The Ordinary launches in India in partnership with Nykaa

Mumbai: Canada-based skincare brand, The Ordinary, is entering the Indian market by forging a partnership with Nykaa, a senior company executive told ET.

The Ordinary, part of the The Estée Lauder group, expects India to be one of its top two markets in terms of revenue over the next five years.

Deciem, the company that owns The Ordinary brand of skincare cosmetics, will sell in the region through Nykaa’s omni-channel model of brick-and-mortar stores and online presence, Nicola Kilner, co-founder and chief executive of Deciem told ET in an exclusive interview.


Later this month, the company will unveil its brick-and-mortar presence in all Nykaa Luxe and On Trend stores across the country, as well as retail online on Nykaa.com and on the Nykaa app.

“Our audience has grown in India, and we are incredibly pleased to be at the point in time to announce our launch with Nykaa. We will look at selling through more platforms in the future,” Kilner said.

“Launching exclusively with Nykaa, The Ordinary marries the retail proposition between India’s lifestyle retailer (Nykaa) and Estee Lauder Companies India to meet the rapidly growing consumer demand for science-backed skincare in the Indian market,” she added.

According to Kilner, India has the potential to be among the company's top five markets in the next 18-24 months and is expected to become its top two performing markets by revenue over the next five years.

“Their single-ingredient, scientific approach to beauty has been immensely popular globally and is much sought after by Indian consumers," said Anchit Nayar, chief executive of e-commerce beauty, Nykaa.

The Ordinary has created waves with its clinical formulations as well as its honest and transparent approach to beauty, said Rohan Vaziralli, general manager at The Estee Lauder Companies, India. “We are excited to introduce The Ordinary to our diverse consumer base as a brand positioned to be an affordable, science-backed skincare brand.”