Indian beauty and fashion retailer Nykaa has officially entered the premium beauty space with the launch of its first in-house luxury beauty brand, marking a strategic shift toward higher-margin, private-label products. The move positions Nykaa to compete more aggressively with global luxury beauty players while deepening control over product innovation, branding, and customer experience. The newly launched luxury brand focuses on high-end skincare and beauty formulations designed to meet the growing demand for premium, science-backed products among Indian consumers. Nykaa has invested heavily in research, ingredient sourcing, and packaging to ensure the brand aligns with international luxury standards. The products…