Priyanka Chopra’s haircare brand Anomaly debuts on Nykaa

The collection consists of hair care solutions such as shampoos and conditioners for different hair needs selling in the US retailers like Walgreens, Kroger, CVS, and online on Amazon.

The development comes amid a slew of international beauty brands like Canada-based
The Ordinary and the skincare brand
Inde Wild, also entering the domestic market in partnership with Nykaa. Anomaly was founded by Chopra in partnership with global beauty incubator Maesa in 2021.

“Right now, we’re evaluating South Africa, the Middle East and Europe, there are many innovations that we’re working on. But as of now, the expansion is to India, and the next steps coming soon,” Chopra told ET.

Anchit Nayar, CEO of the beauty e-commerce business at Nykaa, said that Anomaly would be available across Nykaa’s physical stores in 60 cities and online across 1500 cities and towns. Along with distribution, Nykaa would support Anomaly with marketing.

“We have a fantastic understanding of the consumer and the market… So how we leverage our data, our consumer insights, and our specialisation to help Anomaly’s go to market strategy, you would see that in the coming months,” Nayar said at a press conference on Thursday. “Within the beauty and personal care, hair care is the third largest category after makeup and skincare, but it’s by far the fastest growing. So we think the next the next couple of years is going to be the years for haircare,” he said.

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Chopra said that Anomaly’s positioning in the Indian market is interesting because of the way consumer preferences have evolved here. “I believe that the value we offer is the fact that all the products are available at Rs 1,000 and under, which we believe is a great offer price for a specific target audience that is already spending this or more on beauty,” she said.