Indian beauty retailer Nykaa unveils new flagship store and targets further brand partnerships

The new store in the development by the DLF Group offers consumers access to luxury beauty brands such as Dior, Guerlain, Givenchy, Estée Lauder, as well as its own in-house label, Nykaa Beauty.

Additionally, Jo Malone, Tom Ford and Huda Beauty will have their own store-within-a-store in the 2,500 sq. ft. space.

Speaking about the flagship, Falguni Nayar, founder and CEO of Nykaa.com said: “The growth in luxury beauty purchases reflects the discerning nature of our customers who are ready to invest in the best of beauty. With our omni-channel access and educational content we look to be able to guide and engage our customers as they build their beauty regimes.”​

A luxury beauty destination

According to the company, the store is a new retail concept that is meant to resemble a luxurious beauty lounge and offer unique experiences for consumers.

A stand-out feature of the Nykaa Luxe flagship is its dedicated social media section, where the store will regularly present new collections, preview offers, host makeovers, and present exclusive reveals for customers.

Another signature of the store is the 100 sq. ft. horseshoe-shaped vanity area, where customers may test out products in a comfort and luxury, aided by expertly trained beauty advisors.

“This Nykaa Luxe flagship store is designed to allow customers to indulge themselves. It brings together our largest collection of luxury beauty brands with opportunities for customers to experience the products first hand at our vanity stations,” ​said Nayar.

Nykaa.com started as an online platform and began selling luxury beauty brands in 2016 with MAC Cosmetics, Clinique, Bobbi Brown, and Estée Lauder.

Since, it has expanded into men’s grooming, fashion, and established Nykaa Pro, a portal for beauty professionals.

In 2012, the company branched into omni-channel distribution with its first brick-and-mortar store at the Indira Gandhi International Airport. Today, it owns brick-and-mortar stores all over the country, which include Nykaa Luxe and Nykaa On Trend outlets.

Nykaa also launched the Nykaa Network in March, an interactive platform where consumers can engage with each other and create beauty-related content. It currently has about 300,000 followers.

Just last week, the company welcomed Lighthouse India as a secondary investor, after the company invested Rs 113 crore ($15.5m) in the beauty retailer.

The company revealed that it planned to expand its portfolio with exclusive brand partnerships as well as aggressively expand its offline presence to 90 stores across India by 2020.