Mumbai, 6 th June 2026: Nykaa, India’s leading beauty and lifestyle company, further strengthens its global beauty portfolio with the launch of Rare Beauty by Selena Gomez, one of the world’s largest celebrity beauty brands. Recognised for its innovative product portfolio and mission centered on challenging unrealistic beauty standards, Rare Beauty now brings its globally celebrated makeup collection to consumers across India via Nykaa. The launch features some of Rare Beauty’s most iconic products, including the viral Soft Pinch Liquid Blush, Soft Pinch Tinted Lip Oil, and the True to Myself Natural Matte Longwear Foundation, each designed to deliver visible impact without feeling heavy, complicated or overdone.
Nykaa is a go-to destination for global beauty discovery, with one of India’s largest premium beauty assortments. The launch of Rare Beauty on the platform marks a significant moment in the country’s evolving premium beauty landscape, bringing one of the world’s most influential makeup brands closer to a new generation of highly engaged beauty consumers. With Rare Beauty, Nykaa further strengthens its portfolio of globally sought-after beauty brands while continuing to expand access to globally relevant beauty experiences for consumers across India.
Rare Beauty has built a strong global following through makeup designed to feel lightweight, breathable, and effortless on skin since its launch in 2020. Created to feel good in without masking individuality, the brand’s formulas are designed for seamless application across skin tones, styles, and routines. The brand’s product portfolio is also vegan and cruelty free, reflecting Rare Beauty’s broader commitment to conscious and inclusive beauty.
Commenting on the launch, Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said “India’s premium beauty landscape is evolving rapidly, led by a new generation of highly informed and globally engaged consumers seeking elevated brand experiences and best-in-class innovation. Rare Beauty has established a distinctive global presence through its strong brand philosophy, deep consumer resonance, and thoughtfully curated product portfolio, making it one of the most influential beauty brands in the market today. The launch of Rare Beauty on Nykaa further reinforces our commitment to strengthening India’s premium beauty ecosystem by bringing globally sought-after brands closer to consumers across the country. We remain focused on curating differentiated and culturally relevant beauty experiences that align with the aspirations of the evolving Indian consumer.”
Scott Friedman, CEO of Rare Beauty added, “India is a very important market for Rare Beauty, and we’re thrilled to partner with Nykaa to bring the brand to more people across the country. Nykaa has built a powerful beauty community in India, and together, we’re excited to make Rare Beauty more accessible while continuing to foster authentic connection, self-acceptance, and belonging.”
Shop the bestsellers now:
Soft Pinch Liquid Blush: The viral bestseller sold every 4 seconds, delivers a burst of colour in just a touch and blends effortlessly into the skin, leaving behind a soft, natural-looking flush that feels fresh and lived-in.
Soft Pinch Tinted Lip Oil: A hybrid between tint and treatment, it melts into lips to deliver sheer colour with a glossy finish. Lightweight and non-sticky, it keeps lips feeling comfortable while adding an easy hint of shine.
True to Myself Natural Matte Longwear Foundation: The newest complexion innovation, designed to create a breathable soft-matte finish that smooths, blurs, and evens skin while remaining lightweight and comfortable throughout wear, across an inclusive shade range developed for diverse skin tones.
Beyond beauty, Rare Beauty also supports youth mental health initiatives through the Rare Impact Fund, which works with nonprofit organisations globally, including partners in India to help expand access to mental health resources and support for young people.
Rare Beauty is now available on Nykaa.com, the Nykaa app, and across 30 Nykaa stores nationwide, bringing its globally celebrated makeup portfolio closer to consumers across India.
About Nykaa:
Nykaa’s vision is to bring inspiration and joy to people everywhere, every day. Born from a desire to make beauty a mainstream choice, the Nykaa journey began in 2012 as a digital-first, consumer-tech beauty company. Falguni Nayar’s entrepreneurial leap with Nykaa tapped into an underserved beauty retail market, disrupting the ecosystem and putting India in the global spotlight. Today, Nykaa has expanded its offerings to include fashion and B2B, launching platforms such as Nykaa Fashion, Nykaa Man, and Nykaa Superstore. Nykaa has also expanded into the Middle East through its omnichannel beauty offering ‘Nysaa’.
Over the years, Nykaa has steadily captured the hearts of consumers, serving over 55 million customers (as of 31 March 2026) through its online platforms and 331 offline beauty destinations (as of 31 March 2026), while building loyal communities through engaging and educative content.
House of Nykaa – Nykaa continues to build its house of brands with a sharp focus on innovation and consumer delight. Nykaa Cosmetics, Dot & Key, Kay Beauty, Nykaa Collections, Nykaa Wanderlust, Nykaa Perfumes, Earth Rhythm alongside celebrated fashion labels such as Nykd by Nykaa, KICA, 20 Dresses, RSVP, and Gajra Gang, have become household names, consistently delivering inspiration and high-performing products to consumers.
Nykaa’s unwavering commitment to authenticity and customer-centricity has cemented its position as the retailer of choice for international brands looking to enter the Indian market. With Nykaa’s Global Store, a gateway to some of the world’s most coveted brands, the company harnesses its powerful supply chain and marketing expertise to create a flawless shopping experience. Trusted by renowned global names like Chanel Fragrance and Beauty, SK-II, Nike, H&M, Charlotte Tilbury, Elf Cosmetics, Urban Decay, Foot Locker, Revolve, and Cider, Nykaa has empowered these iconic brands to connect with Indian consumers and make a lasting impact in the market.
Nykaa has been recognized with prestigious accolades, including a place in the TIME100 Most Influential Companies List and the Isidoro Alvarez Lifetime Achievement Medal at the World Retail Congress in Barcelona. Falguni Nayar, Founder and CEO, has also won personal honours such as EY Entrepreneur of the Year and Power Businesswoman by Forbes Asia.
About Rare Beauty:
Founded by Selena Gomez, Rare Beauty believes that everyone is unique and rare. In a world that often sets unrealistic standards of beauty, Rare Beauty was created to break down these norms and encourage people to embrace who they are. Through makeup, the brand fosters positive conversations around beauty, self-acceptance, and mental health. Rare Beauty aims to help people feel more connected to themselves and to others — and to feel less alone.
About Rare Impact Fund:
The Rare Impact Fund was founded by Selena Gomez in 2020 as part of her commitment to addressing mental health and self-acceptance. One percent of all Rare Beauty by Selena Gomez sales are donated to the Rare Impact Fund, which supports organizations that expand access to mental health services and education for young people globally. Additional funds are raised through philanthropic foundations, individuals, corporate partners, and the Rare Beauty community. The Rare Impact Fund is a fiscally sponsored project of the Hopewell Fund, a 501(c)(3) public charity. To learn more about the Fund, visit rareimpactfund.org.
