Nykaa has partnered with Rare Beauty, founded by Selena Gomez, to launch the brand in India.
The launch expands Nykaa’s portfolio of international beauty brands and brings Rare Beauty’s makeup range to Indian consumers through Nykaa’s digital platforms and retail stores. The range includes some of the brand’s best-known products, such as the Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil and the True to Myself Natural Matte Longwear Foundation.
Founded in 2020, Rare Beauty has built a global presence around lightweight, easy-to-use makeup products and a brand philosophy focused on self-expression and challenging conventional beauty standards. The brand’s portfolio is vegan and cruelty-free.
The launch marks another addition to Nykaa’s premium beauty portfolio as demand for global beauty brands continues to grow among Indian consumers.
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.”
Scott Friedman, CEO of Rare Beauty, added, “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.”
Rare Beauty will be available through Nykaa’s website, mobile app and 30 retail stores across India. The company also highlighted that the brand supports youth mental health initiatives through the Rare Impact Fund, which works with non-profit organisations globally, including partners in India.
