After the successful launch of world’s leading cosmetic brands like M.A.C, Clinique, Estée Lauder and Bobbi Brown, Nykaa.com India’s leading beauty retailer adds yet another brand to their international portfolio. Smashbox Cosmetics, the Los Angeles-based iconic makeup brand will be available online on Nykaa.com from August 2017. Founded by Dean and Davis Factor, Smashbox Cosmetics is a professional makeup brand born out of a legendary photo studio—Smashbox Studios in L.A (acquired by Estee Lauder in 2010). The line focuses on long-lasting products designed to give a flawless photo ready look.
The Smashbox Cosmetics offering will be available on the specialized ‘Nykaa Luxe’ section on Nykaa.com. The launch will include the range of iconic and bestseller products like Photo Finish primer, Always On liquid lipsticks, Cover Shot eye palettes and Spotlight highlighter amongst others. Catering to the growing demand for luxury beauty among Indian consumers by making international brands available in a click, Nykaa saw a 10X growth in luxury beauty sales last year.
‘In the last six months we have seen an overwhelming response to luxury beauty sales, growing to account for 15% of our revenue. Consumers appreciate our extensive brand selection which gives them the choice of the best beauty brands from around the world. The Smashbox Cosmetics offer with the best of professional makeup, will give our customers the perfect solution to achieve picture perfect looks,’ says Falguni Nayar, founder & CEO, Nykaa.com.
Nykaa.com reported gross merchandise value (GMV) of INR 275 crores for the financial year 2016-17, with a net revenue of INR 214 crores. The beauty portal recorded an increase of 3.6X in GMV compared to the previous financial year. Highlights for the success of Nykaa include the launch of international powerhouse beauty brands like M.A.C, Clinique, The Face Shop and NYX, along with the expansion of physical retail footprint and robust sales of Nykaa Beauty, its in-house range of beauty products.