Nykaa Fashion, the e-commerce platform of India’s largest online cosmetics retailer, has acquired online jewellery brand Pipa Bella to strengthen its accessories category. Pipa Bella will continue to offer its services on its own website and extend this functionality as a consumer brand under the Nykaa Fashion portfolio. Founded by Shuchi Pandya in 2013, Pipa Bella targets the 22–35-year-old urban-women segment, offering more than 1,500 jewellery styles, including custom-made and readymade accessories. Pipa Bella, along with other consumer brands, will also be an integral part of Nykaa Fashion’s offline expansion this year. The Nykaa-Pipa Bella deal comes when India’s largest online cosmetics retailer is looking to launch an initial public offering (IPO) some time this year.