Nykaa to take over Kiehl’s India operations in exclusive partnership with L’Oréal

Beauty and personal care major Nykaa will be taking over the India operations of US-based apothecary skincare brand Kiehl’s. This is a part of a strategic partnership with L’Oréal Luxe in India under which it will take over end-to-end responsibility for the India operations of the brand.Under the arrangement, Nykaa will manage Kiehl’s existing and upcoming exclusive brand outlets in India, the brand’s direct-to-consumer platform Kiehls.in, its digital ecosystem and multi-brand retail distribution. The brand will be integrated into Nykaa’s omnichannel ecosystem, giving it access to the platform’s over 42 million beauty consumers across its nationwide retail network and digital platforms.

The partnership also brings Kiehl’s onto Nykaa Now in select cities, enabling faster fulfilment and last-mile delivery for premium skincare consumers.
The move marks a strategic deepening of Nykaa’s decade-long relationship with L’Oréal. Over the years, the two companies have worked together on launching global brands in India and building newer beauty categories.
India’s beauty and personal care market is estimated to be a $40–45 billion opportunity by 2030, with luxury beauty emerging as a key growth driver. As consumers shift towards more regimen-led and ingredient-focused routines, science-backed premium skincare brands are seeing rising traction.Commenting on the development, Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said, “Nykaa and L’Oréal India have built a strong partnership over the past decade, grounded in execution, trust, and a shared vision. Together, we’ve played a meaningful role in establishing a foundation of a robust beauty ecosystem in India and this integration allows us to go much further, applying our combined strengths to take India to its next logical step in its beauty journey.”

Shreshta Jana, General Manager, L’Oréal Luxe, L’Oréal India, said the exclusive distribution partnership would help scale the brand’s presence in India. “We are thrilled to expand our partnership with Nykaa through an exclusive distribution partnership for Kiehl’s in India, to bring our iconic formulas to a larger audience. This partnership allows us to integrate Kiehl’s seamlessly into India’s largest beauty discovery platform while continuing to deliver the ultimate in skincare education, consultation and service in our boutiques and on our DTC platform.”

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She added that the partnership would “deepen our engagement with skincare enthusiasts and further solidify our position in the luxury category.”

The L’Oréal Luxe division in India operates across skincare, makeup and fragrances with brands such as Lancôme, Yves Saint Laurent and Kiehl’s, among others. During the transition, Kiehl’s stores and consumer touchpoints in India will continue to operate as usual.