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Nykaa for sustainability

Have you ever had the need to order food on Zomato, but ended up scrolling the app for ages and thinking for so long about what you want, that you finally just decide to dine out or cook? This project tries to understand the reasoning behind this behavior and possible solutions to overcome it.


How we approached this...



I tried to assess how many users face this issue, why do they do it, and how do they solve this solutions from their end. I also went into analyzing the behaviour psychology behind this.



Trying to find connections between interview insights and secondary research . Slowly delving deeper to understand the issue.



Sketching it out and trying out different approaches and ideas. Finally sticking to a system that helps.


Understanding user attitudes and actions...

Primary research was done in the form of personal interviews and Google forms


What are sustainable brands doing?

Defining the problem

Customers purchasing beauty products find it difficult to remain conscious consumers due to lack of availability, accessibility and affordability of sustainable beauty products.

The experience of buying beauty products should be fulfilling, guilt-free, and rewarding for both the consumers and beauty brands.

The transition toward responsible consumption will not only improve the lifestyle of current and next generations to come, but will also help reduce global warming and save our environment.

Design interventions

Nykaa Cafe 

In collaboration with local organic brands to give users a space to connect and build community


An experience to learn more about making your own makeup and gain gift hampers.

Refilling Booth

For refilling Nykaa cosmetics in customized refill bottle for a few products to help customers start their sustainable journey

Redesigning Nykaa app

To involve the new sustainable campaign and give out rewards

Recycling Station

To deposit empty beauty products packaging to help user's concern about waste.

Cafe Maquillage

Cafe Maquillage will provide nourishing, wholesome, and fresh foods which give a sense of refreshment for our customers.

The cafe can be located inside the Nykaa stores in malls or beside them.

Campaign promotion on Nykaa app

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Home page

Upon clicking the poster it redirects to Nykaa physical store page.

User can enter their pincode to find the nearest store and get details about the events taking place.

Earning rewards


Users get rewards points upon a sustainable purchase.

Posters about makeup making workshops will be put in the purchase page

DIY make-up workshops


DIY skincare workshops teach to make natural makeup. These workshops will take place in the cafe and sometimes in the mall space. Later Nykaa could sell DIY makeup kits to make up at home.

Awareness about refill drive through gift hampers

A customized bag of gifts with their names for the workshop attendees. This will be given out occasionally. These bags will contain some products which are refillable, this is one of the mediums to

introduce the refill service of Nykaa.

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