Nykaa launches Urban Decay online in India with L’Oréal

Multi-brand beauty retailer Nykaa launched US-based cosmetics brand Urban Decay online in India on November 7. The business launched Urban Decay in partnership with L’Oréal with a selection of setting sprays and eyeshadows. 

“We are extremely pleased to introduce Urban Decay to the Indian market,” said L’Oréal’s general manager of international distribution for South Asia and India Charles-Alexandre Boczmak in a press release. “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 recognised 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.”
 
Urban Decay made its India debut with Nykaa at its recent ‘Nykaaland’ beauty festival and the brand is now available to shop on Nykaa’s multi-brand e-commerce store. The strategic partnership between Nykaa and L’Oréal to launch Urban Decay in India marks a significant step in the growing relationship between the two businesses. 

“We are thrilled to introduce Urban Decay to our Indian consumers,” said Nykaa Beauty’s CEO and executive director Anchit Nayar. “A testament to the strength of the partnership between Nykaa and L’Oréal is reflected in our continued focus on bringing the best global beauty brands to India, including Kiehl’s, Lancôme, and now Urban Decay. Urban Decay has been a cult favourite among beauty enthusiasts for its innovative and high-quality products. At Nykaa, we believe that beauty is not just skin deep; it’s about self-expression and empowerment and Urban Decay’s bold, creative, and high-performance cosmetics align perfectly with our vision.”