Premium home décor and lifestyle brand PURE Home + Living has appointed former Nykaa executive Sukhleen Aneja as its Chief Executive Officer, as the company looks to strengthen its position in India’s rapidly evolving home and lifestyle market.

Aneja brings over two decades of experience across consumer goods, beauty, retail, and brand-building, having worked with leading companies including Nykaa, L'Oréal, Reckitt and Unilever.

Most recently, she served as Senior Vice President and Business Head at Nykaa, where she led Kay Beauty, Earth Rhythm and the company’s global exports business across the UK and UAE. During her tenure, Kay Beauty marked its international debut in the United Kingdom through a launch with premium beauty retailer Space NK in August 2025.

At PURE Home + Living, Aneja will oversee the brand’s overall strategy, including retail expansion, omnichannel growth, product development, and customer experience initiatives.

“The home and décor category in India is at a very exciting inflection point today. Consumers are increasingly viewing their homes as an extension of their personality, lifestyle, and aspirations, driving demand for elevated and thoughtfully designed living spaces,” said Sukhleen Aneja, CEO, PURE Home + Living.

“PURE Home + Living has built a strong foundation and brand legacy, and I’m thrilled to join at a time when the category itself is witnessing such powerful momentum. My focus will be on building a sharper, more differentiated brand — one that combines design, accessibility, quality, and emotional connection at scale across every touchpoint,” she added.

Commenting on the appointment, Timmy Sarna, Founder and CEO of PURE Home + Living, said Aneja’s expertise in scaling aspirational brands and building strong consumer connections comes at a critical phase of the company’s growth.

“Sukhleen brings an exceptional understanding of consumer brands, category creation, and modern retail. Her experience in scaling aspirational brands and building strong consumer connections makes her a valuable addition to PURE Home + Living at a pivotal stage of our growth journey,” Sarna said.

Founded as part of DLF Brands, PURE Home + Living has established a presence across major Indian cities through its retail stores and omnichannel operations. The company offers contemporary home accessories, furnishings, kitchenware, décor accents, fragrances and gifting solutions targeted at modern Indian consumers.

The leadership transition comes at a time when India’s home décor and furnishings market is witnessing robust growth, driven by rising disposable incomes, urbanisation, premiumisation trends, and increasing consumer focus on lifestyle-led living spaces.

Aneja’s career spans multiple leadership roles across FMCG and beauty sectors. Before joining Nykaa, she served as CEO of Beauty & FMCG Brands at Good Glamm Group, where she led the integration and scaling of digital-first brands such as MyGlamm, Sirona, The Moms Co., Organic Harvest and St Botanica. During her stint, the acquired brands reportedly achieved 250 per cent revenue growth.

Earlier, as Chief Marketing Officer for Reckitt’s Hygiene business in South Asia, she led brands including Harpic, Lysol and Vanish, driving strong market penetration and award-winning campaigns such as Mission Paani. She also held senior marketing and innovation roles at L’Oréal and Lakmé, where she worked on launches including Lakmé Absolute and Eyeconic Kajal.

PURE Home + Living said it will continue to focus on innovation, design-led merchandising, and omnichannel expansion as it strengthens its footprint in India’s premium home and lifestyle segment.