Priyanka Chopra’s Anomaly makes debut on Nykaa

Priyanka Chopra’s Anomaly makes debut on Nykaa

THE WHAT? Priyanka Chopra’s hair care brand, Anomaly has launched on Indian e-commerce platform Nykaa, according to a report published by the Economic Times.

THE DETAILS The brand, which was founded by Chopra in collaboration with Maesa last year, will be sold in Nykaa’s 60 bricks and mortar stores as well as online. The platform is predicting a boom in hair care sales; it’s currently Nykaa’s fastest growing category, according to CEO of Nykaa’s beauty e-commerce business, Anchit Nayar, per the Economic Times.

THE WHY? Chopra told the Economic Times that the launch was part and parcel of a wider international roll-out. “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.”