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Nykaa brings The Ordinary to India

by Priyanka Parshurami

Canada-based Beauty Firm DECIEM forays into India with the launch of ‘The Ordinary’ through the beauty retailer Nykaa.
DECIEM, a Canada based beauty firm, launched its flagship science-based skincare brand ‘The Ordinary’ into the Indian market in association with Nykaa, as reported by Fortune India.

With its young population and growing economy, India is being chased by a plethora of global brands for business growth. The country is home to the world’s largest population of Gen Z and millennials who together also happen to be the biggest consumer of beauty and personal care (BPC) and fashion.
Together, Gen Z and millennials form an estimated 51 per cent of the population which translates into some 708 million people. Nicola Kilner, CEO and Co-founder, DECIEM, expects India to be amongst DECIEM’s top three or probably top two markets in the next three to five years. While the brand products are already available on Nykaa’s online platform, they will also be sold through the retailer’s brick-and-mortar chain of luxe stores by the end of the summer.
The majority investor in DECIEM is Estée Lauder Companies, the US-based prestige beauty brand. Reportedly, Estée Lauder spent US$ 1 billion last year to acquire a majority stake in the company. Estée Lauder forayed into India way back in 2005 with the launch of its first M.A.C store in Mumbai with local retail partner Shoppers Stop.
Kilner has also hinted at the possibility of launching more brands in the market if the basket of products by The Ordinary is well received by Indian consumers.

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