Rare Beauty, the cosmetics brand founded by Selena Gomez, has officially made its India debut through an exclusive partnership with Nykaa, marking one of the platform’s most high-profile international beauty launches to date.
The brand is now available on Nykaa’s website, app and across 30 retail stores nationwide, with an opening line-up that includes the viral Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil and the True to Myself Natural Matte Longwear Foundation. Gomez announced the launch through a video message, expressing excitement about bringing Rare Beauty closer to Indian consumers both online and in-store.
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, said India’s premium beauty landscape is being shaped by a new generation of globally engaged consumers seeking elevated brand experiences, calling Rare Beauty one of the most influential names in beauty today. Rare Beauty CEO Scott Friedman added that India is a strategically important market for the brand, and that the exclusive partnership aims to widen access while staying rooted in themes of authenticity and self-acceptance.
The timing works in Nykaa’s favour – its latest quarterly results show revenue up 28.4% year-on-year to Rs 2,648 crore, with its highest quarterly profit since listing, reinforcing premium beauty as a key growth engine for the platform. Beyond cosmetics, Rare Beauty is also known globally for the Rare Impact Fund, which channels a share of product sales toward youth mental health initiatives.
For Nykaa, landing Rare Beauty exclusively cements its positioning as India’s leading gateway for globally sought-after, celebrity-backed beauty brands.
