Global icon Priyanka Chopra's haircare brand- Anomaly, and beauty e-retailer Nykaa have entered into a partnership. As part of this agreement, Anomaly's products will be made online accessible on Nykaa. Priyanka Chopra Jonas, the company's founder and ambassador, talked to Swati Khandelwal, Executive Editor of Zee Business, about this brand synergy.

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In her conversation, Priyanka Chopra Jonas shared that her interest in the business aspect of it grew when she began producing movies. She shared that over her 22-year-long career, she has worked with the most renowned hair and makeup artistes and experienced the most expensive and luxurious beauty products from around the world. And when it came to hair and skin products this set really high standards for her. "I was intrigued with haircare. So, about two years ago, I launched the brand in collaboration with beauty products incubator - Maesa - in the United States of America," Priyanka added.

Priyanka's brainchild - Anomaly - will be available in India through Nykaa's online and offline stores. The brand's products start at Rs 750 and are available in gender-neutral styles. The bottles are made from 100% plastic trash diverted from landfills and ocean-bound plastic, and the cans are made from infinitely recyclable aluminum, according to the Anomaly website.

With shampoos and conditioners for various hair types, a high-performance oil for the hair and scalp, and entries into the high-growth and new product categories of dry shampoo and bonding mask, the collection offers end-to-end haircare solutions.

Founded in 2012 by Falguni Nayar, Nykaa has grown to become one of India's top cosmetics and lifestyle companies. A November IPO garnered $700 million at a $13 billion valuation, making CEO Nayar the richest self-made businesswoman in India. Expansion and marketing caused a 23% decline in net profits, although sales increased 65% year over year to $376 million, as per Nykaa website. In an effort to introduce foreign brands from across the globe to India, the company introduced "The Global Store" last year.

The stock of Beauty and fashion FSN E-Commerce Ventures, which operates under the Nykaa brand was down by 1.28% to trade at Rs 1,138.30 per share on BSE at the time of writing.

In the Quarterly report published earlier this month, Nykaas's consolidated revenue from operations climbed 39% to Rs 1,230.8 crore in the second quarter of the current financial year. The same amount was Rs. 885.26 crore at the same period a year ago.