Retail in Asia


The Ordinary partners with Nykaa to launch in India

The Ordinary, a Canadian skincare brand, is entering the Indian market in partnership with Nykaa. Over the next five years, The Ordinary expects India to be one of its top two revenue markets.

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

The brand will launch its physical presence in late June at all Nykaa Luxe and On Trend stores across India, as well as online shopping on and 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.”

According to Kilner, India has the potential to become one of the company’s top five markets in the next 18-24 months, and the top two revenue-generating markets in the following five years.

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“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.