Nykaa Expands Luxe Portfolio, Takes Charge of Kiehl’s India in L’Oréal Luxe Alliance

Nykaa has entered into an exclusive distribution agreement with L’Oréal Luxe in India to assume end-to-end operations of Kiehl’s in the country, further strengthening its decade-long partnership with L’Oréal, the company said in a media release on Thursday.

Under the agreement, Nykaa will oversee the management of Kiehl’s existing and upcoming exclusive brand outlets in India, along with its direct-to-consumer website (Kiehls.in), digital platforms and multi-brand retail distribution. The brand will also be seamlessly integrated into Nykaa’s Omni channel ecosystem, spanning its online platforms and physical retail network.

The transition will not impact current operations, with Kiehl’s stores and consumer touchpoints continuing as usual.

The move expands Nykaa’s role from retail partner to full distribution and operations manager for the brand in India. Kiehl’s, positioned in the premium skincare segment, will leverage Nykaa’s customer base and logistics network, including faster delivery services in select cities.

The partnership comes at a time of strong momentum in India’s beauty and personal care market, driven by rising demand for premium, science-backed skincare solutions. L’Oréal Luxe India’s portfolio spans skincare, makeup and fragrances, featuring global brands such as Lancôme, Yves Saint Laurent and Kiehl’s.

Executives from both companies said the agreement strengthens their long-standing collaboration and aims to scale Kiehl’s presence in India’s luxury beauty segment.