Beauty retailer Nykaa has entered into a strategic partnership with South Korea's APR Group to launch skincare brand medicube in India, marking the brand's omnichannel debut in the country. According to reports from CNBC TV18, the brand has built global traction on the back of viral products across collagen, PDRN and pore-care segments. The brand will be available exclusively on Nykaa's online platforms and select offline stores starting February 20. As reported by The Tribune, medicube is now available across the platform and select retail stores, strengthening Nykaa's Korean beauty portfolio through this exclusive partnership.
As reported by CNBC TV18, medicube is positioned as a results-led skincare label, known for dermatologist-tested formulations and clinically backed ingredients targeting concerns such as pores, pigmentation, elasticity and hydration. The brand will debut in India with four key ranges — Zero, PDRN, Collagen and Deep Vita C — spanning cleansers, toners, serums and masks. Among the products being introduced are the Collagen Night Wrapping Mask (₹2,600), Collagen Niacinamide Jelly Cream (₹1,600), PDRN Pink Collagen Gel Mask (₹2,500) and PDRN Pink Peptide Serum (₹2,300), among others. According to The Tribune, the Collagen Night Wrapping Mask is infused with Collagen Extract, Niacinamide, and Ceramide NP, while the PDRN Pink Collagen Gel Mask is enriched with Salmon PDRN, Hydrolyzed Collagen, and Niacinamide to visibly brighten and restore radiance.
According to CNBC TV18, the launch strengthens Nykaa's Korean beauty portfolio, a category it has steadily expanded over the past decade. The company operates a dedicated Korean Beauty Store online and has a retail footprint of over 280 stores across India. With K-beauty continuing to see strong demand among urban consumers, Nykaa is positioning itself as a launch platform for global Korean brands looking to enter India. As reported by The Tribune, Nykaa has shaped India's K-beauty revolution over the last decade, building the country's largest and most thoughtfully curated Korean beauty ecosystem across skincare, derma-cosmetics, and haircare. The arrival of medicube strengthens a category Nykaa has already scaled and mainstreamed, further expanding access to globally trending, performance-driven Korean beauty for Indian consumers.
As reported by CNBC TV18, the brand has gained a cult following globally. After its US launch in August last year, APR reportedly said its Amazon US sales surged 432%. The launch comes amid sustained consumer interest in ingredient-led and performance-driven skincare in India, particularly within the Korean beauty segment. medicube products are available on Nykaa.com, the Nykaa app and select Nykaa retail stores across the country, with the brand's high-performance formulas and dramatic before-and-after results earning it a loyal global following.
