US-based skincare brand Paula’s Choice, known globally for its science-backed, results-driven products, has announced its debut on Nykaa.com. This marks the brand’s first omnichannel partnership in India, following its successful direct-to-consumer launch in 2023.
Founded by skincare expert Paula Begoun, the brand has gained a cult following for its ingredient-led, transparent approach to skincare. Hero products include Skin Perfecting 2% BHA Liquid Exfoliant, Niacinamide 20% Treatment, and Azelaic Acid Booster.
The brand is now available on Nykaa.com and the Nykaa app offering a curated selection of Paula’s Choice products to its Indian customers including the Clear Pore Normalizing Cleanser, Skin Balancing Pore-Reducing Toner, and more.
Viksita Singh Menon, General Manager – Southeast Asia, Paula’s Choice Skincare says, “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, “As a brand that speaks to the conscious, research-savvy consumer, Paula’s Choice aligns seamlessly with what our audience seeks today: products that do more, backed by science, and not just hype. This launch underscores our commitment to offering beauty that’s not just coveted but deeply considered.”
