Mamonde enters Indian market via exclusive Nykaa partnership

INDIA – Amorepacific has officially entered the Indian market with its floral-focused brand Mamonde, launching exclusively on Nykaa, India’s largest beauty and lifestyle e-commerce platform.

This strategic move leverages Nykaa’s position as the country’s leading online beauty retailer, which hosts a wide portfolio of global and domestic brands, to establish Mamonde in a high-growth market. 

Initially, the brand will offer 10 products centred on its signature “Rose HA” and “Peony BHA” lines, a focused rollout designed to build consumer awareness and expand its reach across India.

Nykaa Beauty’s executive director and CEO Anchit Nayar said, “Nykaa has been at the forefront of the K-beauty movement in India, helping consumers discover innovative beauty philosophies and formulations from Korea.”

“With MAMONDE, we are delighted to further expand this portfolio with a brand that brings together floral expertise, Korean beauty innovation, and accessible, high-performance skincare.”

The launch is specifically targeted at Gen Z and millennial consumers, who are the primary drivers of rapid growth in the skincare and K-Beauty segments. 

To appeal to this demographic, the brand is positioning itself with high-performance formulations at accessible price points, a deliberate strategy to broaden its appeal in a market where K-Beauty is often perceived as premium-priced. 

The product assortment has been carefully tailored to local environmental conditions and prevalent skin concerns, following analysis of factors such as intense UV exposure, high temperatures, and seasonal humidity shifts. 

This research led Mamonde to prioritize three key issues for Indian consumers: dehydration, excess sebum, and enlarged pores.

The Rose HA line is formulated with Damask rose extract and five types of hyaluronic acid of varying molecular weights to deliver layered hydration and support a smooth, radiant complexion. 

Meanwhile, the Peony BHA line is built around peony extract and beta hydroxy acid (BHA) to help control oil, refine pores, and maintain skin elasticity. 

A Mamonde spokesperson described India as a key global market with significant growth potential, emphasizing that the brand’s approach, offering climate- and skin-concern-specific products at reasonable prices, is intended to make K-Beauty more accessible to a broader Indian audience. 

The brand also highlighted its three decades of research into floral ingredients and skincare technology as the foundation for delivering differentiated products and brand experiences in India.

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