaland. Also spotted lighting up the venue in their glamourous best were notable entrepreneurs and influencers including Muskan Chanchlani, Diipa Buller-Khosla, Aastha Shah and Sunayana Fozdar among others. As the evening drew to a close, indie band ONEmpire took the stage and ensured the crowd had a ball through the evening.
Over the weekend on 4 and 5 November, festival-goers can expect a treat in beauty, entertainment and a whole host of other fun elements that Nykaaland has to offer which were revealed in the sneak-peak at the preview today.
From renowned makeup artists, hairstylists, skincare experts and beauty influencers, the best in the business are all set to be under the spotlight over the weekend to demonstrate cutting-edge techniques and trends, engage with the audience and share their experiences and expertise.
● First up on 4 November is the global sensation best known by his Instagram moniker MakeupByMario famous for creating the most flawless version of an individual's natural beauty! Mario Dedivanovic has been a long-time make-up artist for Kim Kardashian and other popular names. Makeup Master Class by Mario Dedivanovic, a globe-trotting experience that has been an attraction for professionals, apprentices, students-in-training and make-up enthusiasts across the world, will now land at Nykaaland, giving makeup lovers a chance to catch him at work, receive a participation certificate and exciting beauty goodies
● Prepare for an extraordinary surprise at Nykaaland as Katrina Kaif, one of India’s biggest actors, is all set to make a grand entrance during the Kay Beauty masterclass. She'll whisk attendees to the Kay booth for a live demonstration, showcasing the incredible new Kay Beauty Eyeshadow Palette. But that's not all - get ready for an engaging Q&A session with Katrina as she throws exciting challenges to the crowd.
● Lakmé will bring their OG muse Lisa Haydon, to Nykaaland for an exciting masterclass led by renowned makeup artist Daniel Bauer. Learn the art of Glitterati with Lakmé and how to make the most of glitter this festive season. P.S. the cherry on top, you could also be a part of creating a Guinness World Record!
● National Award-winning actor Kriti Sanon is all set to unveil the latest sensation in lip care - brand-new lip balms from her very own beauty brand Hyphen. Witness the grand revelation of these lip balms for the very first time and get a sneak peek into the future of lip care and style. This is a moment you wouldn't want to miss!
● Get ready to be captivated by the Mane Man for Schwarzkopf Professional, Jim Sarbh, as he unveils the secrets to perfect hair care and styling. Join him in launching the latest Schwarzkopf Professional brand film and experience the magic as he takes center stage under The Spotlight.
● A magical surprise for all beauty lovers! The gorgeous Banita Sandhu is set to be seen in a bridal look for the very FIRST time as Charlotte Tilbury unveils their 3 ICONIC Indian Wedding looks during a masterclass with celebrity makeup artist Tanvi Chemburkar
● In line with Nykaaland’s spirit of self-expression, the festival will play host to an incredible line-up of the best international and Indian music and entertainment talent. Nykaaland will be headlined by none other than the UK’s sensational pop icon HRVY and India’s most loved house music icon Ritviz. With a sold-out debut UK and European tour featuring runaway hits including “I Wish You Were Here” and over 3 billion combined global streams, HRVY returns to India with Nykaaland. Tapping into classical roots to create new-age music, few Indian artists have experienced the meteoric rise to fame that Ritviz has with hits such as Udd Gaye, Liggi, and Jeet garnering over 1.5 billion combined streams to become amongst the highest in the Indian indie music space
BookMyShow entertainment destination has been making compelling strides in India’s entertainment ecosystem through its live entertainment division BookMyShow Live across live music, comedy, performance, sports, theatricals and more. With Nykaaland, BookMyShow has expanded live entertainment’s potential into untapped segments like beauty in a first for India, as the pioneer of unparalleled out-of-home live entertainment experiences.
Co-produced by BookMyShow Live and Nykaa, Nykaaland is a one-of-a-kind beauty & lifestyle festival that offers an immersive and inclusive experience, featuring everything from exclusive product launches to unforgettable entertainment. Don't miss out on this unparalleled beauty extravaganza!
Nykaaland is generously supported by RuPay as the Presenting partner and the Singapore Tourism Board as the Destination partner for the festival.
