Eyeing the growing Indian beauty market, which is currently pegged at USD15.6 billion, Coty Inc is all set to bring the prestige beauty brand Kylie Cosmetics in the country. In fact, the company has already signed a distributor partnership with major Indian beauty marketing and distribution company House of Beauty to launch the brand here.

Talking about the new business plan, Kristina Strunz, Managing Director, Coty Southeast Asia and India said, “Kylie Cosmetics represents a tremendous opportunity to drive the Coty business forward in India, as the brand appeals to a modern shopper with an international outlook who cares about kindness, authenticity, and quality. Coty and the Kylie Cosmetics team have fearlessly grown the brand into a holistic, beauty lifestyle destination with global appeal – and we are confident that this winning formula will resonate well with beauty shoppers in India.”

In 2019, Coty Inc bought 51% of the Kylie Cosmetics from founder Kylie Jenner, the reality TV star, social media influencer, celebrity model and the youngest of the globally known Kardashian-Jenner clan. The buy was meant to revitalize Coty’s market presence and global acceptance based on Jenner’s popularity on social media and her huge brand recall.

In India as well, the company is hoping to tap into Kylie Jenner’s fan base among the young and upwardly mobile consumers. “We are proud to partner with House of Beauty to help Coty meet the growing demand for Prestige Beauty in India and look forward to launching Kylie Cosmetics over the coming months. The agreement covers the development of retail marketing programmes and brand building activities to push Kylie Cosmetics in India,” Strunz added.

Building Kylie Cosmetics In India

House of Beauty is well known beauty marketing and distribution companies in India with an impressive portfolio of international beauty brands. “House of Beauty has proven successful in building and scaling premium global beauty brands through strong brand storytelling, superior distribution, robust partnerships and extensive omnichannel expertise. There is growing demand for quality make-up across India. So, we are delighted to complete this partnership between Coty and our Group company, House of Beauty, to add Kylie Cosmetics to our exciting beauty portfolio. Together with Coty, we look forward to strengthening our national portfolio and footprint and hope to accelerate the rise of premium beauty in South Asia by making Kylie Cosmetics shine in India,” said Shriti Malhotra, Group CEO, Quest Retail – House of Beauty.

To promote this exclusive makeup and beauty brand in the country, House of Beauty is looking to implement innovative and immersive marketing activation strategies and omnichannel retail concepts. According to company statement, there is a growing demand for prestige makeup products in India, so House of Beauty will not only launch Kylie Cosmetics but will also develop interesting retail marketing campaigns engage and inspire the millions of Kylie Jenner fans across the country. Malhotra looks to leverages the company’s expertise in brand building and distribution to develop this globally popular brand in India.

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