Priyanka Chopra Jonas's Anomaly partners with Nykaa for India entry

By

Maverick Martins

Published
Aug 29, 2022

Priyanka Chopra Jonas’s haircare brand named ‘Anomaly’ has entered the Indian market with an exclusive partnership with the country’s leading beauty retailer Nykaa.

Anomaly was launched last year by actress, producer, activist, and author Priyanka Chopra Jonas, in partnership with global beauty incubator Maesa.

Commenting on the launch, Anchit Nayar, CEO e-commerce beauty at Nykaa in a statement said, “We are proud to partner with Priyanka Chopra Jonas to build her stellar haircare brand Anomaly in India. At Nykaa, we are committed to launching some of the most disruptive global brands that will garner love for their ethos, innovation, and efficacy. Anomaly’s philosophy aligns with Nykaa’s brand positioning of ‘Democratizing Beauty for All’. The commonality also extends to the meeting of two power-brands, driven by Women founders, who are changing the way beauty is accessed by consumers.”

Priyanka Chopra Jonas, founder of Anomaly added, “I’m so proud to bring Anomaly haircare to India. What makes our India launch incredibly special is that this brand was born here, from the haircare routines I followed growing up, and now it’s coming home. Nykaa is a pioneer in beauty and lifestyle and has a deep understanding of what the Indian consumer wants, and I am so excited to see Anomaly grow across India under their wing.”

Anomaly’s range of products include hair masks, dry shampoos, shampoos, and conditioners. The line is placed in the value segment of the market and is designed to promote an acceptance of all forms of beauty.