NEW DELHI :
Magnificence retailer Nykaa and ELCA Cosmetics Non-public Restricted, an India affiliate of world magnificence firm Estee Lauder Corporations, have teamed as much as launch AvedaX Nykaa-branded premium unisex hair care salons in India.
Aveda is a vegan hair, skincare and physique care model, a part of the New York-based Estée Lauder Corporations Inc.
In India, Aveda’s vary of hair care and physique care merchandise have been retailing since 2018 on Nykaa’s on-line platform and distributed by means of ELCA, which retails numerous manufacturers of Estée Lauder.
ELCA Cosmetics Non-public Restricted and FSN Manufacturers Advertising Non-public Restricted—a subsidiary of FSN E-Commerce Ventures Restricted that operates Nykaa—have tied-up to launch the salons.
The transfer marks magnificence retailer Nykaa’s foray into India’s fragmented wellness and wonder companies market dotted with regional chains.
“We consider that India is but to endure a big premiumization within the core classes of magnificence. We noticed it occur to a small extent in skincare, nevertheless it’s but to occur in hair care. So we expect Aveda is the appropriate model to drive the premiumization of hair care in India,” stated Anchit Nayar, chief govt, e-commerce magnificence, Nykaa.
The primary Aveda X Nykaa branded salon will open in Bengaluru. The salons intention to set new trade requirements by constructing and increasing Aveda’s unique community of salons, whereas leveraging Nykaa’s understanding of the Indian shopper, Nykaa stated.
Aveda will goal Delhi-NCR and Mumbai subsequently, opening a complete of three salons this 12 months. The 2 corporations declined to share funding numbers.
“Wellness and companies are the flip facet of our present enterprise and we really feel that we now have a proper to win. We’ve a really giant and dependable buyer base due to our expertise within the trade. We consider that hair care particularly, was in all probability ripe for disruption on the companies facet, in addition to on the product retailing facet,” stated Nayar.
Rohan Vaziralli, normal supervisor, ELCA Cosmetics stated in regards to the partnership: “It’s carried out between the Nykaa staff and The Estee Lauder Corporations’ staff—we work by means of every thing from design to coaching to model implementation. Merely put, all of the model fairness items could be carried out by The Estee Lauder Corporations and all the buyer and retail piece shall be carried out by Nykaa.”
Supply: Live Mint