The Ordinary enters the Indian market via Nykaa 

The Ordinary enters the Indian market via Nykaa 

THE WHAT? Estée Lauder Companies-owned The Ordinary is set to expand into the Indian market, available via Nykaa online and its 58 Luxe stores. 

THE DETAILS Talking to WWD.com, the brand states that in the next five years it expects India to be one of its top three markets internationally. 

THE WHY? Nicola Kilner, Deciem’s Chief Executive Officer, stated, “India for us as a company has been happening for the last five years. It will be our biggest new market launch for four years. We have huge expectations.

“Even on Instagram, India is one of the top 10 countries where our followers are from. And we’re not even in that market yet. We do currently service it from our own e-commerce website, but we ship from the U.K. and it takes weeks to get there. Even with that, our sales have tripled over the last year in India.”

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