Nykaa’s strategic move into the UAE underscores the vibrant opportunities available for Indian and global beauty brands in this dynamic market
Indian beauty products are making a significant impact in Dubai, driven by the city’s unique blend of geographical proximity, cultural affinity, and a long history of bilateral relations between India and the UAE. These ties, which trace back to the 1970s, have only deepened in recent years, setting the stage for Indian beauty brands to establish a strong presence in the UAE market.
Dubai, with its reputation as a global hub and home to a thriving Indian expatriate community, has become the new address for affluent Indians seeking a luxurious lifestyle. The city’s strategic position serves as a gateway between their homeland and the rest of the world, making it an attractive destination for Indian businesses, including the beauty sector.
Nykaa, India’s leading omnichannel beauty platform, is the latest brand to tap into Dubai’s burgeoning market. As part of its ambitious expansion strategy, Nykaa entered a joint venture with the GCC-based Apparel Group, securing a 55% majority stake, with the remaining 45% held by Apparel Group. This partnership received a $2.5 million boost from Nessa International (Nysaa Beauty LLC), paving the way for the brand’s expansion in the UAE.
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As a bridge between East and West, Dubai continues to solidify its position as a central hub for international trade and commerce, providing beauty brands with unparalleled access to thrive in this flourishing environment
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Additionally, the UAE’s strategic location positions it as an ideal springboard for brands aiming to enter emerging markets, including Africa
The result of this collaboration is Nysaa, an innovative retail concept that seamlessly integrates in-store experiences with digital engagement. Designed to cater to the modern beauty consumer, Nysaa blends authenticity with accessibility, offering a unique shopping experience that resonates with Dubai’s diverse clientele. Over the next five years, the brand plans to open 100 stores across the GCC, supported by a robust online presence, which is set to redefine the region’s beauty landscape.
Falguni Nayar, founder and CEO of Nykaa, emphasized the significance of this expansion: “Nysaa’s first store in Dubai marks a major milestone in our international journey. Our collaboration with Apparel Group combines Nykaa’s leadership in India’s beauty market with their retail expertise in the GCC. After earning the trust of Indian consumers for over a decade, we are eager to recreate that exceptional beauty shopping experience, both online and offline, for the discerning consumers of the GCC.”
The inaugural Nysaa store, located in Dubai’s Mirdif City Centre Shopping Mall, spans 2,436 square feet and features a premium selection of international, Indian-born, and local brands. The store offers an immersive, personalized shopping experience, with knowledgeable beauty advisors on hand to assist customers. Additionally, the store includes a content creation booth, allowing influencers and customers to engage with Nysaa’s products and share their experiences on social media, further enhancing the interactive nature of the shopping experience.
As online sales are projected to account for 24.1% of the total revenue in the UAE’s beauty and personal care market, Nysaa’s e-commerce-first model aligns perfectly with these market trends. The expansion into the UAE not only strengthens Nykaa’s global presence but also paves the way for other Indian brands to enter the GCC region, tapping into the growing online consumer base.
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