Nykaa adds Selena Gomez's Rare Beauty to premium portfolio across online and 30 stores
Nykaa brings celebrity-founded Rare Beauty into its prestige beauty lineup, distributing across its online platforms and 30 physical stores as it rides rising Indian demand for premium beauty. The move deepens a portfolio that already spans Chanel, SK-II and Charlotte Tilbury.
What happened
Nykaa partners with Selena Gomez's Rare Beauty, adding the celebrity brand to its premium portfolio across online platforms and 30 stores as it capitalises on
Key facts
- 30 stores
- revenue ₹2,648 crore
- 28.4% YoY growth
- net profit ₹79 crore
Why this matters
Securing Rare Beauty distribution strengthens Nykaa's position as India's default prestige-beauty gateway, raising the strategic value of future exclusive-brand partnerships.
What to watch
- Rare Beauty sell-through and repeat-purchase rates in first two quarters
- Nykaa prestige segment gross margin trajectory in next earnings
- Competitive response from Tira, Sephora India, and Reliance beauty push
- Any exclusivity clauses vs multi-retailer availability of the brand
- Store expansion announcements beyond current 30-store footprint
- Expand Rare Beauty distribution beyond 30 stores if early sell-through beats targets
- Bundle influencer/creator campaigns leveraging Selena Gomez fanbase for launch spikes
- Add more celebrity-founded prestige brands to build a differentiated exclusive roster
- Push loyalty and app-based exclusives to lock traffic before competitors match