The rapid growth of social media platforms has revolutionized the way businesses connect with consumers and market their products. This study aims to investigate the social media marketing strategies employed by Nykaa, a prominent e-commerce platform specializing in beauty and cosmetics, and the subsequent impact on consumer behavior.The studys results are not only relevant to Nykaas marketing team but also hold implications for other beauty and cosmetics brands and businesses operating in the e-commerce domain. In a competitive market environment, the findings can help marketers develop innovative and targeted social media campaigns that resonate with their target audience, thereby optimizing their marketing efforts and achieving sustainable business growth.