Priyanka Chopra’s haircare brand Anomaly debuts on Nykaa

• ByTejika Bajaj     |    August 27, 2022

Anomaly, a haircare brand founded by Priyanka Chopra, debuted exclusively in India today on the beauty and lifestyle e-tailer Nykaa. The collection includes shampoos and conditioners for various hair requirements that are available in US retailers such as Walgreens, Kroger, CVS, and online at Amazon.

The news comes as a spate of international beauty brands, like Canada’s The Ordinary and the skincare brand Inde Wild, enter the local market in collaboration with Nykaa. Chopra founded Anomaly in cooperation with global beauty incubator Maesa in 2021.

Priyanka Chopra, said, “Right now, we’re evaluating South Africa, the Middle East, and Europe; we’re working on a number of developments. But for the time being, the expansion is to India, with the next steps to follow soon. Anomaly’s stance in the Indian market is intriguing due to the evolution of consumer tastes in the country. I believe that the value we offer is that all of the products are available for Rs 1,000 or less, which we believe is a terrific deal pricing for a specific target group that is already spending this or more on beauty.”

Anchit Nayar, CEO of Nykaa’s cosmetics e-commerce company, stated, “We have a tremendous grasp of the consumer and the market. So you’ll see how we leverage our data, consumer insights, and specialisation to enhance Anomaly’s go-to-market strategy in the coming months. Nayar said at a press conference on Thursday. Hair care is the third largest segment in the beauty and personal care industry, after makeup and skincare, but it is by far the fastest growing. So we believe that the next couple of years will be the years of haircare.”

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