Beauty retailer Nykaa has signed an exclusive distribution agreement with the L’Oréal Luxe division in India to take over the end-to-end operations of premium skincare brand Kiehl’s in the country.
The move deepens Nykaa’s decade-long partnership with L’Oréal and marks a strategic expansion of its role — from retail partner to full-scale distribution and operations manager for the brand in India.
Under the agreement, Nykaa will oversee Kiehl’s entire India business, including its existing and upcoming exclusive brand outlets, the direct-to-consumer website (Kiehls.in), digital platforms, and multi-brand retail distribution. The brand will also be integrated across Nykaa’s omnichannel ecosystem, spanning its online marketplace and physical retail network.
The transition is not expected to disrupt current operations. Kiehl’s standalone stores and consumer touchpoints will continue to function as usual during the handover.
Kiehl’s operates in the premium skincare segment, known for science-led formulations and dermatologist-backed positioning. With the new structure, the brand is expected to leverage Nykaa’s customer base, logistics infrastructure, and faster delivery capabilities in select cities.
The partnership comes at a time when India’s beauty and personal care market is witnessing accelerated growth, particularly in the luxury and high-performance skincare categories.
L’Oréal Luxe India’s portfolio includes global beauty brands such as Lancôme, Yves Saint Laurent and Kiehl’s. Executives from both companies said the agreement aims to strengthen their collaboration and scale Kiehl’s footprint in India’s expanding luxury beauty market.
