Nykaa has partnered with Rare Beauty, the cosmetics brand founded by Selena Gomez, to bring the brand to India.

The launch will make Rare Beauty’s product range available through Nykaa’s website, mobile app and 30 retail stores across the country.

Products available at launch include the Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil and the True to Myself Natural Matte Longwear Foundation.

Founded in 2020, Rare Beauty offers makeup products across categories including complexion, lips and cheeks. The brand states that its products are vegan and cruelty-free.

The launch adds Rare Beauty to Nykaa’s portfolio of international beauty brands as the company continues to expand its premium beauty offering in India.

Commenting on the launch, Anchit Nayar, executive director and CEO, Nykaa Beauty, said: “India’s premium beauty landscape is evolving rapidly, led by a new generation of highly informed and globally engaged consumers seeking elevated brand experiences and best-in-class innovation. Rare Beauty has established a distinctive global presence through its strong brand philosophy, deep consumer resonance, and thoughtfully curated product portfolio, making it one of the most influential beauty brands in the market today. The launch of Rare Beauty on Nykaa further reinforces our commitment to strengthening India’s premium beauty ecosystem by bringing globally sought-after brands closer to consumers across the country. We remain focused on curating differentiated and culturally relevant beauty experiences that align with the aspirations of the evolving Indian consumer.”

Scott Friedman, CEO of Rare Beauty, said: “India is a very important market for Rare Beauty, and we’re thrilled to partner with Nykaa to bring the brand to more people across the country. Nykaa has built a powerful beauty community in India, and together, we’re excited to make Rare Beauty more accessible while continuing to foster authentic connection, self-acceptance, and belonging.”

Rare Beauty also supports youth mental health initiatives through the Rare Impact Fund, which works with non-profit organisations globally, including partners in India.