Mumbai, 04th September 2025: Annyeong, K-beauty lovers! If there’s one thing Nykaa has been passionate about over the years, it’s bringing the best of Korean beauty to India. From skincare staples like Laneige and COSRX, Innisfree to iconic brands like Sulwhasoo, Nykaa has been at the forefront of the K-beauty revolution in India. Now, the story takes an exciting new turn – it’s time for Korean beauty haircare. Nykaa, India’s leading beauty and lifestyle destination, is launching two Korean haircare legends, Mise En Scène and RYO from the house of Amorepacific, Korea’s oldest and largest beauty company, exclusively online and in stores across India. This launch doesn’t just add new names to Nykaa’s portfolio; it deepens a decade-long partnership with Amorepacific that has helped Indian consumers discover world-class beauty innovations inspired by Korean tradition, science, and style.
The excitement around K-beauty is no secret. The recently released Nykaa Beauty Trends Report, in partnership with Redseer, reveals that K-beauty is no longer a niche and is becoming a rising force. Haircare in particular has emerged as a category to watch, fuelled by a growing appetite for high-performance, ingredient-led formulations and the influence of Korean pop culture on beauty choices. This shift has paved the way for Korean innovations that blend science, tradition and style to resonate with the modern Indian consumer.
Mise En Scène: Korea’s No.1 Hair Brand*
For over a decade, Mise En Scène has held the crown as Korea’s number one hair brand*, and now, for the very first time in India, its most beloved ranges, Perfect Serum Original, Perfect Serum Styling, and Salon 10 are available exclusively on Nykaa. Loved for transforming hair health and delivering the coveted Glass Hair look, the brand combines salon-inspired technology with the power of seven precious oils for visible damage repair, shine and protection. With K-pop icons AESPA as global ambassadors, Mise En Scène inspires bold, expressive hair that is effortlessly part of your everyday style.
RYO: Rooted in Tradition, Revolutionizing Scalp Care
RYO is a premium scalp care brand rooted in traditional Korean herbal science. By blending potent natural ingredients with advanced formulations, RYO strengthens hair from root to tip, making scalp health central to beauty, with all products offering hair loss solutions and its RootGen range delivering targeted, gender-specific care for both women and men. This holistic, scalp-first philosophy has made it a trusted choice for consumers seeking both care and luxury.
Commenting on the launch, Anchit Nayar, Executive Director and CEO, Nykaa Beauty, said, “We share Amorepacific’s excitement in bringing RYO and Mise En Scène to India – this marks a significant moment in our decade-long partnership. Together, we’ve introduced beloved brands like Laneige, Aestura, Innisfree, Sulwhasoo, and COSRX that have truly been a catalyst for the K-beauty phenomenon in India. Haircare is emerging as the next frontier for K-beauty brands, driven by sheer efficacy and global trends centered around advanced scalp science, high-performance formulations, and the demand for glass-like, healthy hair.With RYO and Mise En Scène, we see an opportunity to shape a similar movement in India, where Korean expertise can redefine haircare rituals with the same impact skincare once had.”
“We’re thrilled to introduce RYO and Mise En Scène hair care to India- a key milestone in Amorepacific’s journey of bringing heritage-backed, high-performing beauty solutions to new markets. India holds immense potential, and our partnership with Nykaa has been pivotal in making these launches possible. Our commitment to the region is long-term and rooted in understanding the unique needs of Indian consumers, ensuring we deliver products and experiences that truly add value. Together, we aim to offer authentic Korean beauty experiences that seamlessly blend innovation, tradition, and efficacy. I’m confident these brands will resonate deeply and become trusted favourites across the country,” says Paul Lee, Managing Director & Country Head of Amorepacific India.
With this launch, Nykaa continues to lead the K-beauty wave in India, a journey that began with its partnership with Amorepacific in 2016 with the launch of Innisfree. Since then, Nykaa has introduced some of Amorepacific’s most iconic brands from Laneige, Aestura, Innisfree, Sulwhasoo, and COSRX and now brings Mise En Scène and RYO to Indian consumers. This haircare duo is now available exclusively on Nykaa.com, the Nykaa app, and select Nykaa stores.
So whether you want Glass hair or scalp-first care? Shop the bestsellers from Mise En Scène and RYO only on Nykaa.