Nykaa signs exclusive deal to run Kiehl’s business in India

Nykaa will manage the India operations of Kiehl’s, a skincare brand owned by French beauty and personal care firm L’Oréal. The companies have signed an exclusive distribution pact under which Nykaa will handle the brand’s business across the country.

Nykaa said it will operate Kiehl’s existing and upcoming exclusive brand outlets in India. It will also manage the brand’s India direct-to-consumer website and oversee its presence across multi-brand retail distribution.

"In India Kiehl's has trusted us to run their entire India business, be it their D2C website, their stores as well as exclusively e-commerce and sell it on other platforms. There was a similar business we had started doing with Foot Locker earlier, which has been growing," Falguni Nayar, , Executive Chairperson, MD and CEO, said.


Through this partnership, Kiehl’s will gain access to Nykaa’s base of more than 42 million consumers. The brand will also use Nykaa’s distribution network and quick delivery service to enable faster fulfilment.

The agreement expands Nykaa’s role in managing international brands in India. The company will take charge of Kiehl’s full India operations across online and offline channels.

"Kiehl's is over 100-year-old skin care brand. Again, a very popular brand from the L'Oreal’s luxury portfolio. So it's a prestige skin care brand. And we are happy to say that we're taking over the Kiehl's operations in India, and we will provide end-to-end full stack services for Kiehl's in India. This includes operating their direct-to-consumer website, their freestanding stores as well as retailing the brand on Nyka.com and Nykaa stores," Anchit Nayar, Executive Director and CEO, Beauty, said.