Moxie Beauty, a D2C haircare brand based in Gurugram, has announced its partnership with Nykaa, India’s leading beauty and lifestyle retailer. This collaboration marks a significant step in Moxie Beauty’s growth strategy, making its full range of products available on the Nykaa platform.
All of Moxie Beauty’s current lineup will now be available on Nykaa, offering customers access to its premium haircare solutions. In celebration of this partnership, Moxie Beauty will be exclusively launching its highly sought-after Frizz Fighting Serum on Nykaa. Specifically developed based on insights from Nykaa’s customer base, this product is designed to tackle frizzy and dry hair, a common concern among Indian consumers.
Company’s primary target audience is a concern-driven demographic of individuals aged 24-40, who are focused on building an effective haircare routine for dry and frizzy hair. The brand anticipates that Nykaa’s platform will enable it to reach a broader audience and reinforce its positioning as a leader in the haircare segment.
Nikita Khanna, Founder, Moxie Beauty, said, “Our partnership with Nykaa is more than just about increasing sales; it’s about building deeper connections with consumers who are looking for thoughtfully formulated products to address their hair concerns. We see Nykaa as a key partner in our journey to becoming a household name in the Indian beauty market. We believe this collaboration will help us to engage with a wider audience that values quality and efficacy in their haircare routine.”
This partnership is part of Moxie Beauty’s broader strategy to enhance brand visibility in the Indian beauty sector. By collaborating with a platform where sales are more discovery-based rather than purely search-driven, Moxie Beauty aims to build a stronger presence and connect with a wider audience.
Moxie Beauty’s flagship range, designed specifically for dry, frizzy, curly, and wavy hair, will be prominently featured on Nykaa. This collection offers a comprehensive routine, including cleansing, conditioning, enhancing, and styling products tailored to address the unique challenges of these hair textures. Through this partnership, Moxie Beauty is set to expand its market reach and strengthen its long-term brand-building efforts in the competitive Indian beauty industry.
Among the key focus products are the Ditch-the-Frizz Trio, a complete set for managing dry and frizzy hair, and the ‘On the Fly’ Hair Finishing Stick, a quick fix for flyaways and sleek styles.
