Nykaa to Operate Kiehl's India for L'Oréal
Indian retailer Nykaa is set to take over the India operations for the Kiehl's brand through an exclusive partnership with L'Oréal. The deal will integrate the skincare brand into Nykaa's omnichannel ecosystem. This move signals a potential shift in beauty brand distribution channels within the Indian market.
- The exclusive distribution agreement expands a decade-long partnership, making Nykaa responsible for all end-to-end operations for Kiehl's in India, including its website, digital platforms, multi-brand retail distribution, and management of all existing and future exclusive brand outlets. - This partnership provides Kiehl's access to Nykaa's extensive customer base of over 42 million and its logistics network, which includes the "Nykaa Now" service for faster deliveries in certain cities. - Kiehl's, which first entered the Indian market in 2010, had 15 freestanding stores in the country as of January 2022. This deal is set to expand that footprint. - The move allows L'Oréal to scale the Kiehl's luxury skincare brand in a rapidly growing market without having to build its own comprehensive local distribution and retail infrastructure from the ground up. - This agreement signifies an evolution in Nykaa's role from a retail partner to a full-fledged distribution and operations manager for international brands in India, a model it has previously implemented with Foot Locker. - The Indian beauty and personal care market was valued at over USD 31 billion in 2025 and is projected to reach approximately USD 48.72 billion by 2034, with a growing consumer shift towards premium and science-backed skincare products. - Nykaa operated 276 physical stores as of December 2025, and this omnichannel presence is a key part of its strategy, as a 2021 survey showed 63% of Indian consumers still prefer to purchase beauty products in physical stores.
