Nykaa takes over Kiehl's India operations in expanded L'Oréal Luxe distribution deal
Nykaa signed an exclusive agreement with L'Oréal Luxe India to manage end-to-end operations of premium skincare brand Kiehl's, spanning exclusive brand outlets, D2C site and omnichannel distribution. The move elevates Nykaa from retail partner to operations manager, deepening ties with brands including Lancôme and Yves Saint Laurent.
Nykaa signed an exclusive distribution deal with L'Oréal Luxe India to manage end-to-end operations of premium skincare brand Kiehl's, including EBOs, D2C site and omnichannel retail distribution, stepping up from retail partner to operations manager.
Why this matters
Nykaa shifts from selling L'Oréal Luxe brands to running them, expanding beyond its earlier retail-partner role and cementing operational control across Kiehl's, Lancôme and Yves Saint Laurent in India.
Retail-company signals are accelerating, up +643600% QoQ.