Priyanka Chopra Jonas partners with Nykaa to sell her hair care brand Anomaly

Actress Priyanka Chopra Jonas on Thursday announced a partnership with beauty and wellness e-commerce company FSN E-commerce, which operates under the Nykaa brand, to launch her hair care brand Anomaly in India.

At the launch, Jonas said she still prefers to use traditional Indian methods of beauty care like blush, curds, honey, but her Anomaly product was developed with ingredients to allow people to treat their hair when they’re short on time.

Launching exclusively on Nykaa on August 26, Anomaly was built on the philosophy that everyone should have access to quality hair care without compromising choice, price or the planet.

Anomaly, as the name suggests, is based on Priyanka Chopra Jonas’ belief that we are all unique as individuals and our hair reflects that. Committed to making more sustainable choices in her personal life, Priyanka was driven to channel her passion for the environment into her brand. Anomaly presents Indian consumers with choices that empower them without costing them the earth. Everything in the collection is gender neutral, priced from INR 750, and housed in bottles made from 100% plastic waste and endlessly recyclable cans.

With high-performance products, affordable prices, clean formulations and sustainable packaging.

Anomaly’s vision is to be “accessible to all genders and all hair types” through Nykaa’s unparalleled e-com presence, wide distribution of retail doorways and through Nykaa’s distribution channel. , Nykaa Super Store.

Anchit Nayar, CEO of E-commerce Beauty, Nykaa, said, “We are proud to partner with Priyanka Chopra Jonas to bring her stellar haircare brand Anomaly to India. At Nykaa, we are committed to launching some of the most disruptive global brands that will spark love for their ethos, innovation and efficiency. Anomaly’s philosophy aligns with the positioning of the Nykaa brand to “democratize beauty for all”. The commonality also extends to the meeting of two powerful brands, led by founding women, who are changing the way consumers access beauty.”

“I’m so proud to bring Anomaly hair care to India. What makes our launch in India incredibly special is that this brand was born here, from the hair care routines I followed growing up, and now she’s coming home,” said Priyanka Chopra Jonas, Founder. of anomaly. “We built this brand on the idea that great hair starts with great care, something I learned from my mother and grandmother through regular routines of oiling, cleaning and depth and conditioning. With this in mind, and alongside my partners at Maesa, we have developed a collection of products formulated with powerful and effective ingredients that love your hair from root to tip. Thanks to the team at Nykaa for your partnership and a very warm welcome in the family.

Nykaa is a beauty and lifestyle pioneer and has a deep understanding of what the Indian consumer wants, and I’m so excited to see Anomaly grow across India under her wing.”

The collection consists of end-to-end hair care solutions through shampoos and conditioners for different hair needs, high performance hair and scalp oil and entry into high growth and emerging product categories. with a dry shampoo and a bonding mask.

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