Premium Haircare Goes D2C Across Nykaa & Amazon India
Brillare · Nykaa & Amazon India
Overview
Brillare, a premium Indian haircare brand, needed to break through in the fiercely competitive beauty category on Nykaa and Amazon India. Shop Culture deployed a full-funnel brand strategy combining listing optimisation, premium A+ content, targeted advertising, and review velocity programs to achieve category leadership.
The Challenge
Fiercely competitive haircare category on both Nykaa and Amazon India.
Premium positioning required strong brand storytelling to justify price points.
Low organic visibility — brand was buried beneath established players.
Fragmented content across marketplaces with no unified brand voice.
What We Did
Category Strategy
Identified whitespace in the premium natural haircare segment and positioned Brillare as the category authority.
Content Overhaul
Created premium A+ content, brand stores, and image carousels that told the Brillare ingredient story.
Full-Funnel Advertising
Launched layered campaigns across Sponsored Products, Brands, and Display to capture customers at every stage.
Review Velocity
Deployed review acceleration programs to build social proof and improve conversion rates.
Results
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