On February 23, multi-brand beauty retailer Nykaa launched U.S.-based cosmetics brand Too Faced in India, as an exclusive with the omnichannel chain.
A selection of Too Faced products launched offline at Nykaa’s premium brand ‘Luxe’ stores, where the cosmetic brand joins other beauty lines including Hermès Paris, Farsali, and Huda Beauty. Products are also available on Nykaa’s e-commerce store, which ships pan-India.
A selection of Too Faced’s best-known products including its ‘Better Than Sex’ mascara and ‘Born This Way’ palette are now available following the launch. Too Faced, which launched in 1998, produces 100% cruelty-free products and describes itself as “a serious makeup brand that knows how to have fun,” according to its Facebook page.
Along with continuing to increase its international brand selection, Nykaa is continuing to expand with an omnichannel approach opening ‘On Trend’ and ‘Luxe’ stores, as well as its latest retail concept of small kiosks in malls.
The brand is increasingly expanding into tier 2 and 3 locations, with a recent brick-and-mortar stores, launches in Surat, Raipur, and Bhubaneswar. Falguni Nayar’s brand aims to open around 150 stores in the coming five years.