Bengaluru, Jan. 6 -- Beauty marketplace Nykaa (Fsn E-Commerce Ventures Ltd) is rolling out a brand-linked loyalty feature-Glam Pass-that rewards repeat purchases on select cosmetic and skincare labels such as NYX Professional Makeup, Minimalist, and Nykaa Cosmetics, according to two people close to the development.

Priced from Rs.39, Glam Pass offers shoppers a 10% discount, up to Rs.300, on their first three purchases and is valid for three months. The feature is currently live for select users in Mumbai and is expected to be rolled out to other cities, including the National Capital Region and Bengaluru, in the coming weeks, the people said, on condition of anonymity.

Glam Pass is expected to remain brand-specific rather than platform...