E.L.F Cosmetics partners with Nykaa to strengthen presence in India

By

Maverick Martins

Published
Jan 12, 2021

E.L.F Cosmetics has partnered with India’s leading omnichannel beauty retailer Nykaa to launch its beauty products in the Indian market.
 

With this partnership, E.L.F Cosmetics is looking to make inroads in the country’s beauty market with its cosmetics and skincare products. The brand will be available only on the Nykaa website and app, and in select Nykaa stores.

Commenting on the launch, Nykaa spokesperson in a statement said: “Nykaa always strives to create an inclusive world where individuality as well as uniqueness are celebrated through our consumers’ expressions, versatile cosmetic brands and a never-before-seen experience for our beauty buffs. E.L.F Cosmetics is a cult beauty brand, that is not only one of the most in-demand brands in India but also one that offers quality products at superb price points and we couldn’t be more thrilled to launch it only at Nykaa.”

Kory Marchisotto chief marketing officer at E.L.F Cosmetics added: “For years, our consumers have been asking us when we will be available in India, and we are proud to bring our products to them with Nykaa. We are also looking forward to reaching new consumers and beauty enthusiasts with our superpowers.”

Nykaa was founded in 2012 by Indian entrepreneur Falguni Nayar and currently runs an omnichannel model with over 5 million monthly active users and 74 stores across India.