of cosmetics the biggest challenge will be obsolence the trends change faster than the seasons quips a rival retailer who did not wish to be quoted so even at around 2 billion sales bigger players like myntra or jabong have been burning cashthe consensus if they get distracted with new supply chain discounts they may end up losing their core proposition or else stay small or niche like nicobarfalguni though mentions better numbers we used to say we were similar to third generation ecommerce firms such as firstcry and lenskart she says but we have had almost three years of 100 growth on a big scale and thats allowed us to get to a very different size and scale and capability of growth our turnover is more than or even double of what some of these companies have had adwaita nayar rattles off a list of 250odd fashion labels that have already come on board critics ask if simply having great recall value with beauty customer in tieri cities will be enough for nykaa to sustain a whole new businesson the other hand basing its fashion venture on a comfortablyestablished customer base makes sense keeping in mind that 85 of their customers are women studies show that compared to seven of 10 women consuming fashion online only two or three consume beauty nykaa will further concentrate on the premium customer who spends rs 200020000 it would make the company relevant across a variety of lifestyle decisionsthis scaled play with multiple touchpoints is what gets investors like tpg excited high involvement products can be distributed at scale effectively through vertical ecommerce platforms because its more than just a price purchase argues shailesh rao india head of tpg growth fund that deployed rs 100 crore into the company in march i think in the personal care space in the cosmetic space theres a dearth of domestic brands or access and as people start to think about accessing those brands not only for the utility that they provide but the form of self expression that they provide you see this organic growth thats coming with the changing attitudes and interests of the population at largenykaas decision to branch out into fashion in just seven years of being has raised several eyebrows even as it had new investors private equity firm tpg growth capital after three years of breakthrough growth the omnichannel beauty retailer was facing an existential question that founders often grapple with diversify or go deep of course the nayar women rarely follow the beaten paththe long tail nature of the beauty business has always been a pain point for brick and mortar retailers since a vast variety of products need to be stocked to cater to varied preferences the nayars have turned the space upside down ecommerce allows a retailer like nykaa to stock a wider range of products and get wider access to consumers or what falguni likes to call the endless eye top 5 cosmetics cos