Omnichannel beauty retailer Nykaa has launched Rare Beauty, the makeup brand founded by American popstar Selena Gomez, on its platform in India. The brand is now available on Nykaa’s website, app, and across 30 of its physical stores nationwide.
The launch includes three of Rare Beauty’s top-selling products: the Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil, and the True to Myself Natural Matte Longwear Foundation. The blush, one of the brand’s best-known products, reportedly sells globally every four seconds.
Rare Beauty was founded in 2020. Its products are marketed as vegan and cruelty-free, and the brand has positioned itself around themes of self-acceptance and inclusive beauty. One percent of all sales are donated to the Rare Impact Fund, a Gomez-founded initiative that funds mental health services for young people. The Fund has nonprofit partners in India.
Commenting on the launch, 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.”
