"we view this partnership as the perfect opportunity"
Popular makeup brand Morphe has made its debut in the Indian market.
Launched exclusively via Indian beauty store, Nykaa, the makeup company has been a Gen-Z favourite ever since it was founded by sibling duo Linda and Chris Tawil in Los Angeles in 2008.
Morphe’s best-selling products including the Eye Obsessed Brush Set, Flawless Beauty Sponge, Lip Crayon Lylas and Jaclyn Hill Palette Volume II are all available on the platform and select physical stores.
The brand will be joining the likes of other international cosmetic companies including MAC, Charlotte Tilbury and Benefit as well as India’s own such as Lotus, Plum and FabIndia.
Believing in bold self-expression, the company tries to break rules and banish stereotypes with their vivid colours which are still formulated with nourishing ingredients.
Eden Palmer, Vice President of Morphe said:
“Morphe is thrilled to be strategically expanding our global distribution and launching this month with Nykaa, India’s largest omnichannel beauty destination.
“As a global brand with a young, and extremely diverse customer base, we view this partnership as the perfect opportunity to continue our global growth and bring the brand to Morphe fans in India.
“We’re confident that the values of Nykaa’s customers are aligned with our brand pillars of Artistry, Inclusivity, and Accessibility and synergistic with our mission to offer aspirational, high-performance, and affordable artistry products while nurturing a positive, inspiring, and connected community of makeup lovers.
“We couldn’t be more excited about the promise and the potential of this relationship.”
Mumbai-based Nykaa is an even younger company itself, founded by banker turned businesswoman, Falguni Nayar, in 2012 as a unicorn startup.
It is now valued at Rs. 85 billion (£830 million) and currently sells fashion and wellness products as well as makeup on its website, mobile apps and 76 physical stores across India.
A Nykaa Spokesperson said:
“Morphe has been high on the wishlist of our customers for a long time and we are thrilled to finally bring it to them on Nykaa.
“With vivid colours, easy to use products, Morphe is a phenomenal, globally-loved brand that lets you dial up your creativity with makeup and we look forward to seeing our customers enjoy the products as they create their signature looks!”
The beauty sector is currently a key industry in India, with a market value of more than $11 billion as of 2020, according to Euromonitor International.