Mumbai: Nykaa has partnered with Rare Beauty, the globally acclaimed beauty brand founded by singer, actor and entrepreneur Selena Gomez, to launch the brand in India, further strengthening its premium beauty offerings and expanding access to globally sought-after beauty products for Indian consumers.
The launch marks Rare Beauty’s official entry into the Indian market through Nykaa’s omnichannel ecosystem, making the brand available on Nykaa’s digital platforms as well as select retail stores nationwide. The partnership brings some of Rare Beauty’s most popular products to India, including the Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil and the recently introduced True to Myself Natural Matte Longwear Foundation.
The move comes at a time when India’s premium beauty market is witnessing rapid growth, driven by increasingly informed and globally connected consumers seeking innovative products and elevated beauty experiences.
Rare Beauty, which debuted in 2020, has established a strong international presence through its focus on lightweight, inclusive and easy-to-use makeup products. The brand has gained widespread recognition for challenging conventional beauty norms while promoting self-acceptance and authenticity. Its product portfolio is vegan and cruelty-free, reflecting its broader commitment to conscious beauty practices.
With the addition of Rare Beauty, Nykaa continues to strengthen its position as a leading destination for international beauty brands in India, offering consumers access to globally trending products and emerging beauty innovations.
Commenting on the launch, Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said, “India’s premium beauty landscape is evolving rapidly, led by a new generation of highly informed and globally engaged consumers seeking elevated brand experiences and best-in-class innovation. Rare Beauty has established a distinctive global presence through its strong brand philosophy, deep consumer resonance, and thoughtfully curated product portfolio, making it one of the most influential beauty brands in the market today. The launch of Rare Beauty on Nykaa further reinforces our commitment to strengthening India’s premium beauty ecosystem by bringing globally sought-after brands closer to consumers across the country. We remain focused on curating differentiated and culturally relevant beauty experiences that align with the aspirations of the evolving Indian consumer.”
Highlighting the strategic importance of the Indian market, Scott Friedman, CEO of Rare Beauty, said, “India is a very important market for Rare Beauty, and we’re thrilled to partner with Nykaa to bring the brand to more people across the country. 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.”
Among the key products being introduced in India is the Soft Pinch Liquid Blush, one of Rare Beauty’s most recognised products globally. The launch portfolio also includes the Soft Pinch Tinted Lip Oil and the True to Myself Natural Matte Longwear Foundation, which has been developed with an inclusive shade range designed to cater to diverse skin tones.
Beyond its beauty business, Rare Beauty is also known for its social impact initiatives through the Rare Impact Fund, which supports youth mental health programmes globally and works with nonprofit organisations, including partners in India, to expand access to mental health resources
