Priyanka Chopra Jonas partners Nykaa to sell her haircare brand Anomaly

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

During the launch, Jonas said that he still preferred to use traditional Indian beauty care methods such as rouge, curd and honey, but her product Anomaly has been developed with ingredients that allow people to treat their hair when time is running out.

Launching exclusively at Nykaa on August 26, Anomaly is based on the philosophy that everyone should have access to high-quality hair care without compromising choice, price or the planet.

Anomaly, as its name suggests, is based on Priyanka Chopra Jonas's belief that we are all unique as individuals and that our hair reflects that. Committed to making more sustainable choices in her personal life, Priyanka is passionate about channeling her passion for the environment into her brand. Anomaly presents Indian consumers with options that enable them without incurring the cost of land. Everything in the set is gender neutral, priced at INR 750, and housed in bottles made from 100% plastic garbage and unlimited recyclable cans.

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

Anomaly's vision is to be "accessible to all genders and all hair types" through Nykaa's unrivaled electronic presence, extensive retail doorstep distribution, and 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 build her amazing Anomaly brand in India. At Nykaa, we are committed to launching some of the world's most disruptive brands that will attract love for its ethics, innovation and efficiency. Anomaly's philosophy with the Nykaa brand positioning is to "democratize beauty for all". The commonalities also extend to the meeting of two brands, led by founders, that are changing the way that consumers access beauty.

Priyanka Chopra Jonas, founder of Anomaly, said. "We built this brand on the belief that great hair first begins with great care, something I learned from my mother and grandmother during their regular oiling, deep cleansing and conditioning routines. With this in mind, along with my partners at Maesa, we have developed a range of products designed with powerful and effective ingredients that love your hair from root to tip. Thanks to the Nykaa Team for their collaboration and a warm welcome to the family.

Nykaa is a pioneer in beauty and lifestyle and has a deep understanding of what the Indian consumer wants, and I am very excited to see Anomaly grow in India under their wing.”

The range consists of comprehensive hair care solutions through shampoo and conditioner for different hair needs, high performance hair and scalp oil and entry into high growth and emerging product categories with dry shampoo and bonding mask.

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