Nykaa, India’s leading beauty retailer, has partnered with Rare Beauty, the brand founded by Selena Gomez, to strengthen its premium beauty offering. The deal makes Rare Beauty available across Nykaa’s online platforms and 30 physical stores, tapping into rising demand for prestige beauty products among Indian consumers. For overseas suppliers and distributors, this signals Nykaa’s deepening commitment to international brand partnerships and its growing influence as a gateway to India’s premium beauty market.
Partnership details
Rare Beauty products will be sold through Nykaa’s digital channels and 30 stores nationwide, leveraging Nykaa’s beauty-focused retail network to widen the brand’s reach in India. The partnership aligns with Nykaa’s strategy of expanding its international brand portfolio to cater to consumers increasingly spending on premium and prestige beauty products.
Nykaa’s financial performance
Nykaa reported revenue of ₹2,648 crore (approx. $320 million) in its latest quarter, up 28.4% year-on-year, with net profit rising to ₹79 crore—its highest quarterly profit since listing. The beauty segment remains the company’s strongest-performing business, underscoring its capacity to drive growth for partner brands.
Brand positioning and market relevance
Launched in 2020, Rare Beauty has built a strong global following among Gen Z and millennial consumers, with products like the Soft Pinch Liquid Blush gaining popularity on social media. The brand emphasizes inclusivity, self-acceptance, and mental health advocacy, resonating with India’s evolving beauty consumer base.
Executive perspectives
In a video message, Selena Gomez said, "Hi guys! I'm so excited to share that we're bringing Rare Beauty to Nykaa in India. Nykaa is such an amazing partner and it makes me so happy to keep growing Rare Beauty in India. You'll now be able to shop both in stores and online."
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, commented: "Rare Beauty has established a distinctive global presence through its strong brand philosophy, deep consumer resonance, and thoughtfully curated product portfolio. The launch further reinforces our commitment to strengthening India’s premium beauty ecosystem."
Scott Friedman, CEO of Rare Beauty, added: "India remains an important market for us. Nykaa has built a powerful beauty community in India, and together, we’re excited to make Rare Beauty more accessible while continuing to foster authentic connection, self-acceptance, and belonging."
What buyers should watch
For overseas beauty brands and distributors, this partnership highlights Nykaa as a key channel for entering India’s premium beauty market. With a market capitalization of nearly ₹77,000 crore (approx. $9.3 billion) and strong beauty segment growth, Nykaa offers a robust platform for international brands seeking to reach India’s high-spending consumers. Brands with strong social media appeal and inclusive positioning may find similar opportunities.
Source: Read the original report | Published: June 04, 2026