India’s omni-channel beauty retailer Nykaa announced a partnership with ELCA Cosmetics Pvt Ltd, a subsidiary of Estée Lauder Companies, to launch a range of premium Aveda salons in India.
According to The Hindu BusinessLine, the salons will be known as “Aveda X Nykaa”, and will focus on providing high-end professional hair care services. The first co-branded salon has been launched in Bengaluru, with plans to build two more this year.
“We want to grow and premiumise the beauty market and bring the best the world has to offer to Indian consumers. This partnership is based on these fundamental beliefs. We believe the haircare category in India is ripe for disruption and we felt Aveda was the best partner to be able to offer differentiated solutions for the discerning Indian consumers. Besides distributing Aveda products through multiple channels, including our B2B distribution business, we are also partnering to open flagship salons that will bring a unique and innovative salon experience to the country,” said Anchit Nayar, CEO, E-commerce Beauty from Nykaa.
“The salons are part of a broader strategy of premiumising the hair care segment in India. We will focus on doing this in a sustainable and conscious manner. So initially we are looking to open only a couple of flagship salons and see how the consumers receive it,” Nayar added.
