Nykaa launches Too Faced cosmetics in India

By

Isabelle Crossley

Published
Feb 26, 2020

On February 23, multi-brand beauty retailer Nykaa launched U.S.-based cosmetics brand Too Faced in India, as an exclusive with the omni-channel chain. 

 
A selection of Too Faced products launched offline at Nykaa’s premium brand ‘Luxe’ stores, where the cosmetic brand joins other beauty lines including Hermès Paris, Farsali, and Huda Beauty. Products are also available on Nykaa’s e-commerce store, which ships pan-India.
 
A selection of Too Faced’s best known products including its ‘Better Than Sex’ mascara and ‘Born This Way’ palette are now available following the launch. Too Faced, which launched in 1998, produces 100% cruelty-free products and describes itself as “a serious makeup brand that knows how to have fun,” according to its Facebook page.

Along with continuing to increase its international brand selection, Nykaa is continuing to expand with an omni-channel approach opening ‘On Trend’ and ‘Luxe’ stores, as well as its latest retail concept of small kiosks in malls.

The brand is increasingly expanding into tier 2 and 3 locations, with recent brick-and-mortar store launches in Surat, Raipur, and Bhubaneswar. Falguni Nayar’s brand aims to open around 150 stores in the coming five years.