Nykaa launches The Ordinary in India

Multi-brand beauty retailer Nykaa has launched skincare brand The Ordinary in India exclusively on its e-commerce platform. The brand will launch in Nykaa’s brick-and-mortar stores later this month.

“Drop everything 'cuz we’re about to reveal our most-awaited skincare launch,” Nykaa announced on Facebook over the weekend. “Yep, you guessed it right, we’ve got you The Ordinary, in India only at Nykaa!” The brand wrote that it had received numerous requests to stock the international brand on its platform and has finally been able to bring it to India.

Canadian business Deciem launched The Ordinary as a skincare subsidiary in 2016. The brand is known for its ingredients-led skincare, minimalist packaging, and its claim to sell luxury products at affordable prices. The ordinary has launched in India online with Nykaa with a selection of 28 of its cleansing, toning, and moisturising products with several options for packaged sets.

Products which have launched as part of the first drop include a Salicylic Acid 2% Masque, Granactive Retinoid 2% Emulsion, Vitamin C Suspension 23% +HA, Squalane Cleanser, and AHA 30% + BHA 2% Peeling Solution among others. Products are priced between Rs 500 and Rs 2,800.

The Ordinary has ambitious plans for the Indian market and expects it to become one of its top two markets in terms of revenue in the coming five years. “We are excited to introduce The Ordinary to our diverse consumer base as a brand positioned to be an affordable, science-backed skincare brand,” said Rohan Vaziralli, general manager at parent company The Estee Lauder Companies, India, the Economic Times reported.

Nykaa launches The Ordinary in India

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