Fenty Beauty seals deal with Nykaa over Sephora for India debut

By Alessandro Carrara | Published: 6-Mar-2024

Rumours that Fenty Beauty would partner with Sephora India emerged after the singer performed a full concert for Indian billionaire Mukesh Ambani’s son

Rihanna’s Fenty Beauty has penned a deal with beauty retailer Nykaa for its debut in India, contrary to reports the brand founder would be launching with Sephora.

Rumours that the singer was primed to launch with the French multinational emerged after she performed at the pre-wedding party of Indian billionaire Mukesh Ambani’s son.

Ambani is chair of Fortune 500 company Reliance Industries, a business valued at INR ₹20.36trn (US $25trn) which operates in the energy, retail and mass media sectors.

The company, founded by Ambani’s father Dhirubhai, acquired the rights to Sephora’s India branch from Arvind Fashions in 2023 for over US $11m.

The performance on 2 March was the first full set Rihanna had played in over eight years, with the singer reportedly being paid around $6m to attend.

Following the event, some people on social media speculated that the move was part of a business deal to improve relations in the country.

“It was probably more so to stay in good favour with them, for business reasons, than it was for money,” wrote a user on Reddit.

“10 million isn’t really anything to Rihanna and I can’t seem to think of any other reason why she’d say yes.”

Another said: “Honestly though, it seems like she’s networking to expand her businesses in India.”

Western beauty businesses have been increasingly investing in the Indian market, with Chanel opening its first beauty shop in Mumbai in January 2024.

Fenty Beauty will be available to Indian consumers via Nykaa’s Cross Border Store on 7 March.

Hero products including the Gloss Bomb Universal Lip Luminizer and Killawatt Freestyle Highlighter will feature in the initial launch lineup.

"We are delighted to initiate our collaboration with one of the most innovative and disruptive beauty brands globally, Fenty Beauty,” Anchit Nayar, Executive Director and CEO of Nykaa Beauty, said in a statement.

“The brand's commitment to diversity and inclusivity aligns perfectly with Nykaa's mission of democratising beauty for all Indians.”

Read more:

The Indian beauty market is a hot ticket, here’s what you need to know before making your move
Fable & Mane's sibling co-founders on breaking into hair styling and pushing the South Asian narrative in beauty

You may also like