Nykaa has signed an exclusive distribution agreement with L’Oréal Luxe India to manage end-to-end operations of premium skincare brand Kiehl’s in the country, the company announced via the investor call filed with the exchanges.
Under the agreement, Nykaa will oversee Kiehl’s existing and upcoming exclusive brand outlets in India, its direct-to-consumer website Kiehls. in, digital platforms and multi-brand retail distribution, the company said. The brand will also be integrated into Nykaa’s omnichannel network, spanning its online platforms and physical retail stores.
The transition will not affect current operations, with Kiehl’s stores and consumer touchpoints continuing as usual, the company said.
From retail partner to full distribution manager
The deal marks a step up in Nykaa’s role, from being a retail partner for Kiehl’s to becoming the brand’s exclusive distribution and operations manager in India. For L’Oréal, it offers a route to scale a global luxury skincare label in a market where premium beauty is expanding rapidly, without building a full local distribution and retail stack from scratch.
Nykaa’s scale and the logistics advantage
Nykaa began as a digital-first beauty retailer in 2012. The company had 276 offline stores as of December 2025 and serves over 52 million customers across online and offline channels, as per the company.
The agreement gives Kiehl’s access to Nykaa’s customer base and logistics network, including faster delivery through Nykaa Now in select cities.
A bet on premium skincare demand
Kiehl’s, founded in 1851 as a New York apothecary, is positioned as a science-led skincare brand with nature-inspired formulations. L’Oréal Luxe India, the group’s luxury division, houses brands across skincare, makeup and fragrances, including Lancôme, Yves Saint Laurent and Kiehl’s.