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Indian startups drive expansion of cosmetics market

Nykaa rolls out social marketing as pandemic facilitates e-commerce penetration

Indian cosmetics retail platform Nykaa features videos that teach people how to use cosmetics products. (Screenshot from Nykaa's website)

MUMBAI -- A startup is fast becoming the driving force of India's cosmetics market by absorbing demand from young consumers who buy affordable items on e-commerce platforms.

Cosmetics retail platform Nykaa has teamed up with L'Oreal of France to provide a virtual makeup try-on service via smartphones.

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