100 stores in 5 years: Apparel Group, Nykaa have ‘bold vision’ to expand Nyssa across GCC region

The new beauty retail chain is the result of a joint venture between GCC retail conglomerate Apparel Group and India’s omnichannel beauty retailer Nykaa.

It unveiled its first store in Dubai, United Arab Emirates, on March 1 at City Centre Mirdif.

The company’s overarching aim is make Nysaa the GCC region’s beauty hub.

“Our vision is bold – 100 stores across the GCC in the next five years. We're talking major cities in KSA, Qatar, Kuwait, Bahrain, and Oman,”​ said Selina Ved, co-founder and director Nysaa.

“Each store will be a unique beauty destination, reflecting the local culture and beauty aspirations of each city while staying true to Nysaa's core mission of making beauty accessible and enjoyable for everyone.”​

Ved was also the founder of beauty e-commerce platform NESSA.

In the short term, the company is working to launch a mobile application to create an omnichannel experience for consumers.

Speaking to CosmeticsDesign-Asia, Ved added that the firm also sees opportunities to partner up with local businesses.

“Rolling out an omnichannel approach that smooths out every part of your beauty journey and teaming up with local businesses to bring something extra special to our spaces. It's all about making your Nysaa experience something you can't get anywhere else.”​

According to the firm, it has launched with a diverse range of over 150 beauty brands, including Augustinus Bader, Kylie Cosmetics, Stila, Foreo, Rahua, Oribe and Dr. Barbara Strum.

“It's a carefully curated collection that mirrors the diversity and vibrancy of our community in Dubai, including gems from local influencers that you won't find anywhere else. It's all about bringing global beauty trends right to your doorstep, tailored to the unique tastes and needs of our region,” ​said Ved.

New opportunities​

CosmeticsDesign-Asia previously reported​ that there were untapped opportunities in the region’s beauty e-commerce space.

Ved said the region presents a myriad of opportunities for beauty players.

“The Middle Eastern beauty market is ripe with opportunities, especially for embracing natural and sustainable beauty, leveraging advanced beauty tech, and spotlighting local brands that resonate with our unique cultural and aesthetic values.”​

She further highlighted the opportunities in skin care, colour cosmetics, hair care, and fragrances.

“Skin care with a focus on products that blend natural ingredients with scientific innovation is seeing immense growth. Makeup that caters to our diverse complexions and climates, hair care tailored to our unique hair types, and fragrances that tell a story or evoke a memory are also categories with huge potential.”​

She added: “We see a significant trend toward personalised beauty experiences and innovation. Nysaa is perfectly positioned to tap into these trends, offering a beauty destination that not only meets the current demand but also anticipates the future of beauty in the Middle East.”​

A beautiful collaboration

In 2022, Apparel Group and Nykaa announced a strategic alliance to tap into the GCC markets to undertake an omnichannel, multi branded beauty retail business.

According to Apparel Group, Nykaa holds a 55% stake in the new entity against Apparel Group’s 45% stake.

“Nysaa’s first store in Dubai marks a significant milestone in our international foray,”​ said Falguni Nayar, executive chairperson, founder, and chief executive of Nykaa.

“Having garnered tremendous love and trust among Indian consumers for more than a decade, we are looking forward to recreating an exceptional beauty shopping experience, online and offline, for the discerning consumers of the GCC.”​