Nykaa, India’s leading beauty and lifestyle retailer has strengthened its international brand portfolio with the launch of cosmetic brand ‘Urban Decay’ in India.
Urban Decay will make its debut at Nykaa’s beauty’s festival ‘Nykaaland’ scheduled to be held on September 4 and 5 in the city of Mumbai.
Commenting on the partnership, Charles-Alexandre Boczmak, general manager of L’Oréal international distribution India in a statement said, “We are extremely pleased to introduce Urban Decay to the Indian market. The brand represents a commitment to unleashing creativity, with radically lasting, pigmented makeup that allows fearless self-expression, and we fully believe this ethos resonates perfectly with the vibrant, expressive Indian youth.”
“As a cult brand recognized and endorsed by digital beauty creators, Urban Decay is the perfect answer for the digital savvy Gen Z. We are convinced Nykaa is the ideal partner to launch and connect our brand to all Indian make-up enthusiasts,” Boczmak added.
Founded in 1996, the Los Angeles-based Urban Decay is an leading cosmetic brand known for its cruelty-free, high-pigment makeup.
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