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Last Updated 29.04.2024 | 6:42 PM IST
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Priyanka Chopra’s hair care line Anomaly finally makes debut in India on Nykaa!

en Bollywood News Priyanka Chopra’s hair care line Anomaly finally makes debut in India on Nykaa!

Global star Priyanka Chopra released her own line of clean, cruelty-free, and vegan hair care products consisting of three kinds of shampoo, three kinds of conditioner, dry shampoo, and mask. The brainchild of global icon Priyanka Chopra Jonas, Anomaly has finally made its debut exclusively on the India’s leading beauty and lifestyle focused retailer called Nykaa. Founded by actress, producer, activist, and author Priyanka Chopra Jonas, in partnership with global beauty incubator Maesa; Anomaly has disrupted the hair care aisles globally with its clean, performance-driven formulas, eco-conscious packaging, and now brings its powerful hair solutions to Priyanka’s home country. Launching exclusively on Nykaa on August 26, Anomaly was built on the philosophy that everyone should have access to quality hair care without compromising on choice, price, or the planet.

Priyanka Chopra's hair care line Anomaly finally makes debut in India on Nykaa!

Priyanka Chopra’s hair care line Anomaly finally makes debut in India on Nykaa!

Anomaly means something that is different from what is normal or usual, and as the name suggests, it is built upon 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 motivated to channel her passion for the environment into her brand. Anomaly introduces Indian consumers to choices that empower them without costing them the earth. Everything in the collection is gender neutral, priced starting INR 750, and is housed in bottles made from 100% plastic trash and infinitely recyclable cans.

With high-performance products, affordable pricing, clean formulations & sustainable packaging; Anomaly’s vision is to be ‘Accessible to all genders & every hair type’ via Nykaa’s unparalleled e-com presence, wide distribution of retail doors & through Nykaa’s distribution channel, Nykaa Super Store.

Nykaa has been partnering with multiple international brands, commenting on this Anchit Nayar, CEO E-commerce Beauty, Nykaa said, ““We are proud to partner with Priyanka Chopra Jonas to build her stellar hair care 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's hair care line Anomaly finally makes debut in India on Nykaa!

Speaking at media briefing, Priyanka said, "I’m so proud to bring Anomaly hair care to India. What makes our India launch incredibly special is that this brand was born here, from the hair care routines I followed growing up, and now it’s coming home," said Priyanka Chopra Jonas, Founder of Anomaly. Priyanka talked about how her nani’s champi was what gave it the foundation and strength to grow thick and strong, “We built this brand on the idea that great hair starts first with great care, something I learned from my mom and grand-mom during regular oiling, deep cleaning and conditioning routines. With this in mind, and alongside my partners at Maesa, we developed a collection of products formulated with powerful and effective ingredients that love your hair from the root to tip. Thank you to the team at Nykaa for your partnership and a very 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 so excited to see Anomaly grow across India under their wing.”

The collection consists of end-to-end hair care solutions via shampoos & conditioners for different hair needs, a high-performance hair & scalp oil & entry into high growth & emerging product categories with a dry shampoo, and bonding mask. Embracing a less-is-more approach, Anomaly spends less on packaging to spend more on clean, superior formulas that contain no SLS / SLES sulfates, parabens, phthalates, mineral oil, or dyes and are vegan and cruelty-free. Anomaly’s bottles feature a thin wall plastic made from 100% plastic trash using material diverted from landfills and ocean bound plastic, which can also be recycled after use. By helping to reduce the amount of new plastic produced, Anomaly is working with consumers to take small steps in our beauty routines that help preserve the planet.

Also Read: Priyanka Chopra expresses gratitude towards Khushi Kapoor & Boney Kapoor; thanks them for reminding her of home


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