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.

“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,” says Anchit Nayar, Executive Director and CEO, Nykaa Beauty. “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.” 

“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,” says Scott Friedman, CEO of Rare Beauty. “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.”

Rare Beauty’s bestsellers:

• 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.