THE WHAT? Beauty retailer Nykaa has teamed up with ELCA Cosmetics Pvt Ltd, a subsidiary of global beauty company Estee Lauder Companies, to launch a range of premium Aveda salons in India, according to the Hindu Business Line. 

THE DETAILS The salons, named Aveda x Nykaa, will feature luxury professional hair care services, with the first to open in Bengaluru and a further two salons this year. 

Alongside running the salons, the two companies stated they would also look at partnering with existing salon operators. 

The partnership will make use of Aveda’s performance and clean beauty products, as well as Nykaa’s retail and Indian beauty knowledge. 

THE WHY? Talking to BusinessLine, Anchit Nayar, CEO, E-commerce Beauty, Nykaa, stated that the salons are a broader strategy of premiumising hair care segment in India. 

“We want to grow and premiumise the beauty market and bring the best the world has to offer to Indian consumers. This partnership is based on these fundamental beliefs. We believe the haircare category in India is ripe for disruption and we felt Aveda was the best partner to be able to offer differentiated solutions for the discerning Indian consumers,” he said.

“Besides distributing Aveda products through multiple channels, including our B2B distribution business, we are also partnering to open flagship salons that will bring a unique and innovative salon experience to the country.”