Gen Z favourite Morphe makes strategic entry into India’s beauty market

Colour brand brings Gen Z-focused cosmetics to Indian customers exclusively via Nykaa

Morphe teamed up with radio presenter Daisy Maskell and Mmmmitchell on music-themed collection

Morphe, a favourite among Gen Z beauty consumers, has made its debut in the Indian market.

The strategic entry is part of an exclusive deal with the country’s leading lifestyle destination Nykaa.

Morphe joins other western beauty brands including Jo Malone London, MAC, Charlotte Tilbury and Benefit Cosmetics that are available on Nykaa’s platform.

Launching on Nykaa’s shopping platform and app are a selection of Morphe’s best-sellers, such as the Eye Obsessed Brush Set, Flawless Beauty Sponge, Jaclyn Hill Palette Volume II and Lip Crayon Lylas.

“Morphe is thrilled to be strategically expanding our global distribution and launching this month with Nykaa, India’s largest omni-channel beauty destination,” said the company's VP of Global Brand, Eden Palmer.

“As [a] global brand with a young and extremely diverse customer base, we view this partnership as the perfect opportunity to continue our global growth and bring the brand to Morphe fans in India.”

She added: “We couldn’t be more excited about the promise and the potential of this relationship.”

Among collaborators in Morphe’s portfolio are British radio presenter Daisy Maskell and make-up influencer Mmmmitchell, real name Mitchell Halliday, as well as ‘Dance Moms’ star Maddie Ziegler.



James Charles and Jeffree Star have also teamed up with Morphe on make-up collaborations, but both were dropped by the brand for indiscretions in their personal life.

“Morphe has been high on the wishlist of our customers for a long time and we are thrilled to finally bring it to them on Nykaa,” said a spokesperson for Nykaa.

“With vivid colours, easy-to-use products, Morphe is a phenomenal, globally-loved brand that lets you dial up your creativity with make-up and look forward to seeing our customers enjoy the products as they create their signature looks.”

India’s budding beauty market

As of December 2020, India’s beauty market achieved a value of just over US$15bn, according to Eurmonitor, representing growth of 2.3% from 2019.

The research group also anticipates that India’s cosmetics market will accelerate once again in 2021 by 1.7%, a trend expected to be emulated moving into 2022, with revenues in the beauty sector forecast to increase by 2.8%.

Mass beauty is tipped as the strategic sector for India’s beauty sector, with a market value of more than $11bn, with hair care and personal hygiene products demonstrating a stable market value of $3bn.

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