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Nykaa gets board approval to buy digital lifestyle platform Little Black Book

LBB has grown from a Tumblr blog to a buzzing online marketplace.

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Mumbai: Nykaa has confirmed its board's approval for the acquisition of Iluminar Media’s Little Black Book (LBB), a millennial-focused lifestyle discovery platform. This is in line with Nykaa's fundamental, content-first strategy for connecting with its devoted customer base.

LBB is a popular content hub thanks to its sizable, discerning user base, content creation ability, curation mindset, and connections to up-and-coming brands. Nykaa believes that LBB's emphasis on the fashion, home, and beauty categories will complement Nykaa's strong points.  

Nykaa spokesperson Nihir Parikh said, “At Nykaa, we are committed to offering the best to our consumers and making their shopping experience delightful. We are excited about the strong synergies we share with LBB, much like Nykaa, they have sharply focused on driving discovery and spotlighting promising homegrown brands across their channels since day one.”

“We welcome their like-minded leadership into the Nykaa family and look forward to helping them scale, as together we better serve our audience base,” added Parikh.  

According to Nykaa, its market leadership in beauty and lifestyle is a result of its core strengths, which include a content-first approach, curated offerings, and a discovery-led shopping experience. LBB's strengths in these areas will complement Nykaa and Nykaa Fashion's vision of constantly enriching their customers' shopping experiences.  

LBB co-founder and CEO Suchita Salwan said, “Through this partnership with Nykaa, we’re excited to scale to even greater heights. Together, we want to drive value to Nykaa and LBB’s shared goals to build discovery for India’s emerging brands through content, community, and a discovery-first approach.”  

She further added, “LBB’s robust content creation capabilities and creator network will be leveraged within Nykaa’s platforms to drive consumer engagement and retention, further scaling reach and engagement for our brand partners.”

Suchita Salwan and Dhruv Mathur co-founded LBB (Little Black Book) in 2015, and it has grown from a Tumblr blog to a popular online marketplace.  LBB has established a brand and an audience among India's urban millennials, reaching over 70 million users through various channels. Their emphasis on audience engagement through content and discovery has made them a brand beloved by both users and brand partners.

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