Nykaa brings Selena Gomez's Rare Beauty to its premium beauty portfolio

Nykaa has partnered with Selena Gomez-founded Rare Beauty, adding one of the world's most influential celebrity beauty brands to its growing premium beauty portfolio as it looks to capitalise on rising demand for prestige beauty products in India.

The partnership will see Rare Beauty's products become available across Nykaa's online platforms and 30 stores nationwide, expanding the brand's retail footprint in the country. While Rare Beauty already has a presence in India, the tie-up gives the brand access to one of the country's largest beauty-focused retail ecosystems.

The move comes at a time when premium beauty is emerging as a key growth driver for Nykaa. In its latest quarterly earnings, the company reported revenue growth of 28.4% year-on-year to ₹2,648 crore, while net profit nearly quadrupled to ₹79 crore — its highest quarterly profit since listing. The beauty business continued to outperform, reinforcing its position as the company's primary earnings engine.

For Nykaa, bringing Rare Beauty onto its platform is as much a business strategy as it is a brand addition. The company has spent the last few years building a portfolio of globally recognised beauty labels, betting that India's increasingly affluent and digitally savvy consumers are willing to spend more on premium and prestige products.

Founded by Selena Gomez in 2020, Rare Beauty has become one of the most successful celebrity beauty brands globally. Its products, particularly the Soft Pinch Liquid Blush, have achieved cult status on social media, helping the brand build a strong Gen Z and millennial following. The company has differentiated itself through its focus on self-acceptance, inclusivity and mental health advocacy, alongside its beauty offerings.

The partnership also reflects the intensifying competition for India's premium beauty consumer. As international brands seek greater access to the market, retailers such as Nykaa are increasingly positioning themselves as the preferred entry and distribution partners. Over the years, Nykaa has helped expand the reach of several global beauty brands, including Chanel Fragrance and Beauty, SK-II, Nike, H&M, Charlotte Tilbury, Elf Cosmetics, Urban Decay, Foot Locker, Revolve, and Cider, Nykaa has got these brands to connect with Indian consumers and make a lasting impact in the market.

Commenting on the partnership, 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.”

With a market capitalisation of nearly ₹77,000 crore and beauty continuing to outpace other segments, the addition of Rare Beauty underscores Nykaa's broader strategy of strengthening its premium portfolio and deepening engagement with high-spending beauty consumers.