Korean skincare brand medicube makes its omnichannel debut in India through Nykaa’s online platforms and select retail stores from February 20
Indian beauty retailer Nykaa has entered into a strategic partnership with South Korea’s APR Corporation to introduce its skincare brand medicube to India, marking the brand’s first omnichannel entry into the market.
The products will be available on Nykaa’s website, mobile application and select offline stores from February 20, according to the company.
Medicube has gained international visibility for its ingredient-led formulations, particularly across collagen-based products, PDRN-infused treatments and pore-care solutions. The brand positions itself as a performance-focused skincare label offering dermatologist-tested products formulated with clinically backed ingredients. Its portfolio targets common concerns such as pigmentation, enlarged pores, loss of elasticity and dehydration.
The launch further strengthens Nykaa’s Korean beauty portfolio, a category the retailer has steadily expanded over the past decade. The company operates a dedicated Korean Beauty section online and has built a retail network of over 280 stores across India. With Korean skincare continuing to witness sustained demand among urban consumers, Nykaa is increasingly positioning itself as a launchpad for global K-beauty brands entering the Indian market.
In India, medicube will debut with four core ranges — Zero, PDRN, Collagen and Deep Vita C — spanning cleansers, toners, serums and face masks.
Products being introduced include the Collagen Night Wrapping Mask priced at Rs 2,600, Collagen Niacinamide Jelly Cream at Rs 1,600, PDRN Pink Collagen Gel Mask at Rs 2,500 and PDRN Pink Peptide Serum at Rs 2,300, among others.
The entry comes amid rising consumer preference for ingredient-driven and efficacy-focused skincare products in India, particularly within the Korean beauty segment. Globally, Medicube has reported strong traction. Following its launch in the US market in August last year, APR said its sales on Amazon US rose 432 per cent.
The medicube range will be retailed through Nykaa’s digital platforms and selected physical outlets nationwide.
