Our Story

At Nirnita, we have been visionaries since day one. Our special world of “all things beauty, all in one place” immediately connected with our beauty lovers and how they actually shop in our stores and online. And it forever changed the game.

Today we’re in an exciting time as culture is shifting and beauty is evolving. As we head into our next chapter, we will continue to lead the same way we started – as visionaries in beauty and retail. By celebrating the meaningful role beauty plays in our lives, redefining how beauty is portrayed and increasing support of trailblazing causes, we’ll bring new possibilities to life and drive more meaningful purpose for our brand, our company and our guests. 

You’re not here to get beautiful. You’re here because you already are. Together, we will change what beauty means to the world.
Nourin Ahmed
Managind Director

Vision, Mission & Values


To be the most loved beauty destination of our guests and the most admired retailer by our Nirnita associates, communities, partners and investors.


Every day, we use the power of beauty to bring to life the possibilities that lie within each of us — inspiring every guest and enabling each associate to build a fulfilling career.


We work toward our vision and mission with our values at the heart of everything we do.