Paula’s Choice expands reach in India through Nykaa partnership
This move follows the brand’s entry into the Indian market in 2023 with a direct-to-consumer launch.
INDIA – Paula’s Choice, an American skincare brand, has strengthened its presence in India by partnering with Nykaa, a leading beauty and wellness retailer.
This strategic alliance brings Paula’s Choice products to Nykaa’s omnichannel retail network, making its ingredient-focused skincare solutions more accessible to Indian consumers.
This move follows the brand’s entry into the Indian market in 2023 with a direct-to-consumer launch.
Paula’s Choice products are now available on Nykaa’s website, mobile app, and select retail locations, further reinforcing the brand’s commitment to accessible, high-performance skincare.
The brand’s initial product lineup on the platform includes popular formulations such as the Skin Perfecting 2% BHA Liquid Exfoliant, Clear Pore Normalizing Cleanser, Skin Balancing Pore-Reducing Toner, and 10% Azelaic Acid Booster.
Viksita Singh Menon, General Manager – Southeast Asia, Paula’s Choice Skincare shared, “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 a strong affinity for our science-backed, transparent approach to skincare.”
He added, “This launch enables us to scale accessibility through a trusted platform and further our mission of empowering individuals to make informed, effective skincare choices.”
Nykaa, founded in 2012 by Falguni Nayar, has emerged as a significant force in India’s beauty industry, curating global brands for the local market.
Among some of Paula’s Choice’s most renowned offerings are the Skin Perfecting 2% BHA Liquid Exfoliant, Niacinamide 20% Treatment, and 10% Azelaic Acid Booster.
This partnership is expected to broaden Paula’s Choice’s footprint in India, catering to discerning skincare consumers who prioritize scientific formulations over marketing-driven beauty trends.
Recently, Paula’s Choice launched its latest innovation, the 2% BHA Exfoliating Toner Pads, designed to offer a convenient, travel-friendly exfoliation solution.
This new format builds on the success of the brand’s best-selling 2% BHA Liquid Exfoliant, which delivers the same pore-clearing, skin-smoothing benefits in pre-soaked, individually packaged pads.
According to the brand, each pad is infused with salicylic acid (BHA) to unclog pores, refine texture, and reduce the appearance of wrinkles.
Meanwhile, the green tea extract provides hydration and barrier-strengthening properties.
The biodegradable pads allow for quick, mess-free application, making them ideal for on-the-go skincare routines.
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