APR enters India’s largest beauty platform Nykaa, accelerating expansion in Indian market

▲ This poster provided by APR Co., a global beauty company, promotes its flagship beauty brand Medicube and its recent inroad to Nykaa, India’s largest beauty platform, marking a major step in expanding its presence in the Indian market. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, March 16 (Yonhap) -- APR Co., a global beauty company led by CEO Kim Byung-hoon, said Monday its flagship beauty brand Medicube has launched on Nykaa, India’s largest beauty platform, marking a major step in expanding its presence in the Indian market.

APR said it has signed a strategic partnership agreement with Nykaa, the country’s leading beauty and lifestyle platform, as part of its efforts to target the rapidly growing Indian beauty market.

India, one of the world’s most populous countries with about 1.5 billion people, has seen its beauty and personal care market expand rapidly amid a growing middle class and the rise of digital commerce.

According to a report by the Indian Brand and Equity Foundation, the country’s beauty and personal care market is projected to grow from US$28 billion in 2024 to US$34 billion by 2028.

Nykaa is India’s top online beauty platform and a leading beauty retailer that operates an omnichannel strategy combining online and offline sales.

The company runs more than 260 offline stores across India, while about 90 percent of its total sales are generated through online channels.

Nykaa has steadily expanded its K-beauty category over the past decade and plans to further strengthen its skincare portfolio through the partnership with Medicube.

Products introduced through the platform include key best-selling skincare lines from Medicube, such as the Zero line, the PDRN line, the Collagen line and the Deep Vita C line, all of which have recorded strong sales in domestic and overseas markets.

APR plans to focus on four major products currently popular in global markets: the Collagen Gel Cream, PDRN Pink Collagen Gel Mask, PDRN Pink Peptide Ampoule and Collagen Night Wrapping Mask.

The products are already available on Nykaa’s online platform and are expected to be introduced sequentially at offline stores within the first half of the year, establishing an integrated online-offline sales system.

APR said the collaboration represents a strategic milestone as the company expands its footprint into India while rapidly strengthening its presence in the global beauty market.

Leveraging Nykaa’s strong platform capabilities and localization expertise, APR plans to introduce a new benchmark for K-beauty to Indian consumers.

“India is a next-generation key market drawing global attention with its enormous potential of 1.5 billion consumers,” an APR official said. “Through this strategic partnership with Nykaa, the country’s No. 1 beauty platform, we aim to showcase our distinctive technology to Indian consumers and secure a new global growth engine following the United States and Japan.”

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