Nykaa Adds Korean Haircare to its India Lineup

Nykaa and South Korea’s Amorepacific have expanded their partnership in India with the launch of two new haircare brands, Mise En Scène and RYO. The move marks the 10th anniversary of Nykaa’s collaboration with Amorepacific,

Korea’s largest and oldest beauty company.

Mise En Scène, Korea’s top-selling haircare brand, is being introduced in India for the first time. Its key products such as the Perfect Serum Original, Perfect Serum Styling, and Salon 10 range are now available exclusively on Nykaa. The brand is best known for its “Glass Hair” formulations that use salon-inspired technology and a blend of oils for damage repair and shine.

Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said, “This marks a significant moment

in our decade-long partnership. Together, we’ve introduced beloved brands like Laneige, Aestura, Innisfree, Sulwhasoo, and COSRX that have truly been a catalyst for the K-beauty phenomenon in India. Haircare is emerging as the next frontier for K-beauty brands, driven by sheer efficacy and global trends centered around advanced scalp science, high-performance formulations, and the demand for glass-like, healthy hair.With RYO and Mise En Scène, we see an opportunity to shape a similar movement in India, where Korean expertise can redefine haircare rituals with the same impact skincare once had.”

RYO, another Amorepacific brand, focuses on scalp care rooted in traditional Korean herbal science. Its portfolio includes products addressing hair loss and the RootGen range, which offers gender-specific solutions.

"India holds immense potential, and our partnership with Nykaa has been pivotal in making these launches possible. Our commitment to the region is long-term and rooted in understanding the unique needs of Indian consumers, ensuring we deliver products and experiences that truly add value. Together, we

aim to offer authentic Korean beauty experiences that seamlessly blend innovation, tradition, and efficacy. I’m confident these brands will resonate deeply and become trusted favourites across the country," says Paul Lee, Managing Director & Country Head of Amorepacific India.

With this launch, Nykaa now retails eight brands from Amorepacific’s portfolio, including Laneige, Innisfree, Sulwhasoo, COSRX, and Aestura. The partnership began in 2016 with the rollout of Innisfree in India, followed by other Amorepacific brands over the

years.

The launch comes amid growing demand for Korean beauty products in India, particularly in the haircare segment. Nykaa’s recently released Beauty Trends Report with Redseer highlighted the rise of K-beauty from a niche to a mainstream category, driven by consumer preference for high-performance and ingredient-led formulations.

The two brands will be available on Nykaa’s online platforms and select physical stores across the country.

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