This Study Examines Nykaa’s Marketing Mix And Its Effect On Consumer Choices In The Competitive Beauty And Personal Care Industry. Nykaa Has Emerged As One Of India’s Leading Online And Offline Beauty Retailers By Effectively Implementing The 4Ps Of Marketing—Product, Price, Place, And Promotion. The Research Analyzes How Nykaa’s Wide Product Range, Competitive Pricing Strategies, Strong Online Presence, And Influencer-driven Promotional Campaigns Influence Consumer Purchasing Decisions. The Study Also Explores Factors Such As Brand Trust, Product Authenticity, Convenience, Discounts, And Personalized Recommendations. Data Collected Through Surveys And Secondary Sources Interpretation Primary Data Indicate That Digital Marketing, Social Media Engagement, And Customer-centric Strategies Significantly Impact Consumer Preferences And Brand Loyalty. The Findings Suggest That Nykaa’s Well-integrated Marketing Mix Plays A Crucial Role In Shaping Consumer Perceptions And Driving Repeat Purchases. This Study Provides Insights Into How Strategic Marketing Decisions Influence Buying Behavior In The Growing Online Skincare And Cosmetics Market.