Actress Priyanka Chopra Jonas announced her partnership with beauty & wellness e-commerce firm FSN E-commerce on Thursday to launch her haircare brand Anomaly in India. FSN E-commerce operates under the Nykaa brand.
At the launch, Priyanka said that she still prefers using the traditional Indian methods of beauty care like curd, honey, rogue, etc., but her product Anomaly has been developed with ingredients that will enable people to treat their hair when they are running short of time.
Anomaly was developed based on the philosophy that everyone should have access to quality hair care without compromising on the basis of choice or price. The product was made exclusively available on Nykaa on 26th August.
Priyanka Chopra believes that we are all unique as individuals and our hair reflects that. Anomaly, as the name suggests, is built on that belief. Priyanka was also able to channel her passion for the environment into her brand. She is committed to making sustainable choices in her personal life. Anomaly brings choices to Indian consumers that empower them without costing them the earth. All the products in the collection are gender neutral, starting at Rs.750, and housed in bottles that are made 100% from plastic trash and infinitely recyclable cans.
Anomaly offers high-performance products with affordable pricing and clean and sustainable packaging to make its vision to be ‘accessible to all genders & every hair type’ come true. Through Nykaa’s unparalleled e-commerce presence, its distribution channel – Nykaa Super Store, and wide distribution of retail stores, Priyanka’s Anomaly looks to achieve success.
Priyanka said, “I am so proud to bring Anomaly to India. This brand was born here, from the haircare routines that I followed growing up, and that is what makes its India launch incredibly special. The brand is built on the idea that great hair comes with great care. It is something I learned from my mom and grandmom during our regular oiling, deep-cleaning, and conditioning routines. Keeping this in mind, we developed Anomaly with powerful and effective ingredients that care for your hair from the root to the tip. I would also like to thank team Nykaa for their partnership and welcome them to the family.”
Follow and connect with us on Facebook, LinkedIn & Twitter.
