Kindlife partners with NewU for brick-and-mortar expansion

Beauty and wellness business Kindlife has partnered with retail chain NewU to expand into brick-and-mortar retail in India. The move will bring Kindlife’s Korean and Japanese products to more customers and expand its offline footprint. 

“At Kindlife, we’re committed to redefining beauty and wellness for young Indian consumers,” said Kindlife’s CEO and founder Radhika Ghai, Indian Retailer Bureau reported. “This collaboration with NewU allows us to bring our unique curation of Korean beauty brands directly to customers, enhancing their shopping experience while expanding our reach beyond digital channels.”

Through the new partnership, Kindlife will bring beauty brands to NewU including Cosrz, Secret Key, and Lunik. Kindlife’s products will be more accessible to shoppers in India, according to the brand, as it continues to promote Korean and Japanese beauty in the country. 

“We are thrilled to partner with Kindlife to bring the best of K-Beauty to our customers,” said NewU’s chief operating officer Manish Asthana. “Our partnership with Kindlife to launch a dedicated K-Beauty section is a testament to the commitment of providing our customers with the latest in beauty and skincare, and we can’t wait for our customers to experience the best of Korean beauty.”

NewU is operated by Dabur India Limited’s subsidiary H & B Stores Limited and counts more than 100 brick-and-mortar outlets across India. NewU specialises in beauty and personal care goods as well as fragrances, grooming products, and haircare.