Nykaa has expanded its Korean beauty offerings in India with the introduction of haircare brands Mise En Scène and RYO, in partnership with Amorepacific, South Korea’s largest and oldest beauty company. The launch marks the 10th anniversary of Nykaa’s collaboration with Amorepacific, bringing premium Korean haircare to Indian consumers for the first time.
Since 2016, Nykaa has partnered with Amorepacific to bring a range of K-beauty brands to India, including Laneige, Innisfree, Sulwhasoo, COSRX, and Aestura. The collaboration has played a key role in popularizing K-beauty products across skincare and cosmetics categories in the Indian market.
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, highlighted that the partnership has consistently introduced global K-beauty favorites. With the entry into haircare, Nykaa aims to replicate the success of K-beauty skincare by focusing on high-performance, science-backed formulations for Indian consumers.
Mise En Scène, the top-selling haircare brand in Korea, is making its debut in India through Nykaa. The brand is renowned for its “Glass Hair” technology, which combines salon-inspired formulations with a blend of oils to repair damage, enhance shine, and promote healthy hair.
Key products now available in India include:
Perfect Serum Original
Perfect Serum Styling
Salon 10 range
These products cater to consumers seeking high-quality, result-driven haircare solutions, mirroring the global K-beauty emphasis on efficacy and innovation.
RYO, another Amorepacific brand, emphasizes scalp care rooted in traditional Korean herbal science. The brand’s offerings target hair loss prevention and hair strength, with the RootGen range providing gender-specific solutions.
Paul Lee, Managing Director & Country Head of Amorepacific India, stated that the brands are designed to deliver authentic Korean beauty experiences that combine innovation, tradition, and effectiveness. The launch reinforces the commitment to catering to the unique needs of Indian consumers while expanding the K-beauty footprint in haircare.
K-beauty has evolved from a niche category to a mainstream phenomenon in India, driven by consumer preference for ingredient-led, high-performance formulations. According to Nykaa’s Beauty Trends Report in collaboration with Redseer, Indian consumers are increasingly seeking products that combine scientific innovation with traditional beauty rituals, particularly in haircare.
The entry of Mise En Scène and RYO taps into this growing trend, offering solutions that address scalp health, hair damage repair, and styling needs. These brands are expected to resonate strongly with urban consumers looking for premium haircare options.
Both Mise En Scène and RYO will be exclusively available on Nykaa’s online platforms as well as select physical stores nationwide. The launch expands Nykaa’s portfolio of Amorepacific brands to eight, reinforcing the company’s position as a key retailer of authentic Korean beauty products in India.
The launch of these brands highlights a significant opportunity in India’s haircare segment. By leveraging Korean expertise, advanced formulations, and targeted solutions, Nykaa and Amorepacific aim to redefine haircare rituals in India, similar to the impact K-beauty had on skincare.
The partnership also underscores Nykaa’s strategy to focus on premium, high-performance beauty products that meet the evolving preferences of Indian consumers, while strengthening the market presence of Korean brands in India.
Conclusion
With the introduction of Mise En Scène and RYO, Nykaa and Amorepacific are bringing premium Korean haircare solutions to Indian consumers for the first time. These brands offer innovative, science-backed products for hair repair, scalp health, and styling, catering to a rising demand for ingredient-led and high-performance haircare. The launch marks a milestone in the 10-year collaboration between Nykaa and Amorepacific and strengthens the K-beauty ecosystem in India.