Call it a democratization of beauty.
Over the weekend of Nov. 4 and 5, India’s beauty retail powerhouse Nykaa launched its first experiential event, Nykaaland, on the Royal Western India Turf Club on the Mahalaxmi Racecourse in Mumbai.
Organized along side Bookmyshow Live, an entertainment company, the event drew greater than 80 brands, including big global players and native players, mass and premium.
The brands included Estée Lauder, The Strange, Bath & Body Works, Victoria’s Secret, MAC Cosmetics, Charlotte Tilbury, Maybelline Latest York, Nykaa Cosmetics, Sol de Janeiro, Huda Beauty, E.l.f., Lancôme, Fable & Mane, Anomaly, Olaplex, Murad, Profit Cosmetics and Pat McGrath, amongst others.
Urban Decay — launched by the L’Oréal International Division in India for the primary time — had a robust...
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