The shares of Nykaa's parent firm FSN E-Commerce Ventures rose over 4 percent on Friday as the beauty, wellness, and fashion company's flagship Pink Friday Sale saw over 400 orders every minute, a growth of 40 percent from last year's Pink Friday.

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The biggest beauty sale in the country, Pink Friday, is currently live until November 28 on the website, app and Nykaa stores.

The omnichannel consumer-tech company announced that on Day 1, it recorded eight lakh orders. This year's sale saw more than 10 million visits, up 37 percent compared to the previous year.

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A slew of the brand offers led to Nykaa clocking a growth of 34 percent in unique visitors from 4.3 million on last year’s Day 1 to 5.8 million this year. Among categories that did well compared to regular days, purchases of make-up, skincare and haircare rose dramatically by 14X, 12X and 9X respectively.

Nykaa added that 57 percent of the purchases were made by shoppers from Tier 2 and Tier 3 cities collectively. Besides metros, the highest orders came from Lucknow, Chandigarh, Ghaziabad, Jaipur, Guwahati and Jammu.

“The phenomenal consumer response to our Pink Friday sale on Day 1, right after a successful festive season, reiterates our leadership in beauty. Along with unique deals, our unparalleled curations and interactive experiences such as Watch and Buy have driven extremely high engagement,” a Nykaa spokesperson said.

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The firm added that because of the ongoing wedding season, the sale saw luxury brands and make-up being scooped off at a significantly higher rate than non-sale days.

“With deals across categories offering up to a whopping 50% off on top brands, Nykaa also has exciting price drops and flash sales every day,” it said.

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