Beauty retailer Nykaa has entered into a strategic partnership with South Korea’s APR Corporation to launch skincare brand medicube in India, marking the brand’s omnichannel debut in the country. 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.
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.
For Nykaa, the launch strengthens its 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.
medicube 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 in India 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.
The launch comes amid sustained consumer interest in ingredient-led and performance-driven skincare in India, particularly within the Korean beauty segment.
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%.
medicube products will be available on Nykaa.com, the Nykaa app and select Nykaa retail stores across the country.
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