WSL Desk
Young India’s global beauty and wellness platform, kindlife, has announced its offline expansion in India through a collaboration with NewU, a retail chain operated by H & B Stores Limited, a subsidiary of Dabur India Ltd. This strategic partnership aims to bring Korean and Japanese beauty brands to a wider audience via NewU’s 100+ stores across India.
NewU and Kindlife Partnership
With this partnership, Kindlife is now stepping into the offline retail space to make self-care more accessible. “This collaboration with NewU allows us to bring our unique curation of Korean beauty brands directly to customers, enhancing their shopping experience while expanding our reach beyond digital channels,” said Radhika Ghai, Founder and CEO of kindlife.
NewU, a beauty and personal care retailer, offers a diverse range of skincare, haircare, makeup, and grooming products. The partnership will introduce a dedicated K-Beauty section in NewU stores, featuring popular brands like COSRX, Iunik, and Secret Key.
“We are thrilled to partner with kindlife to bring the best of K-Beauty to our customers,” said Manish Asthana, COO of NewU.
Demand for K-Beauty in India
This collaboration marks a milestone in India’s growing beauty market, targeting 700 million Gen Z and Millennial consumers. By combining NewU’s retail presence with Kindlife’s global curation, the partnership aims to elevate beauty shopping experiences for consumers across the country, the brands announced on February 4, 2025.
