After establishing a strong direct-to-consumer presence in India since 2023, cult skincare brand Paula’s Choice has taken its first major step into omnichannel retail by launching on Nykaa.com. This strategic move marks a pivotal moment in the brand’s India expansion journey, aiming to enhance availability and visibility among skincare-conscious consumers.
Known globally for its no-frills, science-led skincare, Paula’s Choice brings powerful ingredient-based solutions like the 2% BHA Liquid Exfoliant, 10% Azelaic Acid Booster, and Niacinamide 20% Treatment to Indian shelves via Nykaa. The launch collection also features essentials such as the Clear Pore Normalizing Cleanser and Skin Balancing Pore-Reducing Toner.
Viksita Singh Menon, General Manager – Southeast Asia, Paula’s Choice Skincare, stated:
“We’re pleased to partner with Nykaa to strengthen our presence in India and bring Paula’s Choice to a wider audience. Indian consumers have shown strong affinity for our science-backed, transparent approach to skincare. This launch enables us to scale accessibility through a trusted platform and further our mission of empowering individuals to make informed, effective skincare choices.”
A Nykaa spokesperson added:
“The launch of Paula’s Choice, a brand synonymous with ingredient transparency, product efficacy, and science-backed skincare, is a powerful addition to our specially curated beauty offering. As a brand that speaks to the conscious, research-savvy consumer, Paula’s Choice aligns seamlessly with what our audience seeks today.”
With this debut, Paula’s Choice becomes part of Nykaa’s commitment to purpose-driven, high-performance beauty, offering Indian customers easy access to some of the world’s most trusted skincare solutions via both Nykaa.com and the Nykaa app.
