Beauty and personal care segment company Nykaa will take over the India operations of American brand Kiehl’s. It is part of a strategic partnership with L’Oréal Luxe in India. Under this, Nika will take over the end-to-end responsibility of the India operations of Kiehl’s brand. Under this 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.
Kiehl’s will be integrated into Nykaa’s omnichannel ecosystem. This will give Nykaa access to more than 4.2 crore consumers across the country. The partnership also brings Kiehl’s to Nykaa Now in select cities. The move marks a strategic deepening of Nike’s decade-old relationship with L’Oréal. Over the past few years, both the companies have worked together on launching global brands and creating new beauty categories in India.
Nike and L’Oreal India built a strong partnership in 10 years
Commenting on the development, Anchit Nair, Executive Director and CEO, Nykaa Beauty, said, “Nyka and L’Oréal India have built a strong partnership over the last ten years, based on execution, trust and a common vision. Together we have played a key role in laying the foundation of a strong beauty ecosystem in India. This integration allows us to go further, harnessing our combined strengths. “Helps take India to the next logical step in its beauty journey.”
Shrestha Jana, General Manager, L’Oréal Luxe, L’Oréal India, said this exclusive distribution partnership will help expand the brand’s presence in India. It further said that this partnership will deepen L’Oreal’s connection with skincare enthusiasts and further strengthen L’Oreal’s position in the luxury category. The L’Oréal Luxe division in India is operational in skincare, makeup and fragrance with brands like Lancôme, Yves Saint Laurent and Kiehl’s. During this transition, Kiehl’s stores and consumer touchpoints in India will continue to operate as usual.